Sports betting technology supplier Kambi has extended its footprint in the regulated Italian market after Novomatic subsidiary Greentube launched the supplier’s sportsbook within its Italy-facing StarVegas online casino brand.
StarVegas, which is among Italy’s top 10 casino brands in terms of market share, completed the integration of Kambi’s Premium sportsbook earlier this week, as the operator looks to secure a slice of the c.€500m sports betting market.
As a result, Kambi’s sportsbook is now available in addition to four of Italy’s most prominent online gaming operators, with 888, Kindred Group’s flagship Unibet sportsbook, and LeoVegas’ Winga brand also on the supplier’s roster.
StarVegas will promote its new sportsbook product with an advertising campaign utilising TV and printed media, while it also intends to increase its presence on digital marketing channels.
The launch is the second of its kind between Greentube and Kambi, following a partnership agreement completed earlier. In July, Greentube’s Admiral brand launched the Kambi Sportsbook in Romania.
In a statement announcing the deal, Kristian Nylen, Kambi chief executive said: “I am delighted to see the Kambi Sportsbook go live with Greentube’s prominent StarVegas brand in Italy, strengthening our position a leading end-to-end sportsbook supplier in the market.”
The news follows a busy few months for Kambi, in which it was selected to provide Bulgaria’s National Lottery with its premium sportsbook and the signing of a long-term extension to its agreement with 888sport.
Kambi also supplied the platform required for Mr Green to launch its ‘Sportsbook 2.0’, with the operator focusing on Kambi’s Instant Betting product to provide customers with a more casino-style betting experience.
Nylen added: “This strategic partnership has great potential to turn Greentube into an important pan-European sportsbook player alongside its already successful casino brands, highlighting the scalability of the Kambi Sportsbook.”