Super Bowl LVIII witnessed a notable rise in engagement with same-game parlays (SGPs), with these bets accounting for 26% of the total handle on the NFL's premier event.
This marked an increase of five percentage points compared to the previous year.
Kambi played a role in facilitating the growth of SGPs during the Super Bowl. The company's introduction of in-game and cash-out options for SGPs ahead of last year's event contributed to the heightened interest among bettors.
Live SGPs across the Kambi network saw growth, with the share of in-game handle more than tripling in 2024.
The success of SGPs during the Super Bowl was also attributed to Kambi's 'result of drive' market, which emerged as one of the most popular in-game markets alongside traditional options like money line, spread and total points.
Additionally, the availability of a range of player props before and during the event further fuelled interest in SGPs among sports bettors.
Despite standout performances from players like Patrick Mahomes and Brock Purdy, neither quarterback featured among the top three most popular players to bet on. Instead, the Honor went to 49ers' running back Christian McCaffrey, followed by Travis Kelce and Isiah Pacheco of the Chiefs.
Super Bowl LVIII marked a milestone for Kambi, with the event registering the highest single-event handle on the Kambi network in the past 12 months.
Total handle surpassed that of the 2023 UEFA Champions League final.
Hans Neskvern, Kambi's Head of US Sports, said: “The Super Bowl is always one of the biggest nights of the year across the Kambi partner network and continual enhancements made to our NFL product have seen us deliver an offering which leads the market in-depth and combinability.
"A dramatic conclusion in which the Chiefs further cemented a dynasty not seen since the days of Tom Brady and the New England Patriots rounded off a thrilling season for the NFL and Kambi, which we look forward to building on with our partners throughout 2024.”
The news follows Kambi's launch of Tzeract this January, a trading division backed by AI, aimed at further enhancing the sports betting experience.
In December 2023, Kambi sealed a long-term partnership with Bingoal in Belgium and the Netherlands, allowing Kambi to expand its presence in regulated European markets.
