a-based Kambi Group announced on Thursday it had signed a multi-year deal with Bulgaria’s National Lottery, under which it will provide its sports betting and technology services to the operator’s 7777.bg brand.

Kristian Nylén, CEO of Kambi said: "We are delighted to be partnering with the National Lottery AD in Bulgaria. We share the same vision, which is to supply the best sports betting experience to 7777.bg's customers; one that is engaging, entertaining and safe.”

National Lottery, which is fully licensed and regulated by Bulgaria’s State Commission on Gambling, already holds a dominant position in the lottery and gaming verticals and it expects to become Bulgaria’s biggest sportsbook.

It is anticipated 7777.bg will complete the switch to Kambi's solution during Q4 2017, at which point the brand will be fully equipped to gain Sportsbook market share and compete effectively with Tier 1 operators.

Milen Ganev, Marketing Director of National Lottery AD commented: "We are known to work with only the highest quality providers and Kambi is just that.

“We do this clearly and purely to serve our end customers and to give them the ultimate experiences they deserve. Together, we believe this partnership will support our mission to become the country's leading provider of sports betting experiences," he said.