Key Takeaways
Kambi Group plc, a B2B sports betting company, and PENN Entertainment, Inc., a casino operator, have agreed to keep their retail sportsbook platform arrangement in place until 31 July 2027. Kambi will keep running PENN's on-property sportsbooks at 30 locations in 13 U.S. states under the new deal. This will make sure that things stay the same as PENN moves to its own system. The extension shows how important Kambi is in the business and offers PENN some leeway as it updates its technology.
Extended Agreement Details
Kambi and PENN said on November 26, 2025, that they will extend their current retail sportsbook arrangement. The old deal was set to end on December 31, 2025. The new arrangement lets PENN keep using Kambi's retail sportsbook technology until July 2027, which includes all of the sportsbooks that are already open on PENN properties until the end of 2025.
What Kambi Offers
PENN's retail sportsbooks will keep using Kambi's "premium retail sportsbook technology," which includes modern betting kiosks, extensive trading capabilities, "Bring Your Own Device" (BYOD) technology, and over-the-counter betting options. The goal of these elements is to provide a smooth, high-quality betting experience on the property.
Kambi CEO Werner Becher says that the extension shows that Kambi is still a trusted sportsbook provider for major operators. It also lets PENN keep using proven technology as it works on its long-term plan.
Strategic Context: Why the Extension is Important
Extension Provides PENN Time to Transition to Proprietary Technology
The delay provides PENN some time to get ready to move its retail sportsbooks on its own technology. This flexibility is useful in the quickly changing U.S. sports betting market because it lets PENN keep its business running as it builds and launches its own platform. So, the agreement serves as a bridge to make sure things keep going.
A Stable Revenue Stream for Kambi
The agreement guarantees Kambi a steady stream of income from one of the biggest casino operators in the U.S. gaming business. It also strengthens its position as a top B2B sportsbook solutions supplier, even when former clients who were also competitors switch to their own systems. Kambi's "About" page says that the company works with several major operators throughout the world, offers a wide range of sportsbook services, and has more than 1,000 employees around the world.
Shifting Dynamics in the U.S. Sports Betting Market
The U.S. sports betting market is still growing and changing, which makes this arrangement happen at the right time. As companies like PENN want to own more of the technology stack, probably to boost profits, manage the user experience, and combine their offerings. B2B providers like Kambi are under more and more pressure to change. Still, the latest deal illustrates that there is still a need for third-party retail sportsbook platforms.
Additionally, since retail sportsbooks are still a big part of what casinos offer, drawing in customers and working well with online and mobile betting. The extension shows that in-person betting is still strategically vital for big casino operators.
How the Extension Shapes Future Strategies
The agreement lasts until mid-2027, so both firms have time to carry out their goals. PENN will move to its own sportsbook platform, and Kambi will keep things running smoothly and maybe even grow with new partners. As U.S. sports betting changes, both online and offline, this arrangement could show legacy casinos and sportsbook providers how to deal with technical changes while keeping the client experience the same.