Kambi Group has introduced a new corporate identity that places its sportsbook and several technology businesses under the same brand as the company increases its focus on artificial intelligence and data-driven betting.
The new positioning, “Powerful Network. Proven Edge,” covers Kambi’s wider technology offering and reflects the group’s strategy for developing sportsbook products. The company’s network currently includes more than 70 partners operating across over 100 regulated markets. Kambi says it processes around €17 billion in annual betting turnover and 1.5 billion bets.
The refreshed identity also brings Tzeract, Shape Games and Abios under the Kambi name. Tzeract provides AI-powered trading technology, Shape Games specializes in sportsbook front-end technology and Abios operates in esports data.
Kambi acquired Abios in 2021 and agreed to purchase Shape Games in 2022. Tzeract followed in 2023, giving the group an AI-focused trading operation alongside its established sportsbook business.
The move comes after a significant earlier change in Kambi’s corporate structure. Kambi Sports Solutions originated in 2010 from Unibet’s business-to-business sportsbook operation. The company became independently listed in 2014 after Unibet distributed its Kambi holding to shareholders.
AI and Data Take a Larger Role
Kambi is using its expanded technology base to support sportsbook development as betting activity becomes increasingly data-intensive. The company says information generated across its operator network can contribute to pricing, risk management and product development.
Werner Becher, Kambi’s chief executive, said the industry is changing quickly and that operators need technology capable of responding to those changes.
“AI is changing what’s possible, player expectations are evolving and operators need partners that can help them adapt and stay ahead.
“We’ve spent years building the technology, expertise and capabilities needed for that future. Today, we’re bringing that story together under one Kambi brand.”
The company also highlighted its performance during the 2026 FIFA World Cup. Kambi said its AI platform traded throughout the tournament and delivered an 18% operator trading margin.
Bet Builder activity provided another indication of changing customer behaviour. The product accounted for 22% of Kambi’s live bets during the 2026 World Cup, compared with 3% at the 2022 tournament.
The increase reflects a wider sportsbook trend. Operators have introduced different forms of in-play bet builders and same-game parlays, while prediction market platforms have also started developing similar products.
Entain CEE Chief Sportsbook Officer Ivan Gojić recently described the pace of development in this area by saying that “the bar keeps moving on bet builders”, adding that they are now essential rather than a differentiator.
Acquired Businesses Move Under Kambi
The new identity gives Kambi a single framework for presenting capabilities that had previously operated under separate names.
Becher also outlined the company’s reasoning behind the new structure:
“AI is changing what’s possible, player expectations are evolving and operators need partners that can help them adapt and stay ahead,” Becher said, as NEXT.io reports.
“We’ve spent years building the technology, expertise and capabilities needed for that future. Today, we’re bringing that story together under one Kambi brand. Powerful Network. Proven Edge. captures what makes Kambi different.
“Our network gives us unique insight. Our technology turns that insight into innovation. And our expertise helps operators create better experiences for their players.
“Together, those strengths give our partners an edge today while helping them prepare for what comes next.”
Kambi expects AI to expand the range of betting opportunities that its technology can price and trade. The company also sees the technology supporting more dynamic sportsbook experiences.
The business has continued to report growth alongside the brand change. Revenue for the first six months of 2026 reached €89.4 million, compared with €81.9 million in the first half of 2025. Second-quarter revenue was €45.9 million, up 13.5% year on year, while first-quarter revenue reached €43.5 million.
Kambi Builds on Recent Growth
Gerard Starkey, Kambi’s SVP of marketing and communications, said the company wanted its positioning to better reflect developments across its operations.
“Over recent years, Kambi has combined the power of AI, data and expertise to deliver significant advances across trading, product and performance.
“Our new strategic positioning gives us a clearer and more compelling way to tell that story and demonstrate what sets Kambi apart.”
Kambi’s recent expansion also comes as its presence in the US market develops. The company works with Rush Street Interactive, BetMGM, Bally’s and PENN, while bet builders and same-game parlays have become established sportsbook products in the US.
The group’s share price has risen by more than 30% during 2026, according to the supplied material. Its World Cup performance and improved financial results provide the backdrop for the decision to bring its different technology operations together.