News & insights en Seizing the US opportunity, Sarah Robertson speaks with Intergamingi How do you see the growth of the US market? Regulation has arrived rapidly in a number of states, and I’m comfortable saying that it is a speed which caught many stakeholders by surprise. Expertise in compliance and technological scalability have been crucial factors underpinning the success of those who have achieved significant US market share. Illustrating this, we have delivered an impressive number of market firsts, processing the first legal online wager in the US in New Jersey alongside taking the first bets in New York, Pennsylvania, and most recently Michigan and Illinois. In terms of how the product landscape is taking shape, the significance of having a market-leading on-property offering has certainly been noteworthy. The importance of on-property technology in a post-PASPA landscape was something that we anticipated prior to the act’s repeal on May 2018, and we invested a great deal in ensuring that our US land-based offering was ready from day one. Although the majority of Kambi’s revenues will ultimately be generated online as the market matures, maintaining an excellent on-property offering has been and will remain a key factor in our ongoing progress. The Kambi kiosk has proved transformative to the way people like to bet in the US. We now have more than 500 kiosks in operation, driving 75% of on-property handle and streamlining queues for over-the-counter services. Alongside this, our unique Bring Your Own Device (BYOD) technology enables players to construct bets on their mobile devices before placing them in the casino. Approximately 20% of bets placed over the counter at Kambi’s partner casinos are placed using BYOD. At some casinos, this number is as high as 40%, underlining the potential that a joined up, well-executed omni-channel strategy can unlock. Indeed, for traditionally brick-and-mortar operators such as tribal casinos, a bespoke, expertly deployed blend of over the counter and kiosk services can help to draw in a younger clientele and future-proof growth by promoting higher levels of engagement not just in sports betting, but across gaming and hospitality as well by bringing more customers through the doors of the property through broadening its range of products and services. Tell us more about Kambi’s plan for the US market in the next few years? We have made excellent progress against our plans so far, having signed a series of agreements with exciting, potential-rich partners. Alongside national operators including Penn National Gaming and Rush Street Interactive we have partnered with a range of “local heroes” and trusted regional brands including Jack Entertainment, Parx Casino and Seneca Gaming Corporation. We will continue to deliver rapid launches both on-property and online for our existing partners as compliance frameworks continue to be introduced in further states. Our impressive deployment speed is evident in all of the launches we undertake with our partners, and was recently underlined by our work with Seneca Gaming Corporation, going live with sports betting in all three of their New York properties just weeks after the ink on our deal was dry. Simply put, our primary goal in the US is to continue building on this momentum and the impressive marker we have laid down. Partnering with more local heroes is going to form a core part of that strategy, and we are actively engaged with a number of tribal groups. We are already partnered with both Mohegan Sun and Seneca Gaming Corporation and are in active discussions with several tribes as to how partnering with a B2B sports betting provider can significantly enhance the entire casino business – providing a 360-degree view of player activity to boost cross-sell opportunities and bottom line. Is the US now your focus more than Europe as the country continues to open up sports betting and other online sectors? The US has always had the potential to be a huge market for sports betting, and the repeal of PASPA opened up a huge opportunity for industry stakeholders. With no incumbents outside of Nevada, the US opportunity has naturally dominated the conversation when it comes to the sports betting industry, and Kambi, more than any other provider, has demonstrated what it is capable of with an unparalleled selection of partners and a series of market firsts.   However, Kambi is a truly global company, with 850 employees across seven locations, and  alongside the progress we have made in the US we maintain a clear and focused ambition to expand our reach across regions including Europe and Latin America. In 2019 we undertook several new partnerships and launches in Europe, introducing the Casumo sportsbook to various markets including the UK, going live with William Hill in Sweden and powering the re-launch of the popular mybet brand in Germany. In Latin America, our partner BetPlay has grown to become the clear market leader in Colombia, while in South Africa we recently made our retail debut with our partner Sun International. In short, we have a global focus and have ambitious plans to expand not just in the US, but worldwide. How do you see the growth of specific states in particular? Are there any headline regions which interest you? I would anticipate that we will see regulation continue to spread across the US at a similar rate, with 10 to 15 states passing regulation over the coming 12-18 months or so. We have built a world class legal and compliance team which is continually in the process of evaluating opportunities in new markets, and be in no doubt that as new states implement compliance frameworks that Kambi and our partners will be primed to take advantage.   