Kambi Group has established itself as one of the most trusted names in B2B sports betting technology since its spin-off from Unibet Group in 2014. Unlike traditional bookmakers that serve end consumers directly, Kambi operates exclusively in the business-to-business space, providing the technological backbone that powers some of the industry's most recognized betting brands. With over 1,000 employees across eight global offices and partnerships spanning more than 50 regulated markets, Kambi represents a critical infrastructure layer in the modern sports betting ecosystem.
The company's evolution from an 80-person operation to a global technology leader reflects the rapid expansion of regulated sports betting worldwide. Kambi's platform processes millions of bets daily, combining sophisticated risk management algorithms with real-time odds compilation and player intelligence systems. This comprehensive approach allows gambling operators to launch and scale sportsbook offerings without the substantial investment required to build proprietary technology from scratch.
Introduction to Kambi's Business Model
Kambi operates on a B2B software-as-a-service model, generating revenue through partnerships with licensed gambling operators. The company does not hold gambling licenses itself or interact with end consumers. Instead, it provides the complete technological infrastructure that enables its partners to offer sports betting products under their own brands. This model allows Kambi to focus exclusively on product development, trading expertise, and platform reliability while partners handle customer acquisition, marketing, and regulatory relationships in their respective markets.
The company's revenue structure typically involves a combination of fixed fees and revenue-sharing arrangements based on the gross gaming revenue generated through its platform. This alignment of incentives ensures Kambi remains focused on delivering products that drive player engagement and operator profitability. The multi-tenant architecture means that improvements and innovations benefit all partners simultaneously, creating network effects that strengthen Kambi's competitive position.
Core Product Portfolio
Kambi's offering has evolved from a single turnkey sportsbook solution into a comprehensive suite of modular products that operators can combine based on their specific needs and market positioning. This flexibility allows partners to start with basic services and expand their capabilities over time, or to integrate specific Kambi products into existing technology stacks.
Turnkey Sportsbook Solution
The flagship Turnkey Sportsbook represents Kambi's most comprehensive offering, providing everything an operator needs to launch a complete sports betting service. This includes the betting engine, odds compilation across thousands of events, risk management systems, player account management, front-end interfaces for web and mobile, and regulatory compliance tools. More than 50 partners across six continents rely on this solution, which handles the entire lifecycle from bet placement through settlement.
The turnkey approach significantly reduces time-to-market for operators entering new jurisdictions or launching sports betting for the first time. Kambi handles the complex technical and operational challenges, including managing trading teams that compile odds, monitoring betting patterns for risk management, and ensuring compliance with local regulations. Partners can optionally add Kambi's full-service player account management platform, which integrates seamlessly with the core sportsbook to provide a unified operational environment.
Odds Feed Plus
For operators with existing sportsbook infrastructure who want to enhance their odds coverage or quality, Kambi offers Odds Feed Plus as a standalone product. This service provides high-quality odds data through a single API integration, allowing operators to create customized packages covering specific sports, leagues, and events that align with their target markets.
The odds benefit from Kambi's network-level insights, drawing on aggregated betting data and trading intelligence from across the company's partner ecosystem. This collective intelligence enables more accurate pricing and faster market adjustments than operators could typically achieve independently. The feed includes pre-match and live betting odds, with the flexibility to scale coverage as operator needs evolve.
Bet Builder Technology
Kambi's award-winning Bet Builder allows players to create custom combination bets within single events, selecting multiple outcomes from the same game and receiving dynamically calculated odds. This product addresses one of the most challenging technical problems in sports betting: accurately pricing correlated outcomes within a single event where traditional accumulator mathematics do not apply.
The Bet Builder offers unrivaled combinability across an extensive range of sports, leagues, and individual games, with both pre-match and live betting capabilities. Cash-out functionality is fully integrated, allowing players to settle their custom bets early. Partners gain ultimate flexibility in customization and can create pre-packaged bet builder combinations for marketing purposes, driving engagement through promoted betting opportunities that showcase the product's capabilities.
Managed Trading Services
Operators who want to outsource the complex operational aspects of running a sportsbook can leverage Kambi's Managed Trading service. This comprehensive offering includes pre-match and live odds compilation, event resulting, bet settlement, offering compliance, and complete risk and player management. Partners gain access to Kambi's proprietary trading tools and benefit from the expertise of professional trading teams with deep sports knowledge and quantitative risk management skills.
This service is particularly valuable for operators entering sports betting from other gambling verticals like casino or poker, where the operational requirements differ significantly. By outsourcing trading to Kambi, these operators can focus on their core competencies in customer acquisition and retention while ensuring their sportsbook offering remains competitive.
