Hard Rock Bet will have access to an expanded suite of odds through a new partnership with Kambi Group.
Kambi may not be a familiar name to casual users of online sports betting apps, but the Unibet spinoff will supply Hard Rock Bet with:
- Odds Feed+, which includes pre-match and live betting odds tech and
- Information from Tzeract, Kambi’s AI trading division.
What the Partnership Means For Bettors
Sports bettors see Kambi’s influence when they line shop for the best sportsbook offers and odds. Kambi has a distinct set of betting markets, which it supplies to Bally Bet, BetRivers Sportbook, and others. With Monday’s announcement, Hard Rock Bet joins that list.
Smaller companies call on Kambi for work behind the scenes. For example, the company can help design and supply casinos with a mobile version of their in-house sportsbook.
Hard Rock Digital Managing Director and President Matt Primeaux thinks Kambi will create new and distinct experiences on the Hard Rock Bet app.
“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,” he said. “We’re excited to partner with Kambi.”
Kambi Likes Hard Rock Bet’s Trajectory
DraftKings and FanDuel are the sports betting giants. Both companies have a presence in 26 states. Hard Rock is available in eight states, with a queen on the chess board: Exclusive control of the Florida sports betting market.
Its other states are Arizona, Illinois, Indiana, New Jersey, Ohio, Tennessee, and Virginia.
Kambi CEO Werner Beche called Hard Rock “one of the leading sportsbook operators in the US and precisely the kind of prestigious partner we were targeting.”
“This Odds Feed+ partnership with Hard Rock Digital represents another important step forward for Kambi,” he said in the Oct. 14 announcement. “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.”
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