Sports betting technology supplier Kambi will launch its odds product with Hard Rock Digital in numerous U.S. states before the end of this year.
On Monday, the Swedish company announced that it will provide Hard Rock Bet with Odds Feed+, a suite of pre-match and live betting odds, through its turnkey sportsbook and AI trading division Tzeract.
Hard Rock Bet expects to launch the offering in Q4 2024 in the eight U.S. states in which it offers its sportsbook: Arizona, Florida, Illinois, Indiana, New Jersey, Ohio, Tennessee and Virginia.
Kambi, which already has U.S. partnerships with the likes of Rush Street Interactive and Bally Bet, said in a release its technology will allow Hard Rock Bet to customize its odds-feed package on demand and expand its global sports offerings to customers.
“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,” said Matt Primeaux, Hard Rock Digital executive managing director and president. “We’re excited to partner with Kambi and create more unique experiences for players on our top-rated platform.”
In partnering with Hard Rock Bet, Kambi will get access to the Florida sports betting market. Hard Rock Bet is owned by the Seminole Tribe and enjoys a status as the only legal operator in the Sunshine State.
Kambi added that partnering with Hard Rock is part of its long-term B2C strategy. The company noted that Odds Feed+ and other services it could provide to Hard Rock offer “great potential to become a significant source of revenue.”
“This Odds Feed+ partnership with Hard Rock Digital represents another important step forward for Kambi,” Kambi CEO Werner Becher said. “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 U.S. and precisely the kind of prestigious partner we were targeting as part of this modularisation approach.”
Hard Rock strengthens position
Hard Rock has been building upon its Florida monopoly and wider U.S. footprint in recent months by boosting its offerings and visibility.
In September, the Florida-based operator reintroduced the retooled Flex Parlay, an exclusive product it originally launched last year to allow players to receive higher payouts based on the number of correct selections for each leg. Back in April, the sportsbook also launched SGP Max as a feature that allows players to build multiple same-game parlays into a single wager.
The gaming and hospitality giant has been upgraded its online sportsbook amid the launch of Roll with Us, a new campaign that features Grammy-nominated superstar Post Malone. Hard Rock Bet has also secured high-profile partnerships in its home state with the likes of the NHL’s Florida Panthers and the NFL’s Jacksonville Jaguars.
Meanwhile, in Q4, Hard Rock Digital is expected to complete the strategic acquisition of some of 888‘s U.S. B2C assets. Taht deal was initially announced back in March, although no details of which assets Hard Rock would purchase or of the specific financials of the deal were disclosed.
Genius Sports and Kambi deny merger rumors
Meanwhile, in early September, executives from both Kambi and data giant Genius Sports publicly denied industry rumors that the two companies were looking to merge.
“While Kambi tends not to comment on rumor and speculation, I can confirm that Kambi is not engaged in any such discussions,” said Kambi Chairman Anders Ström in a statement.
“As policy, we do not comment on unfounded and ill-informed rumors,” added Genius CEO Mark Locke. “To prevent any further speculation, we can confirm that we are not involved in any discussions of this nature with Kambi.”
Media speculation of a takeover by Genius Sports grew after Kambi negated previously released revenue projections for 2027.
