partnerships
Kambi Group plc Signs Exclusive Long-Term Sportsbook Agreement with US Gaming Giant Bally’s Corporation
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The world’s leading sports betting supplier to support the global expansion of Bally Bet – Bally’s Corporation’s online sports betting platform – with provision of a fully managed sportsbook
Kambi Group plc, the world’s trusted sports betting partner, has entered into an exclusive long-term sportsbook partnership with Bally’s Corporation, one of the world’s leading casino-entertainment companies.
Under the terms of the partnership, Kambi Group plc will support the expansion and enhancement of Bally’s Corporation’s online and retail sportsbooks with the provision of its award-winning fully managed sportsbook to deliver unrivalled online and retail sports betting entertainment to Bally’s Corporation’s global customer base.
Kambi Group plc’s quick integration, compliant technology and speed to market capabilities will enable the partnership to expand rapidly, with Bally’s Corporation planning to be powered by Kambi Group plc in at least seven US states and at four retail gaming locations by the end of this year.
The Kambi Group plc sportsbook will replace Bally’s Corporation’s proprietary sports betting technology and, through an integration into the operator’s in-house data and marketing technology stacks, will enable Bally’s Corporation to reduce fixed costs and drive further engagement in its Bally Bet brand.
In line with Kambi Group plc’s modular product approach, the two parties have also come to an agreement which provides Bally’s Corporation with the option, pending the satisfaction of certain material performance metrics, to acquire a license to a limited part of Kambi Group plc’s online and retail technology source code. Should Bally’s Corporation exercise the option and pay an agreed sum, the two parties would enter into a separate long-term outsourcing agreement in relation to Kambi Group plc’s range of modularized services.
The partnership between Kambi Group plc and Bally’s Corporation has the potential to become a material source of revenue for Kambi Group plc over the course of the contract.
“We are pleased to enter into this long-term partnership with Bally’s Corporation to enable the enhancement and expansion of its online and retail sports betting platform and services,” the co-founder and Chief Executive Officer for Kambi Group plc, Kristian Nylén, said. “Kambi Group plc is the proven global leader in sportsbook provision and I believe this powerful collaboration with Bally’s will deliver its customers the next generation betting entertainment they demand.”
Separately, Bally’s Corporation has also partnered with White Hat Gaming, which will provide its player account management platform solution to the operator.
“We are very excited to have entered into long-term agreements with both Kambi Group plc and White Hat Gaming, two of the world’s most established and trusted gaming technology companies,” the Chief Executive Officer for Bally’s Corporation, Robeson Reeves, said. “Kambi Group plc provides an award-winning sportsbook that delivers unrivalled sports betting entertainment. By incorporating that with White Hat Gaming’s PAM platform solution, as well as our geographic reach, customer base and marketing prowess, Bally’s Corporation will be optimally positioned to achieve significant scale and capture substantial market share in the global gaming market. This, in turn, will support our vision of becoming the premier, full-service, vertically integrated casinos and resorts, online sports betting and iGaming company.”
Latest News
SCCG Joins Fantasy Sports & Gaming Association
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SCCG Management, a global leader in gaming advisory, business development, and investment strategies, has secured membership to the Fantasy Sports & Gaming Association (FSGA). As the premier organization dedicated to advancing fantasy sports and sports betting, FSGA provides a collaborative environment where industry leaders, innovators, and pioneers shape the future of these rapidly growing sectors.
By joining FSGA, SCCG Management reinforces its commitment to staying at the forefront of industry trends, market developments, and emerging opportunities within fantasy sports and sports gaming. The partnership will allow SCCG to engage with key stakeholders, participate in thought leadership discussions, and contribute strategic insights to the evolving landscape of fantasy sports, sports wagering, and interactive gaming experiences.
With the fantasy sports and sports betting industries experiencing unprecedented growth and innovation, SCCG’s expertise in business development, technology integration, and investment strategy will bring valuable insights to the FSGA community. As a member, SCCG will actively participate in industry conferences, working groups, and networking events, including the upcoming 2025 FSGA Winter Conference, which serves as a hub for leaders, visionaries, and top executives shaping the future of fantasy sports and sports betting.
“FSGA is at the center of innovation in fantasy sports and gaming, and we are excited to join this influential community. At SCCG, we are always looking to align with industry leaders who are shaping the future of interactive sports entertainment. Through this partnership, we look forward to collaborating with fellow members, exchanging insights, and driving innovation across fantasy sports and sports betting,” Stephen Crystal, Founder & CEO of SCCG Management, said.