First published by Intergamingi 2020-04-02T16:42:34+0100 Sports wagering – Improving the whole casino’s bottom line Max Meltzer, Chief Commercial Officer, Kambi The year 2019 was a landmark one for the betting and gaming industry as the first full calendar year following the repeal of PASPA, a regulatory development which has opened up unprecedented opportunities in sports betting for all manner of organisations. The nascent US landscape is beginning to take on a defined shape, with multiple states regulating and plenty of promising signs from legislators in those yet to get their journey underway. However, while regulation has been efficiently rolled out in a number of states, there have of course been frustrations and examples of it being done less effectively in states including Oregon. The tribal community holds the cards to how sports wagering can expand through lobbying efforts and compact negotiations, and as sensible regulation allows the right insight from trusted partners can drive significant revenue enhancements across not just sports betting but the entire casino. It heralds opportunities which many tribes are seizing. Tribal groups including Seneca Gaming Corporation have launched sports betting at their properties, while others including Mohegan Gaming and Entertainment have signed agreements and lined up sports betting launches in anticipation of the passage of regulation. Selecting the right route to market for the business is naturally a crucial aspect which tribes must manage. In general, two routes are open, the first being a partnership with a B2C brand, handing over day to day management of the sportsbook to an operator and providing that company with access to the casino’s user database and the brand building opportunities that come with the task. For those tribes that believe in the strength of their brand and want ownership of the sports betting value chain, partnering with a B2B provider capable of providing all-important regulatory certainty and capacity for front-end differentiation can be the first step on the road to sports betting success. A partner with an unblemished compliance record is essential, coupled with a proven track record for delivering the technological flexibility needed to comply with local regulations swiftly. What the B2B providers in this scenario must prioritise is ensuring that the process is as consultative as possible, building on the individual requirements of each tribal partner and learning what’s needed through ongoing dialogue and genuine partnership. No aspect of a tribal casino’s offering is a bolt-on, and for those with trust and confidence in their own brand, sports betting need not be either. With this in mind, it is important to emphasise that neither option for launching sports betting is right or wrong. No tribe is the same, and the only certainty is that the most important aspect will be planning strategically for sports wagering and considering partners who are both experienced at working with tribes and operate with the highest levels of integrity. Indian Country holds the key to the future of sports wagering across the country and has the opportunity to create a world class experience, not only the best experience in their county or state. The right partner can ensure you have the ideal set-up, deliver a strong margin from sportsbook and create sports betting experiences the tribe will be famous for for years to come. Building property-wide gains When it comes to traditionally land-based casino operators, the potential for on-property sports betting to significantly enhance the entire casino ecosystem cannot be overstated. An engaging sportsbook, with a targeted, bespoke blend of over the counter and kiosk services can help to draw in a younger clientele and future-proof growth by promoting higher levels of engagement not just in sports betting, but across gaming and hospitality as well by bringing more customers through the doors of the property through broadening its range of products and services. This is especially the case when rolling out sports betting with an accomplished B2B supplier, as opposed to handing over their database and responsibility for the day to day running of the sportsbook to a third party. Taking control of the sportsbook with a B2B partner empowers the casino with a full 360 degree view of casino and sportsbook customers – enabling them to see how they intersect and how to most efficiently drive cross-sell between the two verticals, leading to gains in both customer engagement and the bottom line.  Greater segmentation and crossover between the sports and casino player leads to enhanced margins, and this is especially true for casinos which take the B2B route to market, which sees the casino retain a greater share of revenue than an arrangement with a B2C brand. These property-wide boosts are already being experienced by Kambi partner Penn National Gaming, finding that sports betting has already significantly benefitted casino revenues at its properties – especially in table gameplay. By way of example, Penn National Gaming recently reported that at its Hollywood Casino Lawrenceburg, table volumes rose by approx. 