The UK Tote Group has launched its first comprehensive fixed-odds sportsbook in partnership with Amelco.
Amelco’s sportsbook has been embedded into the UK Tote’s in-house player account management platform, giving Tote customers access to a comprehensive range of sports betting markets.
The rollout marks a significant step in UK Tote’s plans to broaden its offering beyond horse race betting.
“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,” said Dave Hammond, UK commercial officer for UK Tote.
“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.”
Brandon Walker, head of business development at Amelco, commented: “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.”