SBC News Voice of the Sports Betting Industry
Kambi Group Plc has won an exclusive commercial tender to enhance and diversify the end-to-end sportsbook capabilities of Svenska Spel.
Announced as a ‘major coup’ for the Stockholm-listed technology group, Kambi will power ‘Svenska Spel Oddset’, the flagship sportsbook brand of Sweden’s state-owned gambling and lotteries group.
Svenska Spel has enlisted Kambi to supply all sportsbook-related provisions to deliver a highly differentiated sportsbook product and wagering experience for Swedish consumers.
Of significance, Kambi declared that the Svenska Spel partnership would have a meaningful financial impact from H2 2024.
Announcing the client win, Kristian Nylén, Kambi CEO, said: “Given Kambi’s strong Swedish roots, I am proud that we have been selected as the operator’s long-term sportsbook provider for Svenska Spel.
“As we continue to build commercial momentum and execute our long-term strategy, this partnership is a significant milestone for the business and will enable Kambi to further strengthen its position in one of our core markets.
The winner of a competitive tender, Kambi’s sportsbook solutions were branded as cutting-edge by Svenska Spel. The operator further praised the tech group’s range of extensive tools for product diversification and empowering players beyond standard mechanisms.
Key to Svenska Spel’s sportsbook diversification will be the integration of Shape Games, Kambi’s new front-end management and live optimisation platform.
Shape Games will power the front end of Svenska Spel’s new sportsbook, giving the operator control over the user experience and enabling it to differentiate from its competitors.
Morten Tonnesen, Shape Games Chief Commercial Officer, said: “This is an incredibly exciting new partnership for Shape Games which marks the third former state-owned monopoly we have partnered with.
“From day one, we have been dedicated to enhancing the sports betting user experience with our leading front-end technology, and we are really looking forward to working closely with Svenska Spel to deliver something truly unique for its players.”
Concluding the announcement, Kambi and Shape Games underscored the legacy of Svenska Spel – Sweden’s heritage gambling group, serving customers securely since 1997 and raising funds for Swedish good causes and grassroots sports.
Dan Korhonen, Svenska Spel Sport & Casino Head of Product Sports Betting, said: “It has been an extensive process. We have evaluated a number of different alternatives, and we feel we have found the perfect partner in Kambi.
“This partnership will further strengthen our offering. We look forward to launching our new Oddset sportsbook next year where focus will be on accommodating our customers on a new level.”
