Kambi expands in Brazil with Superbet partnership

Steve (Ziv) Chen

4 November 2025 at 7:19am UTC-5

Source: CDC Gaming

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Sports betting provider Kambi Group has partnered with operator Superbet Group, to provide its odds feed across the operator’s Latin American and Central European products.

The agreement gives Superbet access to Kambi’s complete range of traded odds across its Superbet platform and Napoleon brands in several regions.

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Under the agreement, Kambi will provide technology and pricing solutions, while Superbet will manage customer experience and regional market growth.

Kambi Chief Executive Werner Becher said, “By combining market-leading pricing with the flexibility to expand across sports on demand, we can deliver an offering capable of meeting the needs of the industry’s leading operators. This partnership reflects the strength of our trading capability and the trust Superbet Group has placed in Kambi to support their long-term growth.”

Superbet Director of Sports Partnerships Luke Saunders said, “At Superbet, we evaluate every partnership from a customer-centric perspective, focusing on having the strongest and most diverse product portfolio in each market.”

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The collaboration supports Superbet’s expansion across Latin America and Kambi’s role as a trading and data partner in the region.

Kambi partnered with LatAm operator RedCap earlier this year.

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The Backstory

Setting the stage in Brazil’s newly regulated arena

Brazil’s regulated sports betting market opened on Jan. 1, triggering a rush by global suppliers and operators to lock in distribution, compliance and brand reach. Kambi’s tie-up with Superbet fits that scramble. The sportsbook supplier has been building a Latin America track record across deals that blend tech, pricing and regulatory know-how. Those moves offer context on why Superbet, which targets growth across Latin America and Central Europe, would deepen its reliance on a third-party odds and trading partner rather than build everything in-house.

Kambi’s footprint in Brazil has broadened in quick steps. The company entered the market on day one through a turnkey deal with crypto-led operator Stake, a partnership designed to power Stake’s licensed sportsbook and provide a bridge into other regulated markets. The agreement underscored Kambi’s role as a compliant infrastructure provider in a complex market. As the company put it when it announced the arrangement, Brazil is both an entry point and a proving ground for scaling regulated operations. The deal is detailed here: Kambi Group and Stake sign sports betting partnership in Brazil.

Localization has been another early pillar. Kambi helped enable the rollout of Virtual Sports in Brazil alongside BetMGM and Inspired Entertainment, giving operators another lever to engage users between live events. Inspired created a Brazil-specific title, V-Play Football (Brazil), and the launch drew on the Kambi Engage Platform to improve the betting flow. That expansion points to Kambi’s strategy of complementing core odds feeds with adjacent content that plays to local sports culture. See: Inspired to launch Virtual Sports products in Brazil with BetMGM and Kambi.

The Superbet agreement extends this pattern. Kambi supplies its pricing and tech, while the operator controls the customer relationship and executes market growth. It mirrors Kambi’s recent regional agreements that prioritize speed to market, cost control and scalability over bespoke, fully owned trading stacks.

A broader Latin America push takes shape

Beyond Brazil, Kambi has been assembling a network of Latin America partners that can deliver volume and geographic diversification. A long-term deal with RedCap gives Kambi a turnkey role across the operator’s Betpro and Starplay brands, starting with online launches in El Salvador and Panama followed by retail. RedCap is swapping out its current sportsbook provider in favor of Kambi’s end-to-end solution, an endorsement of the supplier’s ability to scale and meet regulatory demands across multiple jurisdictions. Read more: Kambi partners with RedCap to launch turnkey sportsbook in Latin America.

The RedCap agreement aligns with Kambi’s earlier move to supply odds and tools to local fantasy operator Rei do Pitaco via its Odds Feed+ product, a sign the company intends to plant seeds across product formats. The Stake partnership also includes an option pathway into other regulated markets as Brazil stabilizes and capital rebalances across the region. The combined effect is a growing platform presence that reduces reliance on any single operator or country.

For Superbet, which already operates in Central Europe, access to Kambi’s traded odds across multiple brands and regions creates operational continuity. It allows the operator to reuse a common tech spine while customizing front ends and offers for each market. In a region where advertising rules, tax frameworks and compliance burdens can shift quickly, a flexible outsourced trading layer can be a strategic hedge.

Compliance muscle as a competitive edge

Kambi’s expansion is not limited to growth markets. The company has simultaneously pursued licenses in mature and exacting jurisdictions to validate its processes and strengthen its compliance pitch. In the United States, Kambi recently secured two Nevada licenses, clearing the way to provide sportsbook technology to casinos and other non-restricted venues. Nevada’s standards are stringent and the approval is often cited as a mark of regulatory credibility. Details here: Kambi Group secures two Nevada Gaming Control Board licenses.

That credibility also underpins Kambi’s U.S. tribal casino work. A long-term partnership with the Oneida Indian Nation in Upstate New York will replace the tribe’s existing supplier with Kambi’s turnkey sportsbook across three properties. The package includes kiosks, point-of-sale terminals, bring-your-own-device features and a bet builder. While this deal is outside Latin America, it illustrates the same playbook: pair tech breadth with custom implementation to win replacement contracts. See: Kambi Group agrees to partnership with Oneida Indian Nation sportsbooks.

For Brazil, where regulators are ramping enforcement and refining secondary rules, a partner with both emerging market agility and Nevada-grade compliance helps operators like Superbet move faster with less risk. It also positions Kambi as a safe harbor for operators evaluating supplier swaps as the market evolves.

Partnerships as the operating model

The thread running through Kambi’s recent wins is a partnership-first model that splits responsibilities cleanly. Kambi handles trading, odds and platform technology. Operators manage acquisition, retention and market prioritization. This allows operators to spend marketing dollars on brand and localized experiences while relying on a single supplier to maintain pricing sophistication across sports and bet types.

In Brazil, that division of labor has immediate benefits. Operators must navigate payment rules, advertising restrictions and know-your-customer standards while competing on product depth. Outsourcing pricing and risk enables faster coverage expansion without building internal trading teams overnight. Kambi’s agreements with Stake in Brazil and RedCap across Latin America reinforce that template.

The Virtual Sports launch with Inspired and BetMGM shows how Kambi augments this proposition by integrating content partners that match local preferences. A Brazil-themed football product brings familiar context to bettors and helps fill the calendar around live matches. The result is a stickier ecosystem that benefits both operators and the platform provider.

What to watch as competition intensifies

Brazil’s market will be crowded. Local challengers with media ties and international operators with heavy marketing budgets will fight for share. The winners will balance differentiated front ends and local marketing with disciplined trading and compliance. Kambi’s recent deals suggest it aims to be the default trading layer behind multiple brands rather than bet on a single flagship client.

Superbet gains breadth and speed, which matters as live betting, same-game parlays and localized markets proliferate. Kambi adds another scaled operator to its Latin America roster and deepens its data and trading moat. The Nevada licenses and U.S. tribal expansion strengthen the company’s global compliance case, a useful calling card as Brazil finalizes enforcement and neighboring countries revisit their own regimes.

The stakes are straightforward. Brazil’s size can support many operators, but margins will compress as promotional costs and taxes settle. Operators that move fast with reliable infrastructure will be better positioned to absorb those pressures. Kambi’s model is designed for that environment, and Superbet’s decision signals a bet that specialization and speed beat building from scratch.