iGaming operator Glitnor Group announces a new partnership with sports betting technology provider Kambi Group, adopting Kambi's end-to-end sports betting technology and services across all its online brands. According to the agreement, Glitnor will replace its existing B2B supplier with Kambi's betting engine, Bet Builder product, and AI-driven trading features. This change will cover all of Glitnor's brands in European and American markets, including Lucky Casino, Happy Casino, Flax Casino, and One Casino, affecting jurisdictions such as Sweden, the Netherlands, and Ontario, Canada. This partnership follows closely after Glitnor's recent €55 million funding, aimed at enhancing the quality of sports betting services and supporting a global expansion strategy.
Announcement of Partnership and Agreement Details
Glitnor Group formally announces a new strategic partnership with sports betting technology provider Kambi Group. The agreement involves the comprehensive adoption of Kambi's technology solutions across Glitnor's global brand network.
As part of the partnership, Glitnor will replace its current B2B sports betting provider with Kambi's end-to-end sports betting technology and services, achieving a complete technological upgrade.
Technology Integration and Product Features
The technology integration will include the deployment of Kambi's new betting engine, Bet Builder product, and AI-driven trading features. These technological components are designed to enhance the smoothness and personalization of the betting experience.
The AI-driven trading features will provide more accurate odds calculation and risk management capabilities, enhancing the platform's market competitiveness.
Brand Coverage and Market Impact
The technological upgrade will cover all of Glitnor's online brands, including Lucky Casino, Happy Casino, Flax Casino, and One Casino. These brands operate in multiple jurisdictions and have a broad user base.
The affected markets include Sweden, the Netherlands, and Ontario, Canada, where users will experience the newly upgraded sports betting services.
Management Statements and Strategic Vision
Glitnor Group CEO Richard Brown states that the new agreement represents a long-term partnership that will help expand the group's influence in core markets. "Partnering with Kambi is a wise choice for us, as their market-leading technology lays the foundation for providing players with a high-quality, seamless sports betting experience," says Brown.
Brown emphasizes that the partnership aims to "enhance sports betting services" and meet users' expectations for a high-quality betting experience.
Kambi's Response and Partnership Value
Kambi CEO Werner Becher welcomes the partnership: "This cross-jurisdictional agreement demonstrates the strength of our turnkey sports betting solutions, capable of providing cutting-edge technology that drives growth, ensures regulatory peace of mind, and creates a world-class betting experience for players."
Becher notes that Kambi's award-winning sports betting technology will provide comprehensive technical support and service guarantees for Glitnor.
Funding Background and Expansion Strategy
This partnership announcement follows closely after Glitnor's €55 million funding in September, provided by hedge fund HG Vora Capital Management, aimed at supporting future acquisitions.
The funding will support the group's broader growth strategy, including product development investments and operational expansion, enhancing overall market competitiveness.
Recent Acquisitions and Market Layout
Glitnor recently completed several acquisition transactions, including the acquisition of iGaming operator OneCasino, which operates across multiple European markets. These acquisitions support the group's market expansion strategy and technology integration plans.
Last year, the group also agreed to acquire a 37.5% stake in New Jersey-based iGaming operator PlayStar, further strengthening its layout in the North American market.
Technology Advantages and Platform Features
Kambi's technology platform is known for its turnkey solutions, providing a complete sports betting infrastructure. The platform is highly scalable, able to adapt to different market regulatory requirements.
AI-driven features include intelligent odds adjustment, risk management, and personalized recommendations, enhancing operational efficiency and user experience.
Market Positioning and Competitive Environment
Glitnor operates in multiple regulated markets in Europe and America, needing to comply with strict regulatory requirements in each jurisdiction. Kambi's technology solutions are recognized in the industry for their compliance and reliability.
The partnership will help Glitnor enhance its technological competitiveness in the competitive sports betting market, better meeting user needs.
Future Outlook and Development Plans
Through this partnership, Glitnor plans to enhance the quality and consistency of its sports betting services, providing a unified high-quality experience across all operating markets. The technology upgrade is expected to increase user engagement and market share.
The group will continue to seek growth opportunities, strengthening its market position through technological cooperation and strategic investments, achieving long-term sustainable development.
