Kambi Unveils Rebrand After Big World Cup
Kambi Group has launched a new brand identity built around the strategic promise "Powerful Network. Proven Edge.", according to a company statement released on September 2, 2026.
The refresh brings the sportsbook technology provider's trading platform Tzeract, front-end specialist Shape Games and esports data business Abios together under a single Kambi brand for the first time since Kambi acquired each of them, at a time when operators across the UK sports betting market are weighing which platform providers can keep pace with AI-driven pricing.
Kambi said its network now spans more than 70 operator partners across more than 100 regulated markets, processing approximately €17bn in turnover a year. The company's statement framed the network itself as the core of its pitch to operators: every partner that joins strengthens the pricing, risk management and product data available to every other partner on the platform.
AI & Same-Game Betting Growth Drivers
Kambi pointed to rising demand for personalised betting formats as evidence its network effect is already paying off. The company said Bet Builder, its same-game multi-bet product, accounted for 22% of all live bets placed during the 2026 FIFA World Cup, up from 3% during the 2022 tournament.
Werner Becher, chief executive of Kambi, said in the statement: "Kambi is driving sports betting into a new era. AI is changing what's possible, player expectations are evolving and operators need partners that can help them adapt and stay ahead. We've spent years building the technology, expertise and capabilities needed for that future. Today, we're bringing that story together under one Kambi brand."
Gerard Starkey, Kambi's SVP of marketing and communications, added: "This brand refresh isn't just about how Kambi looks. It's about how we articulate the value we create for our partners and the advantage we help them build."
He said the company's positioning reflects a belief that "the future of sports betting will increasingly be shaped by connected intelligence, where vast data, new technologies, and human expertise work together to create better outcomes for operators and players alike."
Two Products Anchor The Offer
Kambi said operators can access the refreshed platform through two core products: Turnkey Sportsbook, its end-to-end solution spanning technology, trading, risk management, front-end and managed services across online and retail channels, and Odds Feed+, a premium odds feed offering pre-match and live pricing plus player prop and micro markets through a single API integration designed to sit alongside an operator's existing sportsbook.
The company said it is already building the capability to price, trade and manage what it called "a near limitless universe of betting opportunities" using AI combined with its proprietary trading technology, with the stated goal of making the sportsbook experience more dynamic and responsive to individual players over time.
The rebrand takes effect immediately across Kambi's channels, including a newly launched corporate website, and the company said it will make its first major public appearances under the new identity at SBC Summit in Lisbon and G2E Las Vegas later this month.
Kambi lists on Nasdaq Stockholm's First North market and counts operators including 888 Holdings, DraftKings, Kindred Group, LeoVegas and Rush Street Interactive among its long-standing online casino and sportsbook customers, alongside the newer partners added as its network has grown to its current scale of more than 70 operators.
