Turnkey Sportsbook partnership extended until end of 2027 as LeoVegas Group continues gradual migration to in-house sportsbook, which now has access to Kambi’s premium Odds Feed+ solution
Read More In an increasingly competitive sports betting landscape, operators need more than just odds from their odds feed provider. Discover why flexibility and choice in your odds feed provider can unlock greater control, sharper margins and a truly differentiated sportsbook experience.
Odds feeds have long been a fundamental part of the online sports betting ecosystem. However, as the market matures and competition intensifies, it’s increasingly clear that not all odds feeds are created equally. Today, operators are demanding ever greater control over their odds service to truly differentiate themselves in a crowded marketplace.
In the past, a basic odds feed might have sufficed, but in today’s sports betting landscape, a sportsbook’s odds feed can be a key growth driver. The ability to scale, customise and localise your offering has never been more important. Operators need a solution that empowers them to deliver high-quality, relevant pricing at scale — across both core markets and the “long tail” of niche leagues and sports — without overstretching internal resources.
This is precisely why flexibility and choice should be at the heart of any decision when evaluating an odds feed partner.
What to look out for when looking for a flexible odds provider
The ideal odds feed provider should equip your sportsbook offering with everything it needs to stay competitive. Scalability, local relevance and deep, diverse betting options are crucial in catering to the modern sports bettor.
Broad market and sport coverage
As demand grows at both ends of the broader sportsbook offering — from the most-watched events to more niche sports and competitions — sportsbooks need an odds feed service that can keep pace. A broad sports and market offering, covering everything from major leagues to lower-tier or emerging competitions, is essential. The growing popularity of long-tail content means it’s nearly impossible for most operators to trade everything in-house without compromising on quality, making access to global leagues and deep market types a must.
Geographic adaptability
Player trends can shift dramatically by region, and your feed must reflect that. Whether it’s offering cricket in India, baseball in Japan, or Gaelic football in Ireland, a truly flexible odds feed should be capable of delivering the right leagues, bet types and odds formats for each target market.
Scalability
Your odds feed needs to grow with you. Whether you’re entering a new jurisdiction or gearing up for a surge in activity around a major tournament, your sportsbook offering should be able to flex accordingly — scaling up or down without any compromise in performance. This adaptability helps you manage resources efficiently while staying responsive to demand.
Flexible integration options
Odds feeds should plug seamlessly into your existing tech stack. A provider with a simple yet flexible sports betting odds API helps you go to market faster, reduce development costs and minimise disruption, while alleviating the resource-intensive process of needing to integrate a new feed for each sport or event type. Whether you’re integrating a single sport or building a multi-provider strategy, ease of integration is essential.
The link between flexibility, choice and sportsbook success
Maximised player engagement
Player engagement depends on relevant content. By tapping into trending leagues, seasonal events and popular new bet types like micro markets or player props, you can keep your offering fresh and engaging. Operators that can respond quickly to shifts in player demand — whether it’s during the NFL season or a sudden surge in esports — are far more likely to retain their audience.
Seamless integration with your tech stack
When an odds feed integrates smoothly, it cuts down on deployment time and ongoing maintenance. That frees up your engineering and product teams to focus on what really matters: building new features, exploring new markets and pushing your sportsbook forward. Technical agility makes a big difference when you’re racing to launch quickly.
Increased margins
The right pricing tools can directly impact profitability. Advanced feeds powered by AI — especially in areas like bet builders and player props — are helping sportsbooks improve margins while maintaining pricing accuracy. At Kambi, for instance, AI-driven trading now drives more than a third of operator GGR, showing clear upside in both pricing quality and profitability.
Competitive edge
The ability to adapt your odds feed in line with strategic goals — be that local focus, content differentiation or niche audience targeting — can often be a key differentiator between market leaders and the rest. Flexible odds feed providers empower innovation and speed, giving you the edge to lead rather than follow.
How Kambi’s Odds Feed+ gives you +choice
Kambi’s Odds Feed+ is designed to deliver true flexibility for operators. With access to over one million pre-match and 450,000 live markets each year, covering more than 100 sports, it delivers comprehensive global content with the agility to scale, pivot and customise as you see fit.
Operators can tailor their odds packages based on local demand or strategic initiatives — expanding or narrowing the offering on demand. This makes it possible to focus on core sports in-house, while outsourcing the long tail with confidence in both quality and control.
Enhanced player props, actively traded and managed by Kambi, offer operators a powerful tool to grow margins. And with AI-driven pricing now powering a significant portion of revenue, the quality of the feed is matched by its profitability.
Odds Feed+ is built to provide ultimate flexibility, without sacrificing reliability or control. You maintain operational oversight through powerful tools like price differentiation, enabling granular control over your trading strategy.