20% in Q4 2019 following the launch of sports betting. Harnessing online potential It is worth underlining the significance of a high-quality mobile offering seamlessly integrated into the casino ecosystem and consistent with the tribe’s established brand. The convenience and ease of access provided by mobile is a natural complement to the on-property experience, and it goes without saying that a casino’s players will eventually find their way to mobile and online as regulation allows. Tribes considering whether to advocate for online regulation alongside land-based sports betting could look to Seneca Gaming Corporation’s strategy, a tribe planning to have a leading online product which taps into new audiences in a world in which more people are happy to act remotely through the internet. Developing a meaningful online connection with the customer is an excellent way of protecting future growth – for example, rewarding an online customer with a land-based bonus which includes food and beverages or a night at the resort can help to boost the long-term retention of a new breed of player.     In states where sports betting is not active, players can still be offered experiences to acclimatise them to sports betting. In Connecticut, Mohegan Sun’s free-to-play sportsbook has assisted in building their database and readying players for the full online experience. A tribal casino’s audience will have mobile sports betting promoted to them one way or the other, and being ready to interact with those customers with an expertly deployed omni-channel sports betting experience will be crucial to keeping those players happy. Moreover, online gaming does not need to be viewed as a factor that could draw revenue away from the traditional, on-property casino experience. Delivering a high-quality mobile sports betting experience under the casino’s own brand can enhance brand awareness and customer loyalty, thereby driving greater share of wallet. This has even been the case in states regulating on a brick and mortar-first basis, thanks to the sophistication of Kambi’s unique Bring-Your-Own-Device technology (BYOD), which enables players to construct their bets on their mobile devices before placing them in the casino. A total of 23% of bets placed over the counter at Kambi’s partnered casinos are placed using BYOD. At some casinos, this number is as high as 40%, underlining the potential that a joined up, well-executed omni-channel strategy can unlock. BYOD is a further element through which casinos can enhances margins across gaming and hospitality, giving players the opportunity to construct their bets while at the bar or searching the casino floor for their favorite slot game. Indeed, they can also do so from home, and if a player can view and build bets remotely they are naturally more likely to visit the casino. With every tribal casino boasting its own unique set of characteristics and considerations, there is certainly no one size fits all solution when it comes to offering enticing sports betting experiences. Sports betting offers up many opportunities for the casino industry’s decision makers, and how best to offer the product and maximise its potential is a quandary they must get to grips with. For tribes that believe in the strength of their brand and the potential that comes with owning the sports betting value chain, partnering with powerful B2B providers can be a valuable means of achieving lasting success. 2020-03-12T10:00:04+0000 Kambi partners make same week market-first launches in Illinois and Michigan Leading global sports betting supplier Kambi has continued its US expansion with two historic on-property launches in three days, enabling partners Rush Street Interactive (RSI) and Penn National Gaming (PNG) to take the first legal wagers in the states of Illinois and Michigan respectively.   The launch with PNG at its Greektown Casino in Michigan took place on Wednesday afternoon, with the US state becoming the 10th in which the Kambi Sportsbook is live, as well as the eighth state where Kambi has enabled partners to be first out of the gate. Situated in Detroit, the largest city in the midwestern state of Michigan, and home to NFL franchise Detroit Lions, the Greektown Sportsbook has been fitted with 40 Kambi kiosks and four betting windows. On Monday, RSI took the first legal sports bet in Illinois, with former Chicago Blackhawk Eddy Olczyk placing the ceremonial opening wager at the new Rivers Casino Sportsbook, which consists of 30 kiosks and five betting windows.  Illinois is one of the largest states in the US, with a population of approximately 13 million and home to some of the country’s most popular professional sports teams, including the NFL’s Chicago Bears, NBA’s Chicago Bulls and the MLB’s Chicago White Sox. An online launch in Illinois will take place later this year while we await enabling online legislation in Michigan. RSI and PNG both have access to Kambi’s price differentiation tool, providing the ability to alter margin and lines offered by jurisdiction, sport, league and match, right down to offer level, giving operators full control over their pricing strategy.  