Kambi is extending its reach beyond the sports betting space via a partnership with Google, with the aim of enhancing the tech giant’s esports content.
The partnership sees Kambi provide Google with a series of esports data packages, including scheduling, fixtures, competitive stats, player and team data, and scoring information.
Titles covered include popular games like League of Legends, Counter-Strike, Dota 2 and Valorant. The data packages are provided by Abios, Kambi’s specialist esports division.
Werner Becher, Chief Executive Officer of Kambi Group, said: “Partnering with Google is a significant milestone for Kambi and Abios, and a strong endorsement of the advanced data infrastructure and expertise we have developed over many years.
“With Google’s global scale, this collaboration will help elevate the way esports data is accessed and experienced by audiences around the world.”
The deal is unique in that, on the face of it, there is no mention of betting. This appears to be Kambi’s first deal outside its traditional industry of betting and gaming, which it has operated within since its foundation in 2010.
Founded in Sweden and headquartered in Malta, Kambi initially counted Swedish B2C betting and gaming group Kindred as a controlling stakeholder until a divestment in 2014.
The following nine years saw Kambi secure more independence from Kindred, culminating in the full repayment of a multi-million euro loan in 2023. Kindred and its Unibet and 32red brands – now owned by French group FDJ United – remained a key client of Kambi, however.
Partnering with Google follows an active few months for Kambi in the sportsbook space, having signed deals to deliver its tech and data products to the likes of France’s PMU, fellow Swedish founded business Comeon Group, and new Finnish venture SuomiVeto.
In Google’s case, the search engine, IT and computing giant simply states that it aims to bring richer esports features to esports consumers using Google Search and the Google App.
Marvin Brischke, EMEA Sports Partnerships Lead at Google, added: “Esports continues to grow in popularity globally, and we’re pleased to work with Kambi and Abios to improve the breadth of esports information available to our users.”