UK Tote Chooses Amelco for Fixed-odds Sports Betting

Amelco, the leading sports betting and platform provider, is celebrating a major milestone, by providing the UK Tote, an iconic racing brand, with its first comprehensive fixed-odds sportsbook.

The deal will see Amelco’s market-leading sportsbook embedded into the UK Tote’s in-house Player Account Management (PAM) platform.

The launch of a fixed odds sportsbook marks a major new step for the UK Tote as it broadens its offering to customers to cover all sports.

Under the agreement, Amelco is providing the Tote with a truly comprehensive range of sports, including football, golf, cricket, tennis, rugby and darts – totalling 25,000 live events per month.

Brandon Walker, Head of Business Development at Amelco, said: “As the world’s most comprehensive platform and sportsbook provider, we’re the only major supplier that can offer everything a leading brand like the Tote needs under one roof for customers.

“We see this landmark deal with the UK Tote as a true demonstration of the flexibility of our offering – seamlessly integrating our sportsbook solution into the UK Tote Group’s in-house Player Account Management system.

“Our partnerships with the world’s biggest betting brands are testament to our legacy of excellence since the early 2000s. We look forward to a long and successful partnership with the UK Tote.”

Dave Hammond, UK Chief Commercial Officer for the UK Tote, added: “The Tote will always be racing first, but through our customer research, the majority expressed a desire for a more comprehensive experience. We listened and delivered by expanding our offerings to include all sports under our iconic brand.

“Using best-in-class technology, with an innovative approach to product development and customer engagement, we are rejuvenating the UK Tote with our world-leading pools platform, while reaching new audiences by broadening our offering.”