Esports and Emerging Verticals
Recognizing the growing importance of esports betting, Kambi developed a comprehensive data-driven esports product suite covering major titles including Counter-Strike 2, League of Legends, and esoccer. This offering includes odds, statistics, and widgets specifically designed for esports audiences. The 2021 acquisition of esports data company Abios strengthened Kambi's capabilities in this vertical, providing enhanced data collection and analysis infrastructure.
The esports product reflects Kambi's broader strategy of expanding into emerging betting categories where traditional bookmaker expertise may be limited. By building specialized capabilities and integrating them into the core platform, Kambi enables its partners to offer comprehensive betting menus that appeal to diverse player demographics.
Technology Infrastructure and Platform Architecture
The foundation of Kambi's offering is its multi-tenant Sportsbook Platform, described as the most reliable betting engine on the market. This architecture allows multiple operators to run their sportsbooks on shared infrastructure while maintaining complete separation of customer data, configurations, and business rules. The efficiency gains from this approach enable Kambi to invest more heavily in platform development than individual operators could justify independently.
The platform includes advanced bet placement and settlement capabilities that handle complex betting scenarios including combination bets, system bets, and the correlated selections in Bet Builder products. Automated regulatory compliance tooling adapts to the specific requirements of different jurisdictions, managing everything from bet limits and responsible gambling controls to reporting obligations. Simple third-party integration setup allows partners to connect payment processors, customer identity verification services, and other essential components through standardized interfaces.
Front-End Technology
Kambi provides highly customizable front-end technology across retail, web, and mobile applications, ensuring consistent user experiences across all channels. The front-end solutions are designed to work seamlessly with the core betting engine while allowing partners to maintain their brand identity and implement custom features. The technology supports both sports betting and casino products, enabling operators to offer integrated gambling experiences.
Mobile optimization receives particular attention given the dominance of smartphone betting in most markets. Kambi's mobile interfaces are built using responsive design principles and native app frameworks to deliver fast, intuitive experiences that drive engagement and retention. Performance optimization ensures rapid bet placement even during high-traffic events when thousands of players may be betting simultaneously.
Global Operations and Market Presence
Kambi operates from eight locations strategically positioned to support its global partner network: Malta headquarters, Bucharest, London, Manila, Philadelphia, Stockholm, Sydney, and Uppsala. This geographic distribution provides timezone coverage for 24/7 operations and access to diverse talent pools with expertise in technology development, sports trading, and customer support.
The company holds licenses in Alderney, Malta, Spain, and the United Kingdom, with certifications in Alderney, Estonia, Denmark, Italy, Malta, Spain, and the UK. This regulatory footprint enables Kambi to support partners entering newly regulated markets with confidence that the platform meets local technical and operational standards. As sports betting legalization continues globally, particularly across US states, Kambi's regulatory expertise and established compliance frameworks provide significant competitive advantages.
Notable Partnerships and Market Penetration
Kambi's partner roster includes some of the most recognized names in online gambling. The 2013 partnership with 888 Holdings for the 888sport brand represented an early validation of Kambi's technology by a major publicly-traded operator. Subsequent partnerships with 32Red, LeoVegas, and The Rank Group's Grosvenor brand demonstrated Kambi's ability to serve operators with diverse market positions and customer bases.
The Rank Group partnership particularly showcased Kambi's capabilities, enabling the established UK casino brand to offer sports betting to its 1.7 million customer base through mobile and desktop channels. This type of cross-vertical expansion represents a key use case for Kambi's technology: allowing operators with strong positions in other gambling categories to add competitive sportsbook offerings without building internal expertise.
Kambi's expansion into the US market has been strategic and substantial, with partnerships covering multiple states as sports betting legalization progressed following the 2018 Supreme Court decision. The Philadelphia office serves as a hub for US operations, supporting partners navigating the complex state-by-state regulatory landscape.
Strategic Acquisitions and Investments
Kambi has supplemented organic development with targeted acquisitions that strengthen specific product capabilities. The February 2018 strategic investment in virtual sports provider Virtus Sports, taking a 25% stake, enabled integration of 3D football, horse racing, greyhound, and motorsports games into Kambi's portfolio. Virtual sports provide betting content during periods when live sports are unavailable, helping operators maintain player engagement around the clock.
The August 2021 acquisition of esports data company Abios significantly enhanced Kambi's esports offering, providing proprietary data collection and analysis capabilities for this rapidly growing vertical. The September 2022 acquisition of Copenhagen-based Shape Games for 38.5 million euros added digital B2B platform capabilities, expanding Kambi's product portfolio beyond core sportsbook technology.
