In a significant expansion of its technological offerings, Kambi Group has partnered with Hard Rock Digital to roll out its innovative Odds Feed+ solution across the United States. This collaboration marks a major milestone as Hard Rock Bet, operating in eight states, will incorporate Kambi’s advanced pre-match and live betting odds into its services.
The states benefiting from this upgrade include Arizona, Florida, Illinois, Indiana, New Jersey, Ohio, Tennessee, and Virginia. This integration is supported by Kambi’s artificial intelligence trading division, Tzeract, enhancing the betting experience with cutting-edge technology. The launch of Odds Feed+ with Hard Rock Bet is scheduled for the final quarter of the year, signaling a strategic enhancement of Hard Rock’s betting capabilities.
First major rollout for Kambi’s Odds Feed+:
This agreement represents the first significant deployment of Kambi’s Odds Feed+ since its introduction. Kambi, a leader in sportsbook services, aims to consolidate its presence in the highly competitive US market through this partnership. Additionally, the company continues to expand its influence, having recently extended its sportsbook agreement with Rush Street Interactive in the U.S. and broadened its focus to the Latin American market through a new arrangement with KTO Group to boost its offerings in Brazil.
Kambi CEO Werner Becher expressed enthusiasm about the partnership, stating, “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.”
Becher further highlighted the strategic alignment with Hard Rock Digital, noting, “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.”
Enhancing betting flexibility and user experience:
Echoing the sentiments of mutual benefit and strategic growth, Matt Primeaux, Executive Managing Director & President of Hard Rock Digital, emphasized the advantages of this collaboration. “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. We’re excited to partner with Kambi and create more unique experiences for players on our top-rated platform,” said Primeaux.
For Hard Rock, this agreement not only diversifies its betting offerings but also comes shortly after the company announced the commencement of a €300 million ($329 million) development project in Malta, underscoring its commitment to growth and innovation in the global gaming and entertainment sectors.