Kambi Signs Odds Feed+ Deal With ComeOn Group
Kambi Group has secured a new multi-year agreement with ComeOn Group, with the operator selecting Kambi’s standalone Odds Feed+ solution to strengthen its international sportsbook operations.
The agreement gives ComeOn access to Kambi’s centrally managed pricing and trading infrastructure, including esports odds powered by Abios, while preserving full control over its proprietary sportsbook platform and customer ecosystem.
Selective Integration Over Full Outsourcing
ComeOn operates sportsbook and casino brands across several regulated European markets and has invested heavily in building its own multi-feed sportsbook stack. Rather than adopting a full turnkey sportsbook solution, the operator has opted to integrate targeted pricing services into its existing architecture.
The move reflects a deliberate hybrid strategy: retain platform ownership, customer data control, and internal risk management while externalising specialist components where scale, automation, and modelling expertise deliver operational efficiency.
For operators with established in-house capabilities, managed odds feeds can reduce trading overhead, improve market depth, and accelerate expansion into new verticals without compromising operational autonomy. The model also shortens time-to-market in regulated jurisdictions where speed and pricing quality are competitive differentiators.
Strategic Implications for Kambi
The agreement reinforces Kambi’s continued pivot toward modular product offerings. As more operators internalise core platform infrastructure and trading functions, demand is rising for standalone services such as managed odds feeds, esports pricing, and trading tools.
While standalone pricing agreements carry different margin dynamics than traditional revenue-share sportsbook contracts, they expand supplier reach and position technology providers competitively within hybrid sportsbook environments. This approach enables suppliers to monetise expertise even when operators choose not to outsource their entire sportsbook.
Esports Strengthens the Hybrid Model
Access to Abios’ esports pricing capabilities strengthens ComeOn’s position in a high-growth but operationally complex vertical. Esports requires real-time data modelling, specialist trading expertise, and scalable infrastructure areas where managed solutions offer tangible advantages.
More broadly, the partnership reflects an industry-wide shift toward hybrid sportsbook architecture, where operators combine proprietary platforms with specialised external services. As competition intensifies across regulated markets, modular infrastructure is evolving into a long-term structural model rather than a transitional strategy.
In this context, the ComeOn-Kambi agreement underscores a wider recalibration across the sportsbook technology landscape: control remains in-house, but precision components are increasingly sourced from specialist providers.
Official Source Link : Kambi
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