The two sportsbooks will also benefit from Kambi’s market-leading kiosks, which have been proven to drive handle, boost cross-sell and reduce waiting times at the betting windows. On average, three in every four on-property bets are placed via a Kambi kiosk. Kambi Chief Commercial Officer, Max Meltzer, said: “Kambi’s record for quality and swift delivery is central to our ongoing US progress, and we are delighted to have powered two more market firsts for our partners. “When people look back at this historic period of legalising sports wagering across the US, they will see Kambi was the supplier powering the most firsts and our partners becoming the market leaders in their respective states. It’s all encompassed in our Partner with Confidence strategy.” Prior to the market firsts in Illinois and Michigan, Kambi partners took the first legal online bets in New Jersey, Pennsylvania, Indiana and New Hampshire, alongside the first legal bet in New York State and launching on day one in Iowa. 2020-03-11T17:04:08+0000 NFL Season Report 2020 Approximately 40% of first time bettors place their first wager on the NFL, according to Kambi’s 2019-20 NFL report, which dissects and reflects on all the key data generated by the Kambi network throughout the football season. The report, which was released in the days after the Super Bowl, also details the most popular football teams for bettors to wager on, their favorite bet types, and how bettors from different states favor local teams when picking their futures. In addition, the report gives a minute-by-minute breakdown of the big finale between the Kansas City Chiefs and the San Francisco 49s, highlighting where and when bettors placed their money in-game, on a Super Bowl that was in the balance until late in the final quarter. Find the report here. 2020-02-18T10:04:39+0000 Kambi CEO: US business will still grow faster than European business, even without DraftKings Kambi CEO Kristian Nylén believes the supplier's US business will still grow at a faster rate than its European business, despite the expected loss of its partnership with DraftKings. DraftKings partnered with Kambi to provide its sportsbook in New Jersey in June 2018, in the month after PASPA was overturned, giving individual states the freedom to legalise sports betting. Both parties announced an extension to the partnership last August to expand the agreement to further states, but DraftKings then announced in December it would be merging with supplier SBTech, creating a group with market capitalisation of approximately $3.3bn. While an official notice of termination is still yet to be issued, Nylén spoke on the assumption Kambi's deal with DraftKings will be coming to an end, but he remains optimistic about Kambi's future in the US. Speaking with Gambling Insider at this year's ICE London, Nylén said: "It will obviously have a large impact on our US revenue and it's obviously a big disappointment, but our overall position is still very strong. If I look at the business now compared to where we were before PASPA was overturned in May 2018, we have done amazingly well. "We haven't disclosed any numbers, but looking at the public numbers, you can see it's starting to become an important part of our business already. But it's just starting, and I'm sure that part of the business will still grow faster than the European part of our business." Kambi's list of clients that operate in the US includes: Rush Street Interactive, Greenwood Gaming & Entertainment, Mohegan Gaming & Entertainment, Penn National, Jack Entertainment, Seneca Gaming Corporation and Unibet. Nylén confirmed Kambi was always aware DraftKings would be looking to bring sportsbook technology in-house, going back to the start of the partnership, and that DraftKings never attempted to purchase Kambi. Nylén said: "They were very clear about the message they did want to bring technology in-house, even before we partnered with them. I hoped we could convince them otherwise, but we couldn't. "There is some complexity with us when it comes to M & A, and that [the possibility of being bought by DraftKings] was something that never really came up." Visit to read the full interview on Monday.   First published by Gambling Insider 2020-02-10T17:37:06+0000 Kambi underlines trusted partner status in fresh 2020 marketing campaign Kambi has kicked-off the year with the launch of a brand new marketing campaign that underlines the global supplier’s status as the industry’s trusted sports betting partner. The ‘Partner with Confidence’ campaign, unveiled today with the release of a modern brand-led video at and across owned social channels, highlights Kambi’s position as the sportsbook enabler behind some of the world’s leading operators.  The in-house devised video, produced by London-based commercial production company Irresistible, draws parallels between high-achieving sports stars and sportsbook operators, with the successes of each made possible through the dedication and support of trusted partners behind the scenes.    The campaign also includes a series of print and digital visuals, to be published throughout the year, which feature images of sporting partnerships in action that depict the crucial role trusted partners play in both sport and business.   