Kambi Group’s Abios Secures Multi-Year Partnership with Google to Scale Global Esports Data
Kambi Group’s esports division Abios has signed a multi-year agreement with Google to distribute esports data across its consumer-facing products, marking a structural shift in how betting-grade data reaches mass audiences.
Under the deal, Abios will power esports coverage across Google surfaces including Search and the Google App. The rollout initially spans four core titles: League of Legends, Counter-Strike, Dota 2 and VALORANT. Coverage includes schedules, live scores, team and player data, and competitive statistics.
The agreement moves Abios beyond its traditional B2B base of sportsbooks and media partners into large-scale consumer distribution via Google’s ecosystem. For Kambi Group, this expands Abios’ role from trading support to a broader data infrastructure layer embedded directly in user discovery environments.
Platform distribution, not just data supply
While positioned as a data partnership, the commercial weight sits with Google’s role as a primary gateway for sports and esports information. By integrating Abios feeds directly into search results, Google centralises access to data that would otherwise be fragmented across operator platforms, publisher sites and specialist apps.
Upstream visibility
Consumption increasingly happens within Google’s interface, reducing the need for users to navigate to operator or media-owned environments.
Supplier leverage at scale
Abios gains mass distribution without depending solely on sportsbook integrations, repositioning itself closer to a platform-layer provider than a pure B2B vendor.
Implications for operators and competitors
For operators using Kambi’s platform, the impact is directionally positive but indirect. Greater visibility of esports content can expand top-of-funnel engagement, but Google retains control of the user interface and primary relationship.
For competing data providers, the deal raises the distribution benchmark. Placement within Google’s ecosystem is materially different from supplying sportsbooks or niche media, reinforcing Abios’ positioning as a tier-one infrastructure provider in esports data.
More broadly, the agreement reflects a wider industry shift: premium sports and esports data is no longer confined to betting use cases. Instead, it is being repackaged for mainstream platforms where scale and visibility outweigh per-client monetisation.
Strategic positioning
Kambi CEO Werner Becher framed the deal as validation of the group’s data capabilities. The more significant takeaway, however, is structural – reflecting a broader expansion strategy that spans both betting and non-betting ecosystems, as seen in Kambi Enters France with Long-Term PMU Partnership.
Abios is being repositioned as a horizontal data layer capable of serving both betting and non-betting ecosystems, with Google acting as a high-scale distribution partner.
For Google, the partnership fills a long-standing gap in esports coverage – an area historically constrained by fragmented and inconsistent data sources – while strengthening its position as the default entry point for real-time sports and esports information.
Source: Kambi
