Kambi Unveils New Brand Identity and Strengthens AI Commitment in Sports Betting

Kambi has unveiled a renewed brand identity that reflects its vision for the future of sports betting and the critical role it expects to play in its transformation driven by artificial intelligence. With the slogan ‘Powerful Network. Proven Edge’, the company signals that this is not just a visual change, but an acknowledgment of integrating all the capabilities of the Kambi Group under one global brand.

Technological Integration Under One Brand: Kambi and Its Evolution

The new joint identity encompasses Kambi's core sportsbook technology, the AI-based trading platform from Tzeract, the frontend technology from Shape Games, and Abios’s esports business. All these units, previously recognized independently, now operate under the Kambi name, consolidating a more modular and robust portfolio. This strategy responds to the trend of operators internalizing technology and seeking flexible partners.

Over the last few years, Kambi has strengthened its offering through key acquisitions:

• In 2022, it completed the initial purchase of Shape Games for €38.5 million.
• In 2021, it acquired Abios for SEK150 million, with an additional SEK120 million in earnouts.

Both founding teams have since left the company: Christian Risom, CEO of Shape Games, departed in 2023; Anton Janér, co-founder and managing director of Abios, left in early 2026.

The Impact of Artificial Intelligence and the New Value Proposition

The renewed identity focuses on the strategic use of artificial intelligence, both in odds setting and in risk management and player experience personalization. Since the launch of Tzeract in 2023, Kambi has enhanced automated trading capabilities. In 2024, they introduced Odds Feed+, a key complement along with their comprehensive sportsbook platform.

According to CEO Werner Becher, AI will reduce reliance on human traders, allowing for more scalable and personalized operations. A recent statement from Kambi highlights:

“The industry is going through a phase of great change. Advances in artificial intelligence are transforming what can be calculated, negotiated, and delivered, while player expectations evolve towards more personal and dynamic experiences.”

Kambi believes that the most well-positioned operators will be those able to turn technology, data, and intelligence into differential competitive advantages.

International Expansion and Leadership in Regulated Markets

Kambi maintains agreements with over 70 operators in more than 100 regulated markets globally, where it distributes both its sports betting platform and the Odds Feed+ data service. The brand relaunch, in addition to being implemented on its website, will be deployed across all global channels and will appear at major events in the sector starting this month.

Regarding the new brand, Becher stated:

“Kambi is taking sports betting into a new era. Artificial intelligence redefines what is possible, player expectations evolve, and operators need partners that help them adapt and anticipate.”

The company emphasizes that ‘Powerful Network. Proven Edge.’ encapsulates the combination of technological vision, data network, and industry experience they offer operators to differentiate themselves and be prepared for the next challenges in the sector.

Financial Results and Growth Driven by the World Cup

In the second quarter of 2026, Kambi reported revenues of €45.9 million (£35.1 million), representing a year-on-year increase of 13.5%. The strong performance during the FIFA World Cup was a key factor, especially thanks to its bet builder product, used in 35% of the tournament’s bets and 22% of all live bets—far above the 3% recorded during the 2022 World Cup.

The company also highlighted its move in May to new offices in Southwark after ten years at its previous location in Hammersmith, reinforcing its presence in the international market.

Operator Perspectives and Next Steps

Kambi’s new approach, supported by AI and modularity, comes at a time when operators are searching for partners capable of providing real innovation and agile adaptation in regulated markets. “Today we bring all our history under one brand. Our network gives us unique perspective, our technology turns that vision into innovation, and our experience helps operators create better user experiences,” Becher noted.

Looking ahead, Kambi identifies artificial intelligence as one of the most relevant opportunities in the industry’s recent history, a factor that will be key in the evolution of operators looking to maintain a competitive advantage.