Hard Rock Digital Selects Kambi’s Odds Feed+ for Enhanced Betting Experience

Kambi Group plc, a globally recognized sports betting solutions provider, has signed a landmark agreement with Hard Rock Digital to deliver its newly developed Odds Feed+ product to the Hard Rock Bet brand, a major US sports betting platform. This partnership marks Kambi’s first significant collaboration for its Odds Feed+ solution, furthering its modularisation strategy in the sports betting market.

The multi-state Hard Rock Bet brand operates across eight key US jurisdictions, including Arizona, Florida, Illinois, Indiana, New Jersey, Ohio, Tennessee, and Virginia. Under this new agreement, Kambi will supply a comprehensive range of odds for both pre-match and in-play betting events. The odds are supported by Kambi’s renowned turnkey sportsbook and advanced AI trading capabilities, provided by its Tzeract division. Hard Rock Bet’s integration with Kambi’s Odds Feed+ is set to go live in Q4 2024.

Delivered via a single API integration, Kambi’s Odds Feed+ allows operators to curate a bespoke package of odds, with the flexibility to adjust content on demand. While Hard Rock Bet will initially offer a selection of Kambi’s extensive global sports odds, the system’s adaptability enables the addition of other US and international sports as required, creating a tailored betting experience.

The Hard Rock Digital partnership represents a significant milestone in Kambi’s growth trajectory. By tapping into Kambi’s Odds Feed+, Hard Rock Digital can enhance its market offering and potentially explore expanded services over time, contributing to Kambi’s long-term revenue strategy.

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.”

Matt Primeaux, Executive Managing Director & 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.”