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After a successful £100m migration, Sharp Gaming has confirmed its rebrand to Betfred’s Technology department.

Concluding the transitional period, Sharp Gaming CEO Andrew Daniels has become the operator’s new Chief Information Officer and will take leadership for all the IT and Technology infrastructure at the group.

He said: “It’s been seven years in the making and has been one of the biggest challenges of my professional career, but the hard work has been worth it in the end.

“I’d like to thank my fantastic team for making this migration possible and I’m very excited to begin my role as the company’s new CIO.” 

Having been formed from Daniels’ previous venture, Degree 53, in 2020, Sharp Gaming was bolstered by an initial £25m investment from Betfred Founder Fred Done.

As Betfred’s dedicated proprietary platform, the full-spectrum B2B system will power player account management software, sportsbook, gaming aggregation, remote gaming server, applications and an array of websites. 

Meanwhile, the operator described the new platform as having ‘pivotal potential’ in pioneering unique betting and gaming products, adding that the move is ‘undoubtedly another big breakthrough’ for the Betfred Group’s global aspirations. 

Betfred CEO, Joanne Whittaker, concluded: “This is the latest transformative milestone in Betfred’s near 60-year history and it marks a new beginning for our operations as a business. 

“I would like to thank Andy and the Sharp Gaming team for their amazing efforts for bringing this unique and exciting migration to fruition.”