Kambi Group signs partnership with Bally’s Corporation

Kambi Group and Bally's Corporation have signed a long-term sportsbook partnership agreement.

According to the agreement, Kambi will provide its sportsbook to assist in the development and enhancement of Bally's online and retail sportsbooks. This will allow Bally to provide its extensive global client base with online and retail sports betting entertainment.

Further, the Kambi sportsbook will take the place of Bally's in-house data and marketing technology stacks, replacing Bally's proprietary sports betting technology and allowing Bally's to lower fixed costs and increase engagement with its "Bally Bet" brand.

Under the agreement, which is in accordance with Kambi's modular product strategy, the two parties have also given Bally's the option to purchase a licence to a small portion of Kambi's online and retail technology source code.

Kristian Nylén, Kambi’s CEO and Co-Founder, said: “We are pleased to enter this long-term partnership with Bally’s to enable the enhancement and expansion of its online and retail sports betting platform and services. I believe this powerful collaboration with Bally's will deliver its customers the next-generation betting entertainment they demand.”

Additionally, White Hat Gaming and Bally's have partnered to offer the operator their player account management platform solution.

Robeson Reeves,betfair poker online CEO of Bally’s Corporation, said: “We are very excited to have entered into long-term agreements with both Kambi and White Hat. By incorporating Kambi’s sports betting entertainment with White Hat’s PAM platform solution, as well as our geographic reach, customer base, and marketing prowess, Bally’s will be optimally positioned to achieve significant scale and capture substantial market share in the global gaming market.”

Recently, Kambi announced Q1 revenue of €44m ($48.5m), up 19% from the previous year.


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