As SCCG continues to expand its global impact in fantasy sports, sports betting, and gaming technology, its membership in FSGA further solidifies its position as a trusted advisor and partner to the industry’s most innovative companies.
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SCCG Announces Strategic Partnership with Probility AI
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SCCG Management has announced a strategic partnership with Probility AI, a cutting-edge AI technology company specializing in injury and performance prediction for professional sports athletes and organizations. The partnership marks a significant step forward in integrating advanced predictive analytics into the sports and gaming industries, with a focus on enhancing player performance, safety, and long-term value.
Probility AI’s innovative platform harnesses AI-driven technology to deliver actionable insights, enabling organizations to optimize player health and performance, reduce injury-related risks, and improve team outcomes. The implementation of this technology allows leading organizations to identify key use cases, improve decision-making, and unlock new revenue opportunities through data-driven strategies.
Through this partnership, SCCG Management will work closely with Probility AI to integrate its groundbreaking solutions into the sports and gaming ecosystems, leveraging SCCG’s extensive network and expertise in driving innovation at the intersection of technology, sports, and gaming.
Stephen Crystal, Founder & CEO of SCCG Management, said: “Sports and gaming are evolving fast, and Probility AI is right at the cutting edge with its performance and injury prediction tech. This partnership is about pushing the limits, finding new opportunities, and changing the game for both industries.”
Doug Plocki, Co-Founder and CEO of Probility AI, said: “Probility AI is thrilled to partner with world class industry experts like Steve Crystal and the SCCG team. Our AI-driven insights help pro athletes and executives make better decisions by showing them a glimpse of the future. Those same insights will have a dramatic impact on the sports bettor and fantasy sports player, sports books, gaming platforms, content providers, and more. SCCG can help us navigate the complex sports gaming space, and together we will drive this new tech forward.”
Canada
ROGA Launches National College Education Campaign
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The Responsible Online Gaming Association (ROGA) has launched the “Know Your Play” campaign in partnership with EPIC Global Solutions, Kindbridge Behavioral Health, and the Responsible Gambling Council (RGC). This is a major initiative designed to provide college-aged students with detailed content focused on responsible gaming, mental health and well-being, and financial literacy.
“College students are learning to navigate newfound financial independence and equipping this age group with resources to make informed decisions that can build good financial habits will serve them throughout their lives, whether they engage in gaming or not. While previous programs have focused on student-athletes, our campaign intends to educate the broader student population about responsible gaming concepts that can help this age group set realistic expectations and see gaming as a form of entertainment, not as a way of making money,” ROGA Executive Director Dr. Jennifer Shatley said.
The campaign utilizes digital learning tools, resources, and videos available to all college-aged students at knowyourplay.org, even if they are not enrolled in a university. These resources will educate students on key responsible gaming concepts, including randomness, impulsiveness, and limit setting, while addressing myths like the illusion of control in sports betting. It will also focus on the role stress and mental health play in overall student wellbeing and provide practical tips for management. Additionally, extended resources will be piloted with select universities.
“EPIC has vast expertise and experience in creating programs that resonate with college-aged audiences and are delighted to partner with ROGA on a campaign that will provide critical education to college students across the country. By combining expert knowledge with personal stories, our program aims to foster a well-rounded understanding of financial literacy, decision-making, and risk-taking,” Teresa Fiore, SVP of Partnerships at EPIC Global Solutions, said.
The campaign will begin rolling out at college campuses over the next several weeks with in-person learning sessions and workshops in tandem with digital delivery tools for greater accessibility and reach, ensuring that the program effectively engages students across diverse campuses and demographics.
“College life presents unique pressures, from financial independence to academic performance, all of which can impact mental health. By fostering decision-making skills that bridge these areas, we’re helping students build resilience, manage stress, and develop healthy habits that will serve them well beyond their college years,” Kindbridge Group CEO Daniel Umfleet, said.
“College students face an increased risk of harm from gambling, making prevention education essential in protecting this important audience. RGC has a long history of creating prevention programs for young adults, and we are proud to partner with ROGA on this crucial initiative. This campaign will equip students with the knowledge and skills needed to make informed decisions should they choose to gamble. By providing valuable information, digital tools, and resources, we are empowering young adults to approach gambling with a lower-risk mindset and reduce potential harm,” RGC CEO Sarah McCarthy said.
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