Amelco
Interview with Amelco: The Latest on March Madness
With March Madness well underway, the tension is building as the tournament makes its way through the knockout rounds. March Madness is a hugely popular event in the US but what makes it so attractive from a betting perspective?
We caught up with Amelco’s Director of Trading, Mark Hill, to discuss who could be the major players in terms of bets and his predictions as the tournament unfolds.
March Madness is a truly unique event. with a plethora of bets available, how difficult can it be pricing this up? And which bet do you think will be the most popular throughout the tournament?
Core pricing itself is pretty easy as the market has matured over the course of the NCAA season where all 68 teams entering the bracket will have racked up in excess of 30 games. This is a decent sample size when you consider the NFL regular season is just 17 games. In 2022, it was St. Peter’s that became the giant killer after their unexpected and incredible run and this time around it looks to be Princeton capturing the public’s imagination after their run to the “Sweet 16” in the South Region seeing off Arizona and Missouri along the way.
It’s a really exciting time for Amelco with the Same Game Parlay product supplemented by Player Prop markets from our partners Swish Analytics. This is likely to prove very popular as the tournament moves into the latter stages. We have also introduced micro betting on the NCAA Tournament for the very first time on our platform with a recently completed integration of the hugely successful Simplebet. Whilst Money Line, Spread and Total bets will still account for the largest volume monetary wise, bet count on the SGPs and Micro Markets could exceed that this year, in what is sure to be a thrilling finale to March Madness.
Which of Amelco’s 17 live states do you expect to do the most business during March Madness?
Arkansas and Ohio are likely to see the biggest volume on an Amelco platform. In Arkansas, we have the Bet Saracen brand that is all about building a localised offering and following. The market share there has been phenomenal, but the hard work won’t stop here. New integrations and platform improvements ahead of the Big Dance are likely to hold that volume with the Hogs already defying their lower seed to keep the Arkansas natives happy.
In Ohio, we’ve been stunned by Hard Rock’s success across online and retail since being one of the first to market in the Buckeye State. Similar to Saracen in Arkansas, Hardrock are enhancing their core product with regular updates and are carving out a decent market share against their competitors.
Will the excitement of events such as March Madness be a springboard for other states to jump on the bandwagon of legalised sports betting?
As America’s most comprehensive platform, we are live and licensed across 17 states, so we definitely have an eye on expanding as the year carries on. Our sportsbook partners more than hold their own against the so-called “big boys” in competitive markets such as New Jersey, Michigan and Colorado. So far, states who are closing in on legislation will have seen the huge benefits surrounding tax and taken note of existing models that other states have used. There is no doubt that more states will become legalised as we extend further in 2023 and beyond.
Mobile betting continues to grow apace. With the US still in its infancy as a sports betting aficionado, do you think that this method will continue to grow during and after March Madness?
I see no reason why the rapid growth of mobile betting shouldn’t go side-by-side with a land-based model as there is a lot going for one another to flourish together. The retail numbers at launch for FedEx Field and Fanatics have been mightily impressive and a more traditional casino and hotel-based business continues to thrive.
At Amelco, we take great pride in developing both modules at a rapid pace whilst keeping in mind all the latest industry innovations and demands. Whilst mobile betting is expected to take a big chunk of bets, nothing really beats enjoying the company of others when taking in the biggest and best sports events and tournaments. It was fantastic to see record retail numbers during the soccer World Cup in Qatar and the Super Bowl in February and I expect to see the same during March Madness.
February and March have seen huge US sporting events with the Super Bowl and March Madness. What can keep bettors and operators interested throughout the spring and summer?
Following the conclusion of March Madness, basketball and ice hockey are once again thrust back into the limelight as the play-offs kick off imminently once the NCAA finishes. As the summer progresses, tennis begins to take the public’s imagination with the French Open and Wimbledon, and golf is also at its height, with the US PGA, US Open and The Open falling within a two-month spell between May and July. The MLB season will have also ramped up as June begins.
