Kambi Launches New Brand Identity, Consolidating AI and Modular Tech Focus

Kambi has revealed a revamped brand identity, introducing the slogan 'Powerful Network. Proven Edge.' The move consolidates its sportsbook, AI, frontend, and esports assets under one brand, and underscores Kambi's emphasis on AI-driven innovation across the sports betting ecosystem. The refreshed identity is being rolled out through its website, global communication channels, and at industry events starting this month.

Kambi's New Brand Identity and Strategic Consolidation

The repositioning is described by Kambi as "more than just a visual refresh." It marks the formal union of several technology assets within the Kambi Group: the supplier's sportsbook platform, the AI trading system from Tzeract (launched in 2023), frontend technology from Shape Games, and Abios' esports business. All will now operate openly under the Kambi name.

Kambi has progressively acquired and developed these capabilities in response to operators increasingly seeking modular technology that can integrate into in-house systems. Modularisation was a driver behind the launch of Odds Feed+ in 2024, which now stands alongside Kambi's turnkey sportsbook as its two principal offerings.

AI Integration: Core to Kambi’s Sportsbook Platform

AI has become a central theme in Kambi's product and brand evolution. CEO Werner Becher has said AI is poised to eliminate the need for human traders industry-wide. In a public statement, Kambi stressed, > "The industry is entering a period of major change. Advances in AI are transforming what can be priced, traded and delivered, while player expectations continue to evolve towards experiences that are more personal, more engaging and more responsive." — Kambi statement

By integrating the AI expertise from Tzeract and expanding data-driven solutions like Odds Feed+, Kambi aims to give partner operators a competitive edge as markets grow more complex. The company sees AI as one of the most significant opportunities seen in sports betting.

Acquisitions of Shape Games and Abios: Timeline and Valuations

• Shape Games was acquired by Kambi in 2022 for an initial €38.5 million.
• Abios joined the group in 2021 for an initial SEK150 million with SEK120 million in earnouts possible.
• Both Abios and Shape Games saw founding executives exit after acquisition. Shape Games CEO Christian Risom departed in 2023, and Abios co-founder and managing director Anton Janér left in 2026.

These acquisitions support Kambi’s stated goal of providing a full-stack solution for regulated sports betting markets, especially as demand increases for more personalised, engaging betting experiences.

Operator Partnerships and Market Reach

Kambi now supplies its platform and Odds Feed+ data product to more than 70 operator brands across over 100 regulated markets. This network delivers not only technology but also a data-sharing edge, according to company materials.

Kambi's bet builder feature highlighted its influence during the second quarter of 2026, accounting for 35% of all bets placed during the World Cup and 22% of live bets—a significant jump from 3% during the 2022 event. The supplier's Q2 2026 revenue reached €45.9 million, up 13.5% year on year, with World Cup activity as a primary growth driver.

Deployment and Industry Presence

The newly unified Kambi branding is set to appear at major industry events through the rest of the year, in addition to its digital and physical assets. In May 2026, Kambi also opened a new office in Southwark, formally ending its ten-year tenure at Hammersmith.

Werner Becher summarised the company's vision:

"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." — Werner Becher, CEO

The explicit focus on AI and modular technology aligns with the firm's assessment that operators capable of leveraging data and automation will outperform in increasingly competitive and regulated environments.

Outlook: Kambi’s AI-Driven Strategy in Sports Betting

Looking ahead, Kambi positions itself to benefit from the widening application of AI in sports betting—streamlining pricing, trading, and user experience. The integration of recently acquired and internally developed assets under one unified identity is intended to simplify its value proposition for operators seeking technology partners who can help them adapt to changing market dynamics.