Kambi Group plc ("Kambi") has signed a "multi-year expanded agreement" with FDJ UNITED. This agreement extends their current cooperation and gives FDJ UNITED's Online Betting & Gaming division access to Kambi's full library of pre-match and live sports odds through its premium "Odds Feed+" service.
A closer Working Relationship
Kambi's Odds Feed+ service lets operators get a wide range of sports odds, including micro-markets and player prop markets, all through one API. FDJ UNITED will add this full odds catalogue to its own sportsbook platform as part of the expanded arrangement. Kambi will keep providing its "Turnkey Sportsbook" technology in markets where FDJ UNITED hasn't finished moving yet.
Kambi says that its odds feed uses liquidity of about €17 billion, which makes the odds "sharper and more reliable, no matter the sport or league". In February, the two made a pact that only covered esports odds. The deal in November, on the other hand, included certain sports as well.
Strategic Rationale and Executive Perspectives
The deal is an important part of FDJ UNITED's plan to move towards a more self-contained sportsbook product while yet being able to change things up with third-party odds feed support. Nils Andén, Chief Online Betting & Gaming Officer at FDJ UNITED, says, "Odds Feed+ gives us the quality, flexibility, and control we need to customise our sportsbook while also benefiting from the reliability and expertise of a true industry leader like Kambi".
Kambi sees the increased arrangement as a way to strengthen its position as a top provider of odds-feed infrastructure in a sports betting market that is becoming more competitive. Werner Becher, the CEO of Kambi Group, said, "We are very happy to have this partnership with FDJ UNITED...". The demand for a flexible, high-quality, and reliable odds feed has never been stronger as the sports betting market gets more competitive and complicated.
Industry Trends and Strategic Positioning
This partnership shows a bigger trend in the gambling industry where companies are combining their own sportsbook development with data-driven odds feeds from other companies. Operators get two benefits: they get the scale and depth of a specialist provider's coverage, and they may still customise how they show and sell their sportsbook.
Kambi is a good choice for operators who want turnkey integration without giving up control of the front-end sportsbook experience because it can handle both live and pre-match markets, including detailed prop-markets. FDJ UNITED's gradual use of Kambi's feed implies that a mix of different approaches is becoming more popular in regulated European markets.
Looking Ahead for Both Companies
In the future, this partnership will help both companies compete better in regulated areas. FDJ UNITED will improve its sportsbook offering, and Kambi will grow its client base and reach. As prop markets and in-play betting become more popular, it will be even more important to be able to offer strong, real-time odds on a large scale. For FDJ UNITED, the larger stream is a big step forward in its migration; for Kambi, it strengthens its position as a key infrastructure partner in the growing online sports betting industry.