SBC News Voice of the Sports Betting Industry
Kambi Group has partnered with Hard Rock Digital to deliver its new Odds Feed+ solution to the operator’s Hard Rock Bet brand.
The US sports betting operator will access Kambi’s suite of odds across both pre-match and live betting, with odds benefitting from its turnkey sportsbook, as well as its AI trading division Tzeract.
The Hard Rock Bet brand is available in Arizona, Florida, Illinois, Indiana, New Jersey, Ohio, Tennessee and Virginia.
Werner Becher, Kambi CEO, noted: “This Odds Feed+ partnership with Hard Rock Digital represents another important step forward for Kambi. The deal builds on the strategy Kambi set out 18 months ago to leverage our position as the world’s leading sportsbook provider with the offer of standalone products that uniquely benefit from our turnkey sportsbook.
“Hard Rock is one of the leading sportsbook operators in the US and precisely the kind of prestigious partner we were targeting as part of this modularisation approach.”
Hard Rock Bet will initially offer a selection of Kambi’s global sports odds, however, Kambi emphasised that the flexibility of its single API odds feed provides Hard Rock Bet with the ability to add additional international or US sports as required.
As Kambi’s first major Odds Feed+ partnership, the collaboration with Hard Rock Digital is said to mark a significant milestone in the provider’s long-term strategy.
“The addition of Kambi’s odds feed will provide us with a greater range of betting options and more flexibility, while still allowing our team to maintain control of our core product,” added Matt Primeaux, Executive Managing Director & President of Hard Rock Digital.
“We’re excited to partner with Kambi and create more unique experiences for players on our top-rated platform.”
Hard Rock Bet is expected to launch with Kambi’s Odds Feed+ in Q4 2024.
In July, Kambi confirmed the appointment of Werner Becher as the new CEO of the Stockholm-listed sports betting technology group.
Becher took charge of Kambi’s leadership from late July, succeeding incumbent Kristian Nylén, who ended his 14-year tenure as Chief Executive.