In soccer, there looks set to be a thrilling end to the EPL and the Champions League, whilst many other major soccer leagues in Europe begin winding down towards the end of July. Off the field, the NFL draft is becoming more and more popular from a betting perspective and continues to grow each year.
Whilst the summer months are seen as quieter times for bettors and operators, we are increasingly optimistic that business will maintain a healthy balance as we are offering competitive and diverse options across many sports during this period.
Who do you think will win March Madness and which underdog do you think will go furthest?
Alabama looks by far and away the strongest contender and most likely winner on the metrics and season-long performance. They tick all the boxes and stood out amongst the number one seeds pre-tournament. They cruised through Conference play and as +800 second favourites going into the Big Dance, they have eased through to the “Sweet 16” where they face San Diego St and then likely Creighton in the “Elite 8”.
I said before the tournament that Florida Atlantic could be primed to go on a decent run. The #9 seed in the East Region edged past a tough opponent Memphis 66-65 in a thrilling first round clash and beat the #1 seed, Purdue’s, as well as surprise conquerors, Fairleigh Dickinson, in the second round. They are now set to face the #4 seed, Tennessee, in the “Sweet 16”, who saw off the #5 seed, Duke, in impressive fashion in round two. It certainly is all to play for!
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Industry-leading provider continues to go from strength to strength in the US and Canada
Amelco, one of the world’s leading providers in sportsbook and platform solutions, is proud to announce a landmark year of expansion and success across the North American market.
Live in 17 states, as well as Ontario, Amelco has continued to solidify its position as the market’s only full end-to-end provider, offering a comprehensive fully integrated solution encompassing Player Account Management (PAM), sportsbook, risk management, iGaming and esports – all under one roof.
Amelco attributes its exponential growth to its robust technology and unwavering commitment to delivering world-class betting experiences – with the provider already counting Fanatics, Hard Rock Bet, Saracen Casino, as well as multiple other tribal operators in North America.
Building on its momentum, several of the apps that Amelco has developed for its operator partners ranked among the top performers in the highly regarded Eilers & Krejcik Gaming App Rankings, with Fanatics and Hard Rock Bet taking 3rd and 4th spot across multiple categories – beating the likes of BetMGM and bet365.
These accolades underscore Amelco’s reputation for delivering award-winning, intuitive front-end experiences and apps that consistently outperform the competition.
Over the last 12 months, Amelco has continued to power some of the most engaging casino and iGaming products on the market, with partners including the likes of Play’n GO, Light & Wonder, Evolution, Playtech, Pariplay and many more.
From seamless cross-platform integration to personalised gameplay experiences, Amelco’s casino solutions feature top-tier content aggregation, robust game portfolios and advanced retention tools – giving operators everything they need to succeed in an increasingly competitive environment.
Looking ahead, Amelco has ambitious plans to scale its iGaming operations as more US states prepare to go live, offering a highly customisable platform with rapid integration and a focus on responsible gaming, localisation and best-in-class UI/UX.
Amelco is also pleased to announce that it will be sponsoring the upcoming SBC Summit Americas in Fort Lauderdale, where the team will be in attendance, showcasing the provider’s latest advancements in iGaming, sports betting and app development capabilities.
The provider will be sponsoring the exclusive Thursday night closing party at Daer Night Club, Seminole Hard Rock Hollywood Headlined by internationally renowned DJ Steve Aoki, the event will bring together the biggest names from across the industry in one of the biggest celebrations of the year.
Commenting on the partnership, Amelco’s Head of Business Development Brandon Walker said: “This past year has been a milestone in Amelco’s journey. With 17 states under our belt, plus Ontario, our North American growth is a testament to our team’s hard work, our partners’ trust and the strength of our technology. We’re proud to be the only provider in North America that can deliver the full spectrum of betting and gaming solutions within a single platform.
“With SBC Summit Americas just around the corner, we’re excited to not only sponsor the event but to actively showcase how Amelco is positioning our partners for unbounded future North American growth. It’s an exciting time for the industry, and we are proud to be leading the charge. Already, 2025 is shaping up to be another year of rapid expansion; we’re excited to see what the next few months hold.”
