Kambi Renews BetCity Partnership Following Entain Takeover
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Kambi Group has extended its agreement with BetCity, reaffirming its role as the Dutch operator’s primary sportsbook provider. The multi-year deal ensures that BetCity continues using Kambi’s turnkey sportsbook solution, along with Shape Games’ front-end technology, a division of Kambi focused on optimizing app functionality and user experience.
Strengthening a Long-Term Relationship
Since the Netherlands regulated online gambling in 2021, BetCity and Kambi have worked together to establish a strong market presence. The contract renewal signals confidence in Kambi’s technology, which has been instrumental in BetCity’s growth.
Kambi is a well-known global sportsbook technology provider, offering services such as odds compilation, risk management, and customer intelligence tools. These solutions have helped BetCity build a reliable and competitive betting platform. BetCity’s leadership recognizes the value of this collaboration, crediting Kambi’s sportsbook for enhancing its operations and market position.
Impact of Entain’s Acquisition
BetCity’s expansion gained further momentum when Entain acquired the brand in 2022. As one of the largest gaming groups worldwide, Entain introduced its proprietary technology and expertise, strengthening BetCity’s position in the Dutch market. The partnership has helped BetCity navigate a highly competitive space, benefiting from both Kambi’s advanced sportsbook and Entain’s strategic backing.
The decision to renew the partnership reflects BetCity’s reliance on Kambi’s sportsbook, which offers real-time odds, adaptable risk management, and market-driven insights. The deal also extends the use of Shape Games’ front-end technology, ensuring BetCity’s app remains intuitive and engaging for players. In a market where user experience plays a critical role in customer retention, a seamless and visually appealing platform gives BetCity an edge.
Kambi’s Expanding Global Reach
Beyond the Netherlands, Kambi continues growing its global sports betting industry footprint. In January 2025, it secured a major partnership with Stake, a crypto-focused gaming operator, to power its sportsbook in Brazil, a move aligned with the country’s recent legalization of sports betting.
Kambi has also introduced Odds Feed+, a flexible solution designed for operators seeking high-quality odds with minimal integration effort. The standalone service delivers a customizable odds feed and includes automated bet settlement, allowing sportsbooks to fine-tune their offerings without overhauling their entire platform. In late 2024, Kambi integrated Odds Feed+ into Rei do Pitaco, a Brazilian fantasy sports operator.
A Strategic Future
With the renewal of its BetCity partnership and expansion into new markets like Brazil, Kambi is reinforcing its position as a key player in the sportsbook technology sector. The company’s continued focus on innovation ensures its partners stay competitive in an evolving landscape. Meanwhile, BetCity’s decision to stick with Kambi highlights the effectiveness of its current sportsbook infrastructure as it seeks to maintain its standing in the Dutch market.