Kambi Group and Hard Rock Digital have announced a new agreement that sees the former provide its new Odds Feed+ solution to the Hard Rock Bet brand, which is currently present in eight US states.
Kambi will release live pre-game odds
Kambi’s range of pre-game and live betting odds is expected to be integrated into Hard Rock’s offerings in the states:
- Arizona
- Florida
- Illinois
- Indiana
- New Jersey
- Ohio
- Tennessee
- Virginia
Additionally, the two companies stated that Hard Rock Bet is also ready to launch Kambi’s Odds Feed+ in the last quarter of this year.
So this new deal marks the first major partnership announcement for Kambi’s Odds Feed+ as the operator looks to further solidify its position in the competitive US market.
In August, Kambi also expanded its sports betting collaboration with Rush Street Interactive in the US. More recently, it turned its attention to the Latin American scene, negotiating a new agreement with KTO Group with the aim of improving its offerings in Brazil.
Kambi CEO Werner Becher commented on this latest agreement. “This Odds Feed+ partnership with Hard Rock Digital represents another important step for Kambi.”
“In other words, the agreement builds on the strategy that Kambi established 18 months ago to leverage our position as a world leader in sports betting. We offer independent products that exclusively benefit from our turnkey sports betting.”
“Hard Rock is one of the leading sports betting operators in the US and is exactly the type of prestigious partner we were looking for as part of this modularization approach,” added Becher.
Hard Rock wants to diversify the user experience
This sentiment was shared by Matt Primeaux, CEO and President of Hard Rock Digital: “The addition of the Kambi odds feed will give us a greater variety of betting options and more flexibility.”
“In this way, it will allow our team to maintain control of our core product. We are excited to partner with Kambi and create more unique experiences for players on our best-in-class platform.”
So for Hard Rock, this deal is all about diversifying the user experience in the US. This comes shortly after the company announced another US$329 million project in Malta.