Kambi has introduced a new corporate identity designed to reflect its growing focus on artificial intelligence, data-driven trading and the scale of its global sportsbook network.
The sports betting technology supplier unveiled the strategic positioning “Powerful Network. Proven Edge.” alongside an updated logo and redesigned digital presence. Kambi said the changes are intended to represent a broader evolution of the business rather than a purely visual rebrand.
The company is positioning its partner network as a central competitive advantage at a time when AI and automation are increasingly influencing sportsbook pricing, risk management and product development.
Kambi currently works with more than 70 partners across over 100 regulated markets and processes approximately €17 billion in annual betting turnover. Its network generates data that can be used to improve trading models, pricing accuracy, risk management and product performance across participating operators.
AI has become an increasingly important part of that technology strategy. Kambi reported that almost half of bets across its network were priced through AI-powered models during 2025. The proportion continued to rise in early 2026, with more than 60% of bets during the first quarter priced and traded using AI.
The technology was given one of its largest tests during the 2026 FIFA World Cup, the first World Cup for which Kambi’s proprietary algorithmic systems handled the entire pre-match and live betting lifecycle. The company recorded more than 100 million bets before the tournament had concluded, while Bet Builder and player-proposition markets accounted for an increasingly significant share of activity.
That tournament also highlighted broader changes in customer behaviour. Kambi reported that pre-match Bet Builder turnover increased 3.6 times compared with the 2022 World Cup, while live Bet Builder turnover rose tenfold. The supplier has been expanding the depth and combinability of these products as bettors move beyond traditional match-result markets.
Kambi’s refreshed identity also brings businesses including esports specialist Abios and front-end technology provider Shape Games more closely under the wider Kambi brand. Shape Games supports customisable sportsbook interfaces across mobile, web and retail, while Abios provides esports odds, data, streaming and betting products.
The rebrand comes as Kambi continues to broaden its technology offering while arguing that large-scale data, automated trading and increasingly personalised betting experiences will become decisive factors for sportsbook operators competing in regulated markets.