Kambi makes identity switch amid growth of AI and popularity of bet builders

By jili tutorial · September 3, 2026

Kambi Launches New Brand Identity Focused on AI and Data

Kambi has unveiled a refreshed brand identity and strategic positioning centered on artificial intelligence and data, signaling the company’s push to lead the next phase of sports betting. The new tagline, “Powerful Network. Proven Edge.”, highlights Kambi’s network of over 70 partners across more than 100 regulated markets. The company reports processing approximately €17 billion in annual turnover and 1.5 billion bets.

This scale creates a powerful feedback loop: data and activity from operators continuously enhance pricing, risk management, and product innovation across the network.

World Cup Highlights Bet Builder Growth and AI Advantage

Kambi points to the 2026 FIFA World Cup as a prime example of this advantage in action. The company’s AI platform traded the entire tournament, achieving an impressive 18% operator trading margin. Perhaps even more telling was the shift in betting behavior during the event.

Bet Builder Usage Soars During Tournament

Bet builders accounted for 22% of all live bets during the World Cup — a dramatic jump from just 3% in 2022. This surge reflects a broader industry trend. In the UK, Flutter Entertainment brands such as Sky Bet and Paddy Power, along with bet365, have long been innovating their bet builder offerings. Even in the US, prediction market platforms are exploring ways to introduce bet builders (also known as parlays) on their sites.

In-play bet builders have become a standard feature for many sportsbooks in recent years, so the World Cup’s numbers come as little surprise to industry insiders. As Entain CEE’s Chief Sportsbook Officer, Ivan Gojić, recently told SBC News: “The bar keeps moving on bet builders. They are now essential rather than a differentiator.”

What the Kambi Rebrand Means for Operators

The refreshed brand consolidates capabilities from across the Kambi Group under one unified identity. This includes Tzeract’s AI trading platform, Shape Games’ frontend technology, and Abios’ eSports business.

Looking ahead, Kambi says AI will enable the company to expand the range of betting opportunities it can price and trade, while making sportsbook experiences more dynamic and personalized. The company believes that its combination of network scale, proprietary technology, and trading expertise gives operators a genuine competitive advantage in a rapidly evolving market.

Unified Identity Across Kambi Group Companies

A Kambi spokesperson told SBC News that the announcement “represents a lot more than a new tagline and a visual refresh.”

CEO Werner Becher on Kambi’s Future Vision

Kambi’s Chief Executive Officer, Werner Becher, described the move as the company “driving sports betting into a new era.”

“AI is changing what’s possible, player expectations are evolving and operators need partners that can help them adapt and stay ahead,” Becher said. “We’ve spent years building the technology, expertise and capabilities needed for that future. Today, we’re bringing that story together under one Kambi brand. ‘Powerful Network. Proven Edge.’ captures what makes Kambi different.

“Our network gives us unique insight. Our technology turns that insight into innovation. And our expertise helps operators create better experiences for their players. Together, those strengths give our partners an edge today while helping them prepare for what comes next.”

Kambi’s Market Position and Recent Performance

The rebrand comes as the B2B sportsbook provider continues to buck broader industry trends. Kambi’s share price has risen notably — by over 30% — so far this year. The recent momentum from the World Cup hasn’t led to complacency, however. With improved performance in the US and bet builders/same-game parlays now core products for American sportsbooks, Kambi appears to have identified a significant opportunity. The company already works with major Stateside operators including Rush Street Interactive, BetMGM, Bally’s, and PENN Entertainment.