Gerard Starkey, Marketing and Communications Director at Kambi, said: “A key factor why Kambi is the industry’s trusted sportsbook partner is that we understand the value in creating strong relationships with visionary operators. We take the time to understand and align with our partners’ goals to ensure we are much more than a product supplier and are positioned to guide and advise leveraging our vast experience.     “Partner with Confidence aims to communicate this reassuring message; that as your trusted partner you can count on Kambi to deliver. To deliver the high-performance sportsbook and insight to grow, the regulatory track record and expertise to comply, the flexible technology to differentiate and scale, and the corporate independence to place your interests first.”  Kambi is partnered with more than 20 operators across regulated markets in six continents, combining to create a powerful network that fuels operator growth. In the first nine months of 2019, the turnover generated by Kambi’s partner network grew by more than 30% with a record 11 partners named in the prestigious Power 50 list.    Partner with Confidence will be on display at the Kambi stand during the ICE Totally Gaming exhibition in London next month, located at S2-110. To book a meeting, please visit or email 2020-01-06T11:15:01+0000 Kambi Head Sportsbook Controller Ollie Lamb: International Betting Integrity Association (IBIA) membership is about “protecting the whole sports ecosystem” Speaking with Gambling Insider, Oliver Lamb, Head Sportsbook Controller at Kambi, explained how the supplier will assist the expanding integrity network, and why he thinks organisations such as this are vital in the modern market. What does becoming a member of the IBIA mean for Kambi? We’ve been supporting our operators in the IBIA for a number of years now. We’ve got four operators who are already part of their network - Kindred, 888, ATG and LeoVegas - and as part of our service to the operators we always provide in-house integrity monitoring. Every bet we process is always monitored from an integrity angle. Now it’s good to firm things up, solidify that relationship and finally become an official partner of the IBIA ourselves. That way we can give the network more information and data, as well as sharing our best practice in the area. There are currently 50 online and retail brands involved in the IBIA. How important do you think cooperation is among the gambling industry? I think it’s incredibly important. There are dozens of operators now who are involved in this, and we’re the first sports betting technology supplier who has joined up so it’s great to get that element into the network for them as well. You will see within the network there are a lot of robust commercial rivalries between the operators, and they won’t share a lot of information around a lot of things; but integrity is the one area where there is an open willingness to cooperate because it is beneficial to everyone. It’s about protecting the whole sports ecosystem, including consumers and the sports themselves. At the end of the day, everyone involved in the sports betting industry loves sports and this is about protecting the games we love. As the sports betting market grows, there is greater pressure to offer as many sports, leagues and matches as possible. From a supplier perspective, what else can be done to ensure the integrity of those offerings? Everyone takes their own independent strategy; at Kambi we take a self-regulating approach. If we can’t guarantee the integrity of an event then we are not going to offer it. We are definitely willing to sacrifice targeted parts of the offering if it means protecting the integrity of an event. This is done in a data-driven manner, so we will go event by event or participant by participant and make sure we have enough information on every athlete, or every team; if we don’t have enough information, we will take them out of the offering. Are there any sports which are of primary concern in regards to integrity? The IBIA reveals its reports with transparency on a regular basis, and anyone who has been looking at them can see tennis does stand out, and lower-level tennis in particular. In the last quarterly report, they registered the first real drop in suspicious tennis events, so it does seem the message is getting through there. Tennis regulatory bodies have also enhanced their own internal controls with the Tennis Integrity Unit. Associations like the IBIA shine a light on these things and act as a kind of deterrent because they know the regulated market is tracking this activity. It’s not in any sportsman’s best interest to chase a quick buck and fix a match. As soon as the IBIA has any concerns, they will go to the sport’s governing body and it’s going to get dealt with pretty quickly. In your own experience, having joined the sports betting industry in 2007, do you feel there is now more pressure than ever on regulatory bodies to ensure the integrity of their sports? Absolutely. I believe sports have always taken this seriously and seen it as a potential threat. If there is a doubt of the integrity of the sport people are watching, it is going to damage viewership. The willingness of the sports to cooperate with betting operators is the main positive change I have noticed. In the last few years, they have moved closer together and realised there are shared interests in this area. Sports obviously have the power to impose sanctions on match-fixers, while betting operators are the ones who have the data and the paper trail to make that a possibility.   