The Evolution of Pretty Technical
From products-first to services-first AI technical partner. Emma Blaylock reflects on the shift that redefined how Pretty Technical works with iGaming operators.
iGaming's AI-native technology partner
The partner
that stays.
Builds. Evolves.
We work alongside iGaming operators for the long term, building, evolving and operating technology that you own. Product-agnostic. AI-native. Outcome-focused.
60+
Brands globally
99.99%
Uptime across live platforms
AI
Native from strategy to delivery
Integrations
<1 day
<1 day
Any platform, stack or market
Long-term partnership
AI strategy & delivery
Platform ownership
Code-sale model
Product-agnostic
Real money & sweepstakes
Regulatory compliance
Sports betting
Casino aggregation
Augmented teams
Long-term partnership
AI strategy & delivery
Platform ownership
Code-sale model
Product-agnostic
Real money & sweepstakes
Regulatory compliance
Sports betting
Casino aggregation
Augmented teams
Our model
A different kind
A different kind
of relationship.
Most technology vendors sell you a platform and move on. We do the opposite. We invest in your business for the long term, working as an extension of your team with no lock-in.
We're product-agnostic. We work in your existing stack, deploy our own technology, or build something new. The only constant: you own everything we build.
We work in your stack
We assess what you have, identify where value can be created, and build within your existing systems where that's the right answer. No unnecessary rip-and-replace.
Outcome-focused delivery
Every engagement is built around real commercial and operational outcomes, not hours tracked or features shipped. No overhead, no process for its own sake.
You own the outcome
Our default is a code-sale model, giving you full control of roadmap, integrations and data. We also offer white-label options for sweepstake casino. Either way, you drive the outcome.
AI services
AI isn't an
AI isn't an
add-on.
It's how we work.
Our team applies AI pragmatically, as a practical tool for improving real iGaming systems, products and operations. Not as a buzzword.
01
AI strategy & roadmapping
We assess your business, identify where AI creates genuine value, and build a prioritised, commercially grounded plan with ROI projections designed for your stack.
02
Intelligent automation
We identify and eliminate manual bottlenecks across reporting, compliance workflows, trading, customer journeys and back-office processes.
03
Data, insight & prediction
AI-powered reporting, predictive models for player behaviour, margin optimisation and risk. Turning your operational data into competitive advantage.
04
Custom AI tooling
When off-the-shelf AI doesn't fit, we build bespoke tools trained on your data, integrated into your systems, and fully owned by you.
client
Operator / assessment phase
stack_mapped
✓ true
opportunities
5 high-value areas identified
recommendation
→ prototype phase
roi_projection
3.2× within 18 months
What we build with youTechnology that
Technology that
fits your world.
We have a full product ecosystem but we use it selectively. Every engagement starts with your requirements, not ours.
Core platform
Mikado
Modern PAM platform. Player accounts, wallets, payments and compliance across real money, sweepstakes, free-to-play and crypto.
WalletsKYCMulti-currencySweepstakes
Book a demo →
Casino
Hiro
Flexible casino aggregation. Unified studio content across sites and jurisdictions with AI-powered insight and full operator control.
Single APIHiro Insight AIRTP tracking
Book a demo →
Compliance
Domino
Territory-specific regulatory reporting. Market-ready data vault for regulator-compliant reports. Fully managed and kept current with regulatory changes.
CDBLUGASICSManaged
Book a demo →
Sports betting
Sportsbook
Production-ready, multi-tenant sportsbook. Feeds, pricing, trading, risk and settlement. PAM-agnostic, integrates with anything.
30+ sportsIn-playCash-outMulti-brand
Book a demo →
Player experience
Front End
Fully customisable web and mobile UI. Tailored to your brand, market and product mix, or built into your existing front end.
ReactMobile-firstMulti-brand
Book a demo →
And beyond
Bespoke builds
Our products are a starting point, not a ceiling. Bespoke components, augmented teams, or strategic consulting wherever you need us.
Augmented teamsConsultingCustom
Get in touch →
How we start
Project
Project
Zero.
Every engagement begins here. Three focused phases that give you a working solution and a clear plan before any long-term commitment.
1
Deep-dive assessment
Map your full tech stack. Identify 3–5 automation opportunities. Document manual bottlenecks and assess integration readiness.
2
Custom prototype
A working tool for one high-value workflow, integrated with your systems and trained on your data. Not a generic demo.
3
Strategic roadmap
Prioritised plan with ROI projections, technical architecture, and clear timelines and investment estimates per phase.
What you leave
Project Zero with.
Project Zero with.
Not a pitch deck. Not a proposal. Something real, delivered before you've committed to anything long-term.
→
A working solution. A live prototype built on your actual systems and data
→
A clear plan. A prioritised roadmap with ROI projections, not vague promises
→
A team that knows you. We've studied your business, stack and bottlenecks already
Trusted byTrusted by businesses
Trusted by businesses
that build to last.
Insights
Thinking out loud.
🚀
⚙️
Technology Ownership in the AI Era
AI is changing the economics of building software. Sarah McLean on how the distance between ideation and working software is collapsing.
👥
Pretty Brilliant People – Felipe
Meet Felipe Souza, Back-End Developer. With over a decade working on distributed systems across Go, Node.js and Kafka, he talks architecture and what drives him.
🏗️
Why Teams Matter in Code Ownership
Buying the code is just the start. Cris Viedma explains why the team delivered alongside Mikado is a deliberate part of the PT model.
📅
Pretty Technical: Our Focus for 2026
From Mikado passing 50 live sites to Hiro's early market adoption, 2025 built a strong foundation. Emma Blaylock sets out the priorities for the year ahead.
The teamBuilt by people
Built by people
who've done it.
Our leadership team has built and delivered complex platforms across global markets. Betsson, Kaizen, Sportradar, BetMGM. Deep engineering capability combined with genuine commercial understanding.
Emma Blaylock
Chief Executive Officer
Andy Rogers
Co-founder & Chairman
Andre Marenke
Co-founder & CIO
Tom Squirrell
Chief Product Officer
Cris Viedma
Chief Operating Officer
Sarah McLean
Chief Commercial Officer
Jesús Ferron
Chief Architect
Partner program
Know the right people?
If you work with iGaming operators and know the challenges they face, we'd like to hear from you. Our partner program rewards industry contacts who connect us with operators looking for a better way to own and evolve their technology.
You make the introduction. We handle everything else, and make sure the experience reflects well on you.
Financial rewards
Every successful introduction that leads to a new client brings a direct financial reward. Clear terms, aligned with the real value of the opportunity you create.
Your reputation is safe with us
We handle every introduction professionally and thoroughly. Your referrals are in capable hands, and your own reputation benefits from being associated with a trusted partner.
Straightforward process
You make the connection. We do the rest. No complex process, no chasing updates. Consultants, agencies, suppliers, and industry insiders are all welcome.
Get started
Let's build
Let's build
something lasting.
Whether you're launching, evolving, or transforming, we'd like to understand your business before we talk about ours.
Or reach us at [email protected]