Kambi's Strategic Front-End Acquisition Boosts Sports Betting Expertise
Kambi Group completed a $78 million acquisition of Shape Games.
Kambi Group, a renowned B2B supplier of fully managed sports betting services, has snapped up Shape Games - a front-end wizards for sports betting - bolstering Kambi's technology prowess in the bustling sports betting industry. The initial consideration for the deal amounts to €38.5 million ($38.47 million), with a potential earnout of up to €39.6 million ($39.57 million), making the total value of the deal €78.1 million ($78.03 million) in cold, hard cash.
Shape Games: The Secret Sauce for Customer Engagement
Front-end focused, flexible, and precise – that's Shape Games, Denmark's cherished front-end specialists. Known for its prowess in delivering customizable and natty tech, Shape Games has built a reputation for igniting customer engagement and retention. This Copenhagen-based company excels in working solely with big-league players in regulated markets. Kambi's co-founder and CEO, Kristian Nylen, was thrilled with this merger and what it means for Kambi:
Shape Games' tech allows operators to squeeze every last drop of value from the Kambi sportsbook, providing the operators with the control needed to craft exclusive experiences for their players.
Shape Games' gamut of alliances with operators like Danske Spil and Norsk Tipping speaks volumes about the trust and esteem the industry has for the company. Besides its collaborative efforts with Kambi through BetWarriors and JACK Entertainment, it's worth noting that Shape Games is already part of Kambi's narrative.
A Marriage Made in Tech Heaven
The union of Kambi and Shape Games will supercharge Kambi's front-end development acumen, promising to increase sportsbook turnover by firing up customer acquisition and retention. Shape Games' advanced tech suite delivers more than mere front-end tech: it covers the gamut, including loyalty programs, stats, free-to-play games, personalized offers tailored to player preferences, and the works.
Shape Games' CEO and co-founder, Christian Risom, was equally enthralled about the partnership. He added:
Together, we'll offer the granddaddy of sports betting and casino experiences for any market in the world – whether it's on mobile, web, or brick-and-mortar stores.
This collaboration will pave the way for a universally captivating sports betting and casino offering that scales across various platforms. Kambi's adaptable approach enables the company to partner harmoniously with other sportsbook contenders while maintaining a tight integration with Shape Games' sportsbook.
The Gift That Keeps on Giving
This partnership comes bearing gifts for operators and affiliated companies, offering them an avenue to drive incremental revenue in a steady and sustainable fashion. Kambi’s augmented sports betting value chain excellence means it can deliver polished, top-notch solutions through turnkey and modular packages. Shape Games, while remaining an independent entity, will also provide services within Kambi's domain, benefiting both current and future partners.
Although recent hurdles, like a slight dip in revenue and operating profit reported by Kambi during Q1 2025 due to deposit limits and currency fluctuations, the company stands firm in its full-year outlook. This acquisition is likely part of the strategic investments Kambi is making to fuel future growth and operational efficiency, ensuring Kambi stays a go-to player in the sports betting technology sector.
- The acquisition of Shape Games by Kambi Group, a well-known B2B supplier of sports betting services, is bolstering Kambi's technology capabilities in the sports betting industry.
- Shape Games, known for its expertise in delivering customizable and sleek tech, has built a reputation for enhancing customer engagement and retention.
- The fusion of Kambi and Shape Games will increase sportsbook turnover by boosting customer acquisition and retention, with Shape Games' advanced tech suite offering more than just front-end features.
- Shape Games' alliance with operators like Danske Spil and Norsk Tipping and its collaborative efforts with Kambi through BetWarriors and JACK Entertainment are testaments to the trust and respect the industry has for the company.
- This collaboration between Kambi and Shape Games will result in a universally appealing sports betting and casino offering that can scale across various platforms.
- This partnership will benefit operators and affiliated companies by providing an avenue to drive incremental revenue in a sustained manner, with Kambi delivering polished, high-quality solutions through turnkey and modular packages.