First published by Gambling Insider 2019-12-06T10:34:32+0000 Kambi underlines integrity credentials with International Betting Integrity Association membership Kambi, the leading global sports betting supplier, has underlined its commitment to the highest levels of integrity with membership of the International Betting Integrity Association (IBIA). The agreement will enhance the relationship between Kambi and IBIA on sports betting integrity and strengthens the association’s unique global monitoring and alert platform. The affiliate membership covers IBIA member brands using Kambi’s sportsbook, which currently includes: Unibet, 32Red, LeoVegas, 888sport and ATG. Oliver Lamb, Kambi’s Head Sportsbook Controller, said: “We are proud to be joining IBIA, an organisation which shares our focus on protecting the integrity of global sport and shielding bettors from the danger of wagering on potentially manipulated events. “Sports betting integrity and commercial probity are at the core of Kambi’s business model, and have been central to our success in regulated markets all over the world. It is excellent to be stepping up our ongoing commitment to these principles, and that IBIA have seen Kambi as an important partner in promoting them.” Khalid Ali, CEO of IBIA, said: “I am delighted to welcome Kambi into IBIA; we are adding another key player to our global network, further enhancing our sophisticated monitoring and safeguarding capabilities, which are unparalleled in spotting the signs of betting-related corruption. “Kambi’s valuable data will undoubtedly serve to strengthen our consumer, business and sports protection capabilities and its membership further cements IBIA’s position as the leading global voice on betting integrity.” The International Betting Integrity Association is the leading global voice on integrity for the licensed betting industry. It is run by operators for operators, protecting its members from corruption through collective action. Its monitoring and alert platform is a highly effective anti-corruption tool that detects and reports suspicious activity on its members’ betting markets. The association has longstanding information sharing partnerships with leading sports and gambling regulators to utilise its data and prosecute corruption. It represents the sector at high-level policy discussion forums such as the IOC, UN, Council of Europe and European Commission. The association publishes quarterly reports covering the integrity alerts reported through its monitoring and alert platform which can be viewed here. Kambi has achieved significant commercial progress in 2019, signing a number of partnerships with leading operators including Penn National Gaming, JACK Entertainment and Seneca Gaming Corporation. 2019-12-05T16:03:38+0000 Record 11 Kambi partners placed inside Power 50 rankings Record 11 Kambi partners placed inside Power 50 rankings  Annual publication of industry’s online power players shows Kambi to be the sportsbook partner of choice  A record 11 Kambi partners have been named in this year’s prestigious Power 50 rankings, underlining Kambi’s standing as the sports betting partner of choice for the industry’s leading operators.  Compiled by EGR Intel in cooperation with professional services heavyweight BDO, the Power 50 grades operators using various key criteria including financial performance, international reach, strategy and market leadership. A total of 11 Kambi partners featured in this year’s list, rising from nine in 2018, including: 888, ATG, Casumo, Corredor Empresarial, DraftKings, Kindred Group, LeoVegas, Paf, Rank Group and Rush Street Interactive. William Hill is the eleventh Kambi partner in the Power 50, following its acquisition long-term Kambi customer Mr Green in 2019, while the company also launched a Kambi-powered, Sweden-facing sportsbook under the William Hill brand earlier this year. Max Meltzer, Kambi Chief Commercial Officer, said: “It’s excellent to see so many Kambi partners populating the Power 50, with three of our partners making the top 10, and I congratulate all who made it into this year’s rankings as I know how hard our partners work with us and across other verticals to stand out and be market leaders.  “The world’s most influential operators are increasingly turning to Kambi to realise their sports betting ambitions, and this year’s Power 50 is another symbolic reminder of how we remain the sportsbook partner of choice for visionary operators around the world. It also underlines the strength of the Kambi network, as well as the calibre of organisations trusting Kambi to support them in growing even faster than their initial expectations by delivering differentiated, engaging experiences to their players.” The Power 50 rounds off a year of significant achievement for Kambi, having signed with a number of leading operators including Penn National Gaming and Seneca Gaming Corporation, while also powering the relaunch of the popular mybet brand in Germany.  Kambi also enhanced its record of delivery, taking the first legal wagers in multiple US states and launching retail sports betting in South Africa with Sun International. 