The post Amelco celebrates milestone year in North America appeared first on Gaming and Gambling Industry in the Americas.
Strategic partnership to deliver enhanced geolocation services for Amelco’s North American partners
Amelco, one of the world’s leading providers in sportsbook and platform solutions, is set to further enhance its geofencing abilities via a strategic partnership with Radar, a recognised leader in the geolocation space.
This strategic partnership marks a significant leap forward in ensuring seamless, precise and reliable location verification for Amelco’s expanding network of North American operators.
The integration of Radar’s geofencing and geolocation compliance solutions further solidifies Amelco’s position as the go-to B2B provider for operators seeking a future-proof, compliant and high-performance platform.
Founded in 2016, Radar first entered the gaming space in 2023 – having already established a footprint in other industries such as retail, restaurants, payments and logistics.
Operators using Amelco’s platform will benefit from enhanced accuracy, lower latency and optimised performance with Radar’s cutting-edge APIs and SDKs, ensuring that legitimate bettors are never wrongly excluded while maintaining rigorous adherence to state and provincial regulations.
Additionally, operators will unlock geolocation use cases beyond compliance, including location-based marketing and geofencing venues like stadiums and casinos.
Specialising in scalable, omnichannel technologies, Amelco offers the North American market the most comprehensive provision of services available via its end-to-end platform.
This includes its in-house player account management system (PAM), bonus engine, casino, sportsbook, multi-state wallets, multiple data feeds and award-winning, bespoke mobile apps.
Live in 17 states, as well as Ontario, Amelco already counts Fanatics, Hard Rock Bet, Saracen Casino, Entain and Flutter as major partners.
Commenting on the partnership, Amelco Head of Business Development Brandon Walker said: “This new partnership is yet another string to Amelco’s bow, allowing us to further strengthen our geolocation suite for our partners – giving them the edge they need to succeed in North America.
“As new markets continue to regulate, operators need to ensure that they remain on the right side of compliance. Our commitment to cutting-edge compliance and user experience ensures that our partners remain at the forefront of a rapidly evolving industry.”
Radar Co-Founder and CEO Nick Patrick said: “iGaming operators are demanding geolocation alternatives. We’re pleased to work with Amelco and other forward-thinking suppliers to offer a next-generation geolocation alternative that is more flexible, scalable, and cost-effective.”
The post Amelco further strengthens geolocation capabilities with Radar partnership appeared first on Gaming and Gambling Industry in the Americas.
nVenue, an AI-powered micro-betting technology, and Amelco, a sports betting platform provider, have announced their commercial deal to introduce micro-betting options for NASCAR fans worldwide. This industry-first partnership marks the first integration of NASCAR live in-race micro-bets into the betting landscape.
In August 2023, NASCAR selected nVenue as an official micro-betting provider, and together they announced the first round of NASCAR markets at the 2024 Daytona 500. With help from their AI-powered platform, nVenue’s micro-betting engine can generate over 60,000 betting opportunities with just several of their introductory markets. In-race micro-markets include unique betting windows for stage results, qualifying, and more.
“We are thrilled to team up with Amelco to introduce micro-betting options forNASCAR. With their platform and reach, we are confident that we will deliver an unmatched betting experience for racing fans. We look forward to working closely with Amelco to integrate our markets and expand our offerings to include other newsports on our dynamic roadmap,” Jeremy Jones, Chief Revenue Officer at nVenue, said.
The integration of nVenue’s micro-betting markets into Amelco’s platform is expected to begin in the coming months. This alliance comes at a significant growth point for NASCAR in 2024. In a recent announcement, the sport revealed that the betting handle has increased by an impressive 50% in just the first two months of the year.
Head of Amelco USA Brandon Walker said: “We’re looking forward to working with the nVenue team and offering their NASCAR product to our operators. With micro-markets proving to be a huge success in the space already we’re excited tosee how these markets perform.”
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