Kambi Group plc Signs Exclusive Long-Term Sportsbook Agreement with US Gaming Giant Bally’s Corporation

By | May 2, 2023


The world’s leading sports betting supplier to support the global expansion of Bally Bet – Bally’s Corporation’s online sports betting platform – with provision of a fully managed sportsbook

Kambi Group plc, the world’s trusted sports betting partner, has entered into an exclusive long-term sportsbook partnership with Bally’s Corporation, one of the world’s leading casino-entertainment companies.

Under the terms of the partnership, Kambi Group plc will support the expansion and enhancement of Bally’s Corporation’s online and retail sportsbooks with the provision of its award-winning fully managed sportsbook to deliver unrivalled online and retail sports betting entertainment to Bally’s Corporation’s global customer base.

Kambi Group plc’s quick integration, compliant technology and speed to market capabilities will enable the partnership to expand rapidly, with Bally’s Corporation planning to be powered by Kambi Group plc in at least seven US states and at four retail gaming locations by the end of this year.

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

In line with Kambi Group plc’s modular product approach, the two parties have also come to an agreement which provides Bally’s Corporation with the option, pending the satisfaction of certain material performance metrics, to acquire a license to a limited part of Kambi Group plc’s online and retail technology source code. Should Bally’s Corporation exercise the option and pay an agreed sum, the two parties would enter into a separate long-term outsourcing agreement in relation to Kambi Group plc’s range of modularized services.

The partnership between Kambi Group plc and Bally’s Corporation has the potential to become a material source of revenue for Kambi Group plc over the course of the contract.

“We are pleased to enter into this long-term partnership with Bally’s Corporation to enable the enhancement and expansion of its online and retail sports betting platform and services,” the co-founder and Chief Executive Officer for Kambi Group plc, Kristian Nylén, said. “Kambi Group plc 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.”

Separately, Bally’s Corporation has also partnered with White Hat Gaming, which will provide its player account management platform solution to the operator.

“We are very excited to have entered into long-term agreements with both Kambi Group plc and White Hat Gaming, two of the world’s most established and trusted gaming technology companies,” the Chief Executive Officer for Bally’s Corporation, Robeson Reeves, said. “Kambi Group plc provides an award-winning sportsbook that delivers unrivalled sports betting entertainment. By incorporating that with White Hat Gaming’s PAM platform solution, as well as our geographic reach, customer base and marketing prowess, Bally’s Corporation 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.”

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