Kambi Group signed an agreement with Hard Rock Digital to power its pre-match and live odds today (14 October).
The deal will see the sportsbook supplier deliver its Odds Feed+ solution to the operator’s Hard Rock Bet brand in eight US states.
Hard Rock has been touted by some observers as a brand with strong growth prospects in the US, after challengers failed to dislodge its Florida sport betting monopoly in state and federal courts.
Werner Becher, Kambi CEO, said: “This Odds Feed+ partnership with Hard Rock Digital represents another important step forward for Kambi.
“The deal builds on the strategy Kambi set out 18 months ago to leverage our position as the world’s leading sportsbook provider with the offer of standalone products that uniquely benefit from our turnkey sportsbook.
“Hard Rock is one of the leading sportsbook operators in the US and precisely the kind of prestigious partner we were targeting as part of this modularisation approach.”
Kambi says deal milestone in long-term strategy
The agreement is Kambi’s first major Odds Feed+ partnership, with the business highlighting it as an important milestone in its long-term strategy.
The supplier added the agreement could become a significant source of revenue going forward, depending on the scope of additional services provided to Hard Rock Bet in future.
The Odds Feed+ solution, which is expected to launch on Hard Rock Bet in Q4 2024, is supported by Kambi’s turnkey sportsbook and AI trading division Tzeract.
The full library of odds will be delivered through a single API integration, which will aim to give operators the ability to revise their Odds Feed+ package on demand.
This will allow Hard Rock to add additional US and global sports to its offering on demand.
Matt Primeaux, executive managing director and president of Hard Rock Digital, added: “The addition of Kambi’s odds feed will provide us with a greater range of betting options and more flexibility, while still allowing our team to maintain control of our core product.
“We’re excited to partner with Kambi and create more unique experiences for players on our top-rated platform.”