These acquisitions reflect a deliberate strategy of building comprehensive capabilities that address the full spectrum of operator needs, from traditional sports betting to emerging categories and complementary products that enhance the overall gambling experience.
Competitive Positioning and Market Dynamics
Kambi competes in the B2B sportsbook technology market against both specialized providers and vertically-integrated operators that offer white-label solutions. Key differentiators include the maturity and reliability of the platform, the breadth of the product portfolio, the quality of trading and risk management, and the strength of the partner ecosystem that provides network effects.
The company's focus exclusively on B2B relationships, without operating consumer-facing brands, positions Kambi as a neutral technology partner rather than a potential competitor to its clients. This contrasts with some suppliers that maintain both B2B and B2C operations, creating potential conflicts of interest around product development priorities and market intelligence.
Kambi's multi-tenant architecture provides economic advantages that allow sustained investment in platform development and innovation. As the partner network grows, the fixed costs of technology development and core trading operations are spread across a larger revenue base, improving unit economics while enabling more specialized product development for niche sports and betting types.
Conclusion
Kambi Group represents a critical infrastructure layer in the global sports betting industry, providing the technology and operational expertise that enables gambling operators to offer competitive sportsbook products without building proprietary systems. The company's evolution from a Unibet subsidiary to an independent, publicly-traded technology leader reflects both the growth of regulated sports betting worldwide and the increasing specialization within the gambling industry value chain.
For operators evaluating sportsbook technology partners, Kambi offers a mature, proven platform with comprehensive product capabilities, strong regulatory credentials, and a track record of supporting partners across diverse markets and business models. The modular product architecture allows operators to start with specific services and expand over time, while the multi-tenant platform ensures continuous access to innovations and improvements developed for the broader partner network.
As sports betting continues to expand into new jurisdictions and evolve with technological innovations like micro-betting and enhanced personalization, Kambi's position as a specialized B2B provider with scale advantages and dedicated focus on sportsbook technology positions the company to remain a leading force in the industry's ongoing development.
Frequently Asked Questions
What is Kambi Group and what services do they provide?
Kambi Group is a B2B provider of sports betting technology and services to licensed gambling operators. They offer turnkey sportsbook solutions, odds feeds, managed trading services, bet builder technology, and front-end interfaces that enable operators to launch and run competitive sports betting offerings without building proprietary systems.
How does Kambi differ from traditional bookmakers?
Unlike traditional bookmakers that serve consumers directly, Kambi operates exclusively in the business-to-business space, providing technology and services to licensed operators who offer sports betting under their own brands. Kambi does not hold consumer-facing gambling licenses or interact with end players.
Which major operators use Kambi's platform?
Kambi powers sportsbooks for more than 50 operators globally, including major brands like 888sport, 32Red, LeoVegas, and The Rank Group's Grosvenor. The company serves partners across six continents in regulated markets throughout Europe, North America, Australia, and other regions.
What is Kambi's Turnkey Sportsbook solution?
The Turnkey Sportsbook is Kambi's most comprehensive offering, providing everything needed to launch a complete sports betting service including the betting engine, odds compilation, risk management, player account management, front-end interfaces, and regulatory compliance tools. It enables operators to enter sports betting without building internal infrastructure.
How does Kambi's Bet Builder technology work?
Kambi's Bet Builder allows players to create custom combination bets within single events, selecting multiple outcomes from the same game with dynamically calculated odds. The technology solves the complex challenge of pricing correlated outcomes and includes live betting and cash-out capabilities across a wide range of sports and leagues.
Where is Kambi licensed and regulated?
Kambi holds licenses in Alderney, Malta, Spain, and the United Kingdom, with certifications in multiple jurisdictions including Estonia, Denmark, and Italy. The company is eCOGRA certified and maintains compliance with regulatory requirements across the 50+ markets where its partners operate.
What is Kambi's multi-tenant platform architecture?
Kambi's multi-tenant architecture allows multiple operators to run their sportsbooks on shared infrastructure while maintaining complete separation of customer data and configurations. This approach provides efficiency gains and enables Kambi to invest more heavily in platform development than individual operators could justify independently.
How does Kambi generate revenue from its partnerships?
Kambi typically operates on a revenue-sharing model combined with fixed fees, earning a percentage of the gross gaming revenue generated through its platform by partner operators. This alignment of incentives ensures Kambi focuses on delivering products that drive player engagement and operator profitability.