In the past year, kambi has acquired Shape Games. The two have seen commercial success in several key markets as the tech provider grows its presence in the US.
Kambi SVP sales, Sarah Robertson and Shape Games CCO Morten Tonesen explained the importance to invest in a powerful gaming and sportsbook product in key global regulated markets, especially as consolidation continues.
This year, Kambi reached a major milestone when signed a deal Bally’s for its sportsbook platform to be used by the newly relaunched Bally Bet.
Robertson believes that this deal highlights the importance of having a “really solid product” in order to be successful in the US, due to the fierce competition there. She said that for operators who are not the giants in the industry, investing into a powerful tech stack outside of their company is crucial to success.
Robertson said: “We have also seen a lot more consolidation in the regulated markets where we operate, especially in the US.” Kambi has a great business case because it needs a good product to compete on these markets.
“All these markets are becoming more and regulated, especially in Europe and the US. In the Netherlands, Sweden and the UK, we have seen changes. It is important to have a product that is both engaging and compliant.
I believe the effort to achieve that is enormous, and both Kambi & Shape have worked hard over the past few years to ensure our technology can scale to many different regulations. “I think that has been the core of our success and our continued development.”
It has been a year now since Kambi acquired Shape Games. The two companies had worked closely together before the acquisition. Tonnesson said that the last year was used to fully integrate and develop the technologies of the two companies to create an efficient ecosystem.
Shape’s CCO stated that the integration allowed Shape to access a range of Kambi customers and improved results.
He explained, “We already worked closely together before the acquisition. Now we have a better way to work together because we share ownership. We’ve identified more ways to optimize technology and we have better access to Kambi’s large number of clients.”
We’ve seen that working together has a positive impact on both our customers and us as a company.