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Powerful Network. Proven Edge: Werner Becher on the product story behind Kambi’s brand refresh

By jili tutorial · September 4, 2026

Powerful Network. Proven Edge: Werner Becher on the Story Behind Kambi’s Brand Refresh

A New Look for a New Chapter

Kambi has unveiled a refreshed logo, visual identity, and website, all anchored by its new tagline: “Powerful Network. Proven Edge.” In an exclusive interview with SBC News, CEO Werner Becher explains how this brand evolution stays true to the company’s heritage while reflecting the product strategy that will define its next growth phase.

SBC News: Let’s start with the obvious – Kambi has a new look and a new tagline. What’s actually changing?

Werner Becher: The most visible change is how Kambi presents itself: a new logo, a refreshed visual identity across all touchpoints, and an updated website. Together, these elements express the direction the business has been moving in for some time. In that sense, the refresh isn’t a sudden shift – it’s the culmination of a journey we’ve been on for a while. Much of the evolution it reflects has already taken place, from how we organise our product portfolio to how we talk about the value of the Kambi network. Now we’re ready to bring that story forward more clearly and confidently.

This also marks an important simplification of our brand architecture: Kambi is unifying its sub-brands under one single Kambi brand. We wanted to stay true to Kambi’s established and widely recognised roots, because there’s real equity there. But we needed to update the identity so it better reflects both the company we’ve become and the opportunities ahead.

‘Powerful Network. Proven Edge.’ captures that well. This isn’t just a campaign line – it describes what makes Kambi unique and how we work. Every partner on our network makes the whole network smarter, but the real difference is the capability we’ve built to convert that intelligence into a tangible, measurable edge for operators. That’s also why the product journey is so exciting – the brand now gives us a clearer platform to define where the sportsbook product of the future is heading, and how Kambi can continue turning the power of the network into proven value for partners.

Core Propositions: Turnkey Sportsbook and Odds Feed+

SBC News: Does this mean Kambi will offer fewer products to partners?

Werner Becher: No, the change is about clarity, not narrowing what partners can access. We’ll continue to offer the capabilities operators need – including front end, esports, and other specialist product areas – but they now sit more clearly within two core propositions: Turnkey Sportsbook and Odds Feed+. That gives partners a simpler way to understand how they can work with Kambi, while keeping the breadth and flexibility of the underlying product offer.

The Network Advantage in Practice

SBC News: You talk a lot about “network advantage.” What does that mean in practice for an operator joining the Kambi network?

Werner Becher: It means every partner benefits from the scale, intelligence, and experience of the whole Kambi network, and from the technical capability we’ve built to convert that scale into performance.

Since we launched more than 15 years ago, we’ve built a network that now spans more than 70 partners across over 100 regulated markets. We process more than €17 billion in turnover annually, drawing on billions of bets and player interactions along the way. That depth of real-world data only becomes an advantage if applied correctly. Kambi’s edge comes from combining network scale with the pricing, trading, risk, and product technology needed to turn that intelligence into measurable value for operators.

It sharpens pricing and trading for every partner who joins, supports stronger margin performance across the network, and informs continuous product innovation because we can see, at scale, what players actually want, how they engage, and where the next opportunities are emerging. It also matters on the regulatory side: being licensed to operate in more than 100 jurisdictions means we’ve already navigated the complexity of so many regulated markets. When partners want to launch or expand, we can help them move quickly, confidently, and compliantly.

AI’s Role in Pricing and Trading

SBC News: How does AI fit into that story?

Werner Becher: AI is a major part of how Kambi has built its position in advanced pricing, trading, and combinability. It allows us to process the scale of network data we’ve accumulated over many years and turn it into sharper pricing, stronger risk management, better margin performance, and a far more expansive range of betting opportunities for partners. This is especially important as Bet Builder, player props, and in-play betting become a much bigger part of the sportsbook experience – today, approximately 75% of betting activity on the Kambi network is now traded by AI.

The World Cup was a clear example of that edge in action: we delivered a near‑limitless range of combinable betting opportunities, faster and smoother live betting experiences, automated trading across all 104 matches, and 100% uptime throughout the competition – achieving an operator trading margin of 18%.

The Future of the Sportsbook Experience

SBC News: And how do you see AI fitting into the future direction of the sports betting product?

Werner Becher: We believe we’re moving towards a future where the sportsbook is more dynamic, more relevant, and more responsive to the individual player journey. Some in the industry see AI mainly as a risk or a source of disruption, but we see it as an enabler – a way to further leverage the scale of the Kambi network, deepen the technical capability we’ve built over many years, and create a new moat around the value we can deliver for partners.

That means moving beyond a static catalogue of markets and towards experiences that can surface the right opportunities at the right moments – across pre-match, in-play, Bet Builder, player props, and cash-out. We saw more than a million unique combinations during the World Cup final alone, which shows how players increasingly want to bet: they have moved beyond the static grid and expect far more choice, flexibility, and relevance from the sportsbook experience.

The important point is that this has to be built on trusted pricing, robust trading controls, and operator flexibility – not just a more attractive front end. Our network gives us the data and trading depth to understand how players engage, while our technology and AI capability give partners the control to shape those experiences in a way that fits their brand, market, and regulatory requirements. That is the direction of travel: a sportsbook that feels more fluid and relevant for players, while still giving operators the confidence, control, and compliance they need.