SBC News Kambi enables Bally’s to ‘rapidly expand’ online and retail sportsbook

Kambi enables Bally’s to ‘rapidly expand’ online and retail sportsbook

Kambi has announced a sportsbook partnership with US casino and entertainment company Bally’s Corporation.

The long-term deal sees the sports betting platform provider enhance Bally’s online and retail sportsbooks via the provision of its solution to deliver online and retail sports betting entertainment to Bally’s customer base.

Kristian Nylén, Kambi CEO and Co-Founder, stated: “We are pleased to enter into this long-term partnership with Bally’s to enable the enhancement and expansion of its online and retail sports betting platform and services. 

“Kambi is the proven global leader in sportsbook provision and I believe this powerful collaboration with Bally’s will deliver its customers the next generation betting entertainment they demand.”

The pair also highlighted how Kambi’s ‘quick integration, compliant technology and speed to market capabilities’ will enable the partnership to expand rapidly.

Bally’s is planning to be powered by Kambi in at least seven US states and at four retail gaming locations by the end of 2023.

The Kambi sportsbook will replace Bally’s proprietary sports betting technology and, through an integration into the operator’s in-house data and marketing technology stacks, will enable the leading stateside operator to reduce fixed costs in the aim of driving further engagement in its Bally Bet brand.

A Swedish-based firm which trades on the Stockholm Nasdaq exchange, Kambi, like many other European B2B providers, has been eyeing up opportunities on the other side of the Atlantic for some time.

Notable achievements for the company in the US betting space have included a partnership with Rush Street Interactive and Potawatomi Casinos & Hotels, whilst it also recently secured a licence in Puerto Rico.

“We are very excited to have entered into long-term agreements with both Kambi and White Hat, two of the world’s most established and trusted gaming technology companies,” added Robeson Reeves, CEO of Bally’s Corporation.

“Kambi provides an award-winning sportsbook that delivers unrivalled sports betting entertainment. 

“By incorporating that with White Hat’s PAM platform solution, as well as our geographic reach, customer base, and marketing prowess, Bally’s will be optimally positioned to achieve significant scale and capture substantial market share in the global gaming market. 

“This, in turn, will support our vision of becoming the premier, full-service, vertically integrated casinos and resorts, online sports betting, and iGaming company.”

The partnership has also been suggested to have the potential to become a ‘material source of revenue’ for Kambi over the course of the contract.

The deal closely follows the publication of Kambi’s financial results for the first quarter of the year, which saw the company’s revenue increase 18% year-on-year to €44m (Q1 2022: €36.9m).

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