2019-11-29T16:24:07+0000 Kambi Deputy CEO Erik Lögdberg on Opportunities Surfacing for Kambi in the US Kambi is one of the early winners in the US sports betting market, but the B2B sportsbook provider isn’t going to rest on its laurels. It has a lot of unfinished business to tend to in the US. Kambi has partnered with some of the biggest names in US gambling (DraftKings, Rush Street, and Penn National) and been a first-mover in virtually every key sports betting state, from New Jersey to Pennsylvania to Indiana. Betting USA had the opportunity to speak with Erik Lögdberg, Kambi’s Deputy CEO and Chief Business Development Officer, at G2E. Lögdberg offered up his thoughts on the US market, the company’s successes, and what Kambi has in store for the future. Kambi Is Prepared to Keep On Keeping On According to Lögdberg, Kambi’s strategy for the future is pretty straightforward. The company wants to keep the momentum going and build on the strong foundation it’s created. “We’re preparing to be live in 10 to 15 states before the end of 2020,” Lögdberg told Betting USA. “We’re working hard to sign new partners, and from a business perspective, there will be a lot of focus on local market access.” The US Bettor Is (Not Surprisingly) Different According to Lögdberg, there’s a noticeable difference in the US customer profile compared to European bettors. That dynamic has been a difficult adjustment for some companies that thought they could airdrop their successful European products and marketing strategies into US markets. But it didn’t catch Kambi by surprise. “I think it was expected,” Lögdberg said, adding that a key difference is that US betting is centralized around the major sports, whereas in Europe, a larger percentage of handle comes from the full library of sports and leagues. “In Europe you have the local leagues, but there’s also interest in other sports and leagues,” said Lögdberg. “So far, in the US betting is very focused on the Big Six.” Lögdberg expects that to change over time, noting that it’s a natural evolution of bettors. At the same time, popular US sports present interesting opportunities that aren’t present in European markets. On In-Play Betting Opportunities in US Sports Lögdberg pointed to at-bat betting in Major League Baseball as a prime example of a wager type that could be a game-changer for sports betting in the US. “One of our absolute strongest products over the years has been the point in-game in tennis,” Lögdberg said. “It’s quite similar to what you can do with the at-bat type of bet offers, or the result of next shot bets in golf.” Lögdberg believes that because of the slow pace of play and pauses in the game, a US sports bettor watching a baseball game could be wagering a small amount on every at-bat or inning, instead of placing a single $50 or $100 wager on the outcome of the game. “It might take one or two years, and it won’t be for everyone, but that’s what I expect will happen,” Lögdberg said. Is the US Ready for Sophisticated Betting Products? US companies have been taking a conservative approach to product offerings like at-bat wagering, seemingly keeping some of the more complex and sophisticated products available in Europe on the shelf – at least for the time being. But those products are coming, and Kambi had a couple of interesting ones on display at G2E. BetBuilder Kambi’s Bet Builder product is already up and running for the five main sports – Baseball, Football, Basketball, Hockey, and Soccer – in some US markets. Kambi describes its Bet Builder as, “Empowering bettors to combine several in-event combinations, and other bets, on the betslip.” Lögdberg said Kambi’s Bet Builder product possesses unique combinability, which allows users to combine in-event wagers with other bets in different games or even sports. “We call it in-event combinations,” Lögdberg said. “We think about it as just erasing all limitations for the player.” That level of customization is unique to Kambi, and something the company had to think long and hard about. “Two years ago, when bet builders started happening in Europe, it was a big decision,” said Lögdberg. “We could take a short-term view and integrate a third-party [with fewer features and customization], but we always knew we wanted to build this ourselves. Players are going to want to cashout, and we want to risk manage this effectively, so we decided to do it in-house and do it properly.” Teaser+: A Product for the Experienced Bettor Another product Kambi was touting at G2E is a betting option called Teaser+. Teaser+ provides real-time teaser lines at different point spreads. Most of the time, but not always, that provides bettors with a better line than they would receive from traditional teaser bets. Essentially, it means Kambi doesn’t use the teaser odds cards used by other books, and instead provides the true value of the teaser parlay, ensuring the bettor gets the true live price for their picks. According to Kambi, the benefits of Teaser+ are as follows: On average, higher odds than the standard Teaser Teaser lines offered are 6, 6.5 or 7 points Available pre-match on main point spread and total point lines For parlays containing between two and eight selections The Teaser+ option will automatically appear in the betslip when available Teaser+ also available for NCAAF (College Football) and NBA   First published by BettingUSA 2019-10-30T11:30:20+0000