Bally Bet partners with Kambi Group plc to sign long-term sportsbook agreement

May 2, 2023
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US gaming company Bally's have partnered with sports betting provider Kambi Group plc.

Bally’s online sports betting platform - Bally Bet - has entered into an exclusive long-term partnership with sportsbook provider Kambi Group plc. By the end of this year, Bally's is planning to be powered by Kambi in at least seven US states and at four retail gaming locations.

The Kambi sportsbook will replace Bally's current sports betting technology and through the operator's in-house data and marketing technology stacks, will hopefully benefit Bally's by reducing fixed costs, and driving further engagement in its Bally Bet brand.

Under the terms of the partnership, Kambi will work on supporting the expansion and enhancement of Bally’s online and retail sportsbooks to deliver online and retail sports betting entertainment to Bally’s global customer base.

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

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

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