Key points:
- Hard Rock is set to utilise Kambi’s Odds Feed+ solution, with plans to launch via the product during Q4 2024
- The partnership will launch to millions of bettors across the US, initially going live in eight sports betting regulated states
Kambi Group and Hard Rock Digital have announced a new agreement which sees the former provide its new Odds Feed+ solution to the Hard Rock Bet brand, which is currently live in eight US states.
Kambi’s range of pre-match & live betting odds are set to be integrated into Hard Rock’s offerings across the states of Arizona, Florida, Illinois, Indiana, New Jersey, Ohio, Tennessee and Virginia – alongside its AI trading division – Tzeract. Additionally, the two companies have stated that Hard Rock Bet is also set to launch with Kambi’s Odds Feed+ during the final quarterly phase of the calendar year.
This new deal marks the first major partnership announcement for Kambi’s Odds Feed+, as the operator looks to further solidify its position across the competitive US market. In August, Kambi also extended its sportsbook collaboration with Rush Street Interactive in the US. More recently, it turned its attention towards the LatAm landscape, brokering a new deal with KTO Group aimed at enhancing its Brazilian offerings.
Kambi CEO Werner Becher commented on this latest deal, saying: “This Odds Feed+ partnership with Hard Rock Digital represents another important step forward for Kambi. 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.
"Hard Rock is one of the leading sportsbook operators in the US and precisely the kind of prestigious partner we were targeting as part of this modularisation approach."
This sentiment was echoed by Matt Primeaux, Executive Managing Director & President of Hard Rock Digital, who added: “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. We’re excited to partner with Kambi and create more unique experiences for players on our top-rated platform.
For Hard Rock, this agreement aims to diversify its user experience in the US, shortly after the company announced that construction had begun on its €300m ($329m) Maltese development project.
