Kambi makes identity switch amid growth of AI and popularity of bet builders

Kambi has launched a new brand identity and strategic positioning centred on AI and data as it looks to position itself for the next phase of sports betting. “Powerful Network. Proven Edge.” is built around Kambi’s network of over 70 partners across more than 100 regulated markets, with the company saying it processes around €17bn in annual turnover and 1.5 billion bets. This network’s scale creates a feedback loop, with data and activity from operators helping improve pricing, risk management and product innovation across the network. World Cup shows bet builder boom The company highlighted the 2026 World Cup as an example of this advantage, saying its AI platform traded the entire tournament and achieved an 18% operator trading margin. It also pointed to changing betting behaviour during the tournament, with bet builders accounting for 22% of live bets, compared with 3% in 2022. The growth of the bet builder product across the entire industry has become apparent. In the UK, for example, Flutter Entertainment brands Sky Bet and Paddy Power have long been offering new ways to upgrade their versions, as has bet365. Even in the US, prediction markets platforms are beginning to construct ways to introduce bet builders, or parlays, on their sites. Several variations of in-play bet builders are a feature many sportsbooks have added in recent years, so the growth of them during the World Cup will come as no surprise to those familiar with the gambling sector. Entain CEE’s Chief Sportsbook Officer, Ivan Gojić, recently told SBC News that “the bar keeps moving on bet builders”, adding that they are now essential rather than a differentiator. What the Kambi rebrand means The refreshed Kambi brand also brings capabilities from across the wider Kambi Group under a single identity, including Tzeract’s AI trading platform, Shape Games’ frontend technology and Abios’ eSports business. Looking ahead, Kambi said AI will allow it to expand the range of betting opportunities it can price and trade while making sportsbook experiences more dynamic and personalised. The company believes the combination of its network scale, proprietary technology and trading expertise will give operators a competitive advantage as the industry continues to evolve. A Kambi spokesperson told SBC News that the announcement “represents a lot more than a new tagline and a visual refresh”, while the company’s Chief Executive Officer, Werner Becher, stated that the firm is “driving sports betting into a new era”. “AI is changing what’s possible, player expectations are evolving and operators need partners that can help them adapt and stay ahead,” Becher said. “We’ve spent years building the technology, expertise and capabilities needed for that future. Today, we’re bringing that story together under one Kambi brand. Powerful Network. Proven Edge. captures what makes Kambi different. “Our network gives us unique insight. Our technology turns that insight into innovation. And our expertise helps operators create better experiences for their players. “Together, those strengths give our partners an edge today while helping them prepare for what comes next.” The move comes as the B2B sportsbook provider continues to go against the grain of the industry’s PLCs, having seen its share price increase markedly – by over 30% – so far this year. It seems that the recent growth the Stockholm-listed, Malta-headquartered business experienced during the World Cup has not made it rest on its laurels. With Kambi’s recent improved performance in the US and bet builders/same-game parlays now a core product for US sportsbooks, an opportunity may have been spotted by the company, which already works with Stateside giants including Rush Street Interactive, BetMGM, Bally’s and PENN.