Hard Rock Bet has announced a partnership with sportsbook software provider Kambi that will allow more betting options for its customers due to Kambi’s proprietary technology.
More Choices Coming Soon
Technological advances are powering more betting opportunities for online sportsbooks that engage third-party software suppliers. BetMGM recently employed its Entain-acquired Angstrom platform to expand the number of legs in a parlay for its MLB customers and enhanced its same-game parlay profile.
Hard Rock Bet has taken a similar tact after announcing its partnership with one of the leading providers of sports betting software and technology, Kambi, which will also furnish customer intelligence and risk management protocols.
“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,” Hard Rock Digital president Matt Primeaux said. “We’re excited to partner with Kambi and create more unique experiences for players on our top-rated platform.”
Kambi’s Tech
Kambi’s Odds Feed+ is the software that will bolster Hard Rock Bet’s betting menu, giving its customers more betting pre-match and live betting choices as well as a greater variety of sporting events. Kambi’s AI trading division Tzeract will also be part and parcel of the new and improved Application Programming Interface (API).
Hard Rock Bet can also customize its offerings predicated on customer demand for certain sports and tailor that platform to accommodate more international or domestic sporting events. The innovative technology is expected to be integrated by the end of this year in all of its eight markets, including Arizona, Florida, Illinois, Indiana, New Jersey, Ohio, Tennessee, and Virginia.
Werner Becher, Kambi CEO, said: “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 modularization approach.”
Seminoles Open Door to National Providers
Hard Rock Bet saw the legal obstacles removed from its monopoly on online sports betting over the summer as West Flagler Associates, a Florida-based parimutuel company, ran out of judicial avenues to pursue launching its own sports betting platform in the Sunshine State due to the Seminoles compact with the state of Florida.
Despite the matter being in legal limbo, Hard Rock Bet launched on December 7, 2023, and has gone uninterrupted. With that issue behind them, Hard Rock International Chairman and Seminole Gaming CEO Jim Allen was asked about the possibility of a partnership in the Sunshine State with one of the industry titans, FanDuel and/or DraftKings.
“I would say whether it’s FanDuel or whether it’s DraftKings, we’ve actually developed a great relationship with them,” Allen said.
At one time, the relationship was contentious as both sports betting platform providers tried unsuccessfully to open the Florida market to all qualified operators. The same approach was taken in California, where the tribes campaigned against sports betting, fearing their monopoly would be in jeopardy if and when sports betting was approved.
The national operators failed in both those attempts and have taken a decidedly more cordial tact with the tribes, including the Seminoles. This has thawed the icy relationship between the two parties, and an agreement to partner could come sooner than later.
