Sporting Risk, specialists in Betting, Forecasting and Analytics in Sport, have formed a new content agreement with Amelco, a leading provider of sports betting and platform solutions.

This strategic partnership aims to deliver an even more sophisticated sports betting package to Amelco’s partners.

A customised suite of services will bolster Amelco’s presence in key markets such as Europe, the UK, South Africa, and North America. Recognised as one of the world’s top sportsbook and platform providers, Amelco is the chosen partner for major names like Fanatics, Hard Rock Bet, Entain, BET99, and Flutter Entertainment.

The package includes coverage of premier football leagues, offering 42 player markets, 16 team markets, and 14 match markets, all combinable in an unlimited number of preconfigured Betbuilders.

These can be price boosted and displayed with stats-driven BetPrompts to provide end customers with the rationale and context for the bet. Sporting Risk manages every aspect from market creation to settlement, including lineup management and dynamic pricing adjustments.

Furthermore, Amelco gains access to crucial football competitions, including top European domestic leagues, the Champions League, and the Europa League. The partnership notably emphasises specialist content for top-tier leagues from Japan, the English Premier League, and South Africa’s Premier Division, along with Japan’s J1 League.

Amelco is utilising Sporting Risk’s advanced User Interface (UI), which allows for immediate pricing changes and product manipulation. The trading tool enables the application of custom rules to various market segments, categorised by leagues, bet types, teams, players, and specific props. These rules can be implemented both manually and through an API.

Sporting Risk ensures a streamlined and flexible integration process for partners, reducing resource requirements and accelerating the timeline for going live.

Andy Phillips, CCO of SportingRisk.com, commented: “Our predictive modelling and sports analytics capability complement Amelco’s premiere sports betting offering perfectly. We specialise in delivering exceptional value and will be able to amplify Amelco’s expansion strategy in key regulated markets.”

Brandon Walker, Head of Business Development at Amelco, added: “We’re delighted to be teaming up with Sporting Risk to boost our selection of player props and interval-based betting markets. Sporting Risk has developed some of the industry’s most sophisticated pricing models available – which we’re incredibly pleased to bring into our platform and trading solutions.”