Days away from the 2022 edition of the Global Gaming Expo in Las Vegas, Kambi’s Senior Director of Sales, David Bretnitz, in conversation with Yogonet, reflected on the importance of the event not only for the company but for the sector at a global scale.
To the company and Bretnitz in particular, G2E is always one of the biggest events in the sports betting calendar, “and with good reason, offering fantastic opportunities to engage with partners and colleagues from across the full breadth of the industry.”
In the post-pandemic era, in-person events have been getting back up to speed, especially over the last year. “We are pleased to be back supporting and attending G2E after last year’s successful show,” he said.
As its commercial, technical and product staff prepares to exhibit the company’s portfolio at booth #2230, Bretnitz did a walkthrough of what visitors will find at the stand.
“Alongside our award-winning range of on-property technology, delegates will also be able to experience first-hand the Kambi Bet Builder, which enables bettors to create parlays not only within individual games but across different events and sports - including four major US leagues,” the executive stated.
He pointed out that the brand’s Bet Builder “exponentially increases the scale of the options available to our partners’ customers, putting near limitless combinations at their fingertips.” Bretnitz also noted that the product also allows bettors to combine wagers across different events and sports.
“24% of all pre-game bets on the 21/22 NFL were parlays, while 45% of NFL bettors placed a Bet Builder over the course of the campaign. Underlining the impact of the extensive potential for combinability the product unlocks, 42% of Bet Builders included selections from more than one game,” he explained. “It is an increasingly critical factor separating an excellent sports betting experience from a serviceable one and differentiating variable in customer retention."
Throughout 2022, Kambi has seen its products reach new audiences around the world. One of the highlights of its expansion was the Ontario iGaming and sports betting market, which debuted April 4.
“Regulation in Ontario was a hugely significant milestone, bringing regulated single-event sports wagering to the first province in Canada, and the nation’s most populous province at that,” Bretnitz noted. “Kambi went live in the market on day one and we are powering a number of partners throughout the province, including NorthStar Gaming and Rush Street Interactive."
We're excited to announce that partner Mohegan will offer Kambi's market-leading sportsbook technology to Fallsview Casino Resort and Casino Niagara in Ontario, providing an exciting destination for sports fans and bettors across the Canadian province.https://t.co/v3tBwKPZuO pic.twitter.com/2U8qB0t3vr— Kambi (@KambiSports) September 29, 2022
The company is also extending its reach in the province by partnering with Mohegan into on-property sports betting at the operator’s Fallsview and Casino Niagara resorts. The two properties will integrate Kambi's full suite of sports betting technology and services.
A total of 36 kiosks will be installed across the Fallsview Casino Resort and Casino Niagara properties, with plans to convert Casino Niagara's sports bar into a retail sportsbook.
“Having a product tailored to the demands of Canadian sports bettors is, of course, a key factor in delivering both engaging experiences for players and enhanced margins for partners. Kambi’s Nordic heritage means we have long had a market-leading product for ice hockey, with a real depth of in-play and combination capability," Bretnitz notes.
Kambi does not plan to stop there. The company has more than 40 partners on six continents, “and are always looking for means through which to enhance our levels of service to those partners alongside expanding the Kambi network through further partnerships with ambitious operators,” the Senior Director of Sales stated.
The brand knows that operators seek the ability to deliver tailor-made, localized experiences that fit their target audience, a condition that has become an increasingly important area of differentiation.
To this end, Kambi recently acquired the front-end development specialist Shape Games, which strengthened its existing front-end capabilities and complemented the technology the company already has in place.
“With partners in common already, including BetWarrior and JACK Entertainment, we knew that this represented an excellent cultural and product fit - one which significantly boosts the capabilities of both businesses in delivering bespoke front-end propositions to operators, an ever-more significant part of the sports betting value chain.”
The acquisition builds upon an established partnership between the two companies. Kambi and Shape Games have previously combined on tender processes to secure turnkey contracts, and Kambi believes the closer bond this agreement delivers will ultimately lead "to greater commercial success for both parties."