Kambi becomes odds provider for ComeOn Group
Sports betting technology provider Kambi has partnered with igaming operator ComeOn Group to integrate its odds feed technology Odds Feed + into ComeOn’s sportsbook.
ComeOn, which is active across a number of regulated igaming markets, including Ontario, will gain access to Kambi’s odds technology, including esports odds through its esports division Abios.
“We are delighted to welcome ComeOn Group as our latest Odds Feed+ partner,” Kambi Group CEO Werner Becher said in a news release. “Odds Feed+ is built on the principles of quality, choice, and trust, and this partnership reflects the confidence leading operators place in Kambi’s odds service.”
According to Kambi, the group uses numerous AI-powered odds for its Odds Feeds + solution to increase trading efficiency and pricing accuracy, which it delivers via low-latency data sources.
“By integrating Kambi’s data capabilities into our ecosystem, we are further enhancing our proprietary multi-feed sportsbook platform, with a particular focus on the market-leading esports coverage provided by Abios,” Juergen Reutter, CEO of ComeOn Group, added. “This allows us to double down on our commitment to provide hyper-personalization and localized player experiences.”
Last month, Kambi partnered with the Ontario Lottery and Gaming Corporation to become the official online and retail sports betting provider for the Crown Corporation.
Abi Bray brings strong researching skills to the forefront of all of her writing, whether it’s the newest slots, industry trends or the ever changing legislation across the U.S, Asia and Australia, she maintains a keen eye for detail and a passion for reporting.
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The Backstory
Why this deal matters now
Kambi’s move to supply its Odds Feed+ to ComeOn Group lands at a busy moment for sports betting infrastructure. The deal gives ComeOn access to a broad menu of AI-powered pricing and esports through Kambi-owned Abios, sharpening the operator’s in-house, multi-feed sportsbook engine. It also underlines a shift in the market: operators leaning on data differentiation and speed, not just promotions, to win share in regulated jurisdictions such as Ontario.
The timing tracks with a run of Kambi agreements that extend its data, trading and compliance footprint across the Americas and beyond. As operators chase hyper-personalization and low-latency trading, plug-in odds services have become a core lever for product teams that want control without rebuilding everything from scratch. ComeOn’s emphasis on localization and esports aligns with that playbook, signaling where growth and stickiness may come from in mature markets.
The broader backdrop is consolidation of distribution power. Media integrations, tribal casino upgrades and new national markets are converging to force sharper positioning by B2B suppliers and B2C brands alike. That dynamic gives context to why a mid- to large-size operator like ComeOn would bolt on a flexible odds feed while maintaining its proprietary front end.
Kambi’s expansion track, from Brazil to Nevada
Kambi has stacked new market entries and licenses to widen its addressable base for feeds and turnkey books. In Brazil, it signed a strategic partnership with Stake to power a real-money sportsbook for the newly regulated market. That agreement, centered on a crypto-savvy operator with local reach, positions Kambi to capture early demand as Brazilian bettors formalize habits under regulation.
On the U.S. regulatory front, Kambi secured two Nevada Gaming Control Board licenses, clearing it to supply technology and data to non-restricted establishments in a state known for exacting standards. The approvals give Kambi a compliance calling card and access to the Las Vegas ecosystem, which still shapes expectations for retail tech and trading controls across the country.
These steps reinforce a hub-and-spoke strategy: anchor compliance in keystone jurisdictions, then layer in localized delivery. For ComeOn, tapping Odds Feed+ means riding that regulatory infrastructure without absorbing the cost of building and certifying similar capability market by market.
Upgrading retail and tribal sportsbooks
Another pillar of Kambi’s momentum comes from tribal and regional operators seeking modern retail experiences to complement or anticipate digital growth. In Upstate New York, Kambi struck a long-term partnership with the Oneida Indian Nation to power three sportsbooks under Turning Stone Enterprises. The deployment includes kiosks, point-of-sale terminals, bring-your-own-device features and a bet builder, elements that bridge self-service, host-led and mobile-assisted betting.
That toolkit matters as operators look to boost bet velocity and parlay mix on property, especially during peak events when lines and friction can sap handle. For B2B suppliers, well-performing retail installations create a showcase for odds quality, trading resilience and uptime—selling points that can persuade digital-first brands to augment their feeds.
The Oneida deal also hints at a roadmap for hybrid partnerships: an operator may run a proprietary or white-label front end, but rely on a supplier’s odds, kiosks and ticketing stack to scale without operational sprawl. ComeOn’s selection of Odds Feed+ aligns with this modular trend.
Media muscle is reshaping the front door
The fight for the customer relationship increasingly runs through media platforms. ESPN’s pivot underscores that gravity. After ending its Penn arrangement, ESPN announced an agreement with DraftKings to be its official sportsbook and odds provider, with exclusive integration across ESPN’s products beginning Dec. 1 and a full rollout targeted for 2026. DraftKings will power the betting tab in the ESPN app and weave offers into ESPN’s direct-to-consumer channels.
For operators outside that tie-up, the lesson is clear: absent massive media inventory, differentiation must come from the product core—pricing, bet variety, personalization and speed. That places a premium on high-integrity, low-latency odds feeds that can scale across sports and geographies. Kambi’s ComeOn deal fits this defensive-offensive calculus, giving a regulated-market operator a wider and deeper feed without ceding brand identity to a media partner.
The ESPN-DraftKings alliance also raises the bar for integrated content and live betting prompts. Suppliers that can deliver stable, granular markets synchronized to broadcast and mobile push will be better positioned as media interactivity tightens.
Culture, fantasy and the edge of engagement
The competitive set now extends beyond traditional sportsbooks. Daily fantasy operators are leaning into culture and creator economies to acquire and retain users who might toggle between pick’em, parlays and social video. PrizePicks, for instance, tapped Klutch Sports Group as a brand advisor to deepen its profile at the intersection of sports, entertainment and community.
For oddsmakers and feed providers, this blurring of formats puts pressure on breadth and novelty—player props, micro markets, and esports—while maintaining compliance in markets drawing sharper lines between fantasy and wagering. Abios’ esports coverage inside Odds Feed+ is a response to that demand curve, positioning ComeOn to meet fans in niches where traditional books may be thinner.
The cultural swing also matters for responsible gaming. As content and betting interlace, operators and suppliers face scrutiny to pair personalization with guardrails. Media-driven funnels, fantasy crossovers and faster markets increase the onus on education, limits and transparent pricing.
What to watch next
Three threads will determine how far this deal moves the needle. First, localization: the extent to which ComeOn uses Odds Feed+ to tailor markets by jurisdiction, sport and time-of-day will shape engagement and margins. Second, esports and micro markets: as growth shifts from spread bets to props and in-play, coverage depth and latency will be decisive. Third, regulatory breadth: Kambi’s licenses in Nevada and partnerships in Brazil and New York signal a pipeline that could open more doors for its feed products.
Against a backdrop of media consolidation and cultural marketing, the value of an independent, high-quality odds layer rises for midmarket and international operators. The Kambi-ComeOn agreement is a bet on that thesis—one that will be tested by how quickly the partners turn data superiority into sustained user behavior and market share in crowded, regulated arenas.
