Allwyn has signed a deal for Kambi Group to significantly enhance its sportsbook operations.
The deal will see Kambi grant Allwyn a “perpetual, global license to its sportsbook source code”, while providing associated services and trading services to the Greek multinational.
It is expected to increase Kambi’s operating profit by around €50m over the next five years as it onboards Allwyn’s sportsbook brands, which contributed over €800m in gross gaming revenue (GGR) to the wider group in 2025.
Allwyn’s sportsbook brands include OPAP, Austria’s Win2day and Sazka Bet in the Czech Republic.
The firm has been on the hunt for a major sportsbook acquisition after a deal for US daily fantasy sports firm PrizePicks and a merger with the aforementioned OPAP, both of which occurred last year.
A proposed majority acquisition of Greece-headquartered Novibet was canned in March this year following feedback from Greece’s competitions authority.
Incidentally, Allwyn has also simultaneously agreed to acquire the remaining 30% stake in Instant Win Gaming, the UK-based eInstant lottery games developer. It had secured a 70% stake in the firm in September 2024.
Allwyn commits to sportsbook development
Judging by the deal with Kambi, Allwyn is still committed to the improvement of its existing sportsbook brands, which are contributing a substantial amount of revenue.
It is expected to increase central costs by a “low-tens-of-€millions amount annually, starting in 2027”, but will “deliver attractive financial benefits over time”.
“We are delighted to announce further progress in our strategy to own and manage key technology and content capabilities that enhance product innovation, differentiation and time to market, and support our ability to deliver a best-in-class customer proposition,” said Kresimir Spajic, Chief Executive Officer of Allwyn Digital.
“Our agreement with Kambi, leveraging its proven, scalable technology and deployment expertise to bring our sportsbook platform in-house, represents an important step in that strategy, giving us greater freedom to evolve our offering, tailor products to individual brands and markets, and build a scalable foundation to accelerate future growth.”
Kambi adds another household name to its catalogue
For Kambi, the deal adds another major player to its ever-growing portfolio of over 100 operators.
It builds on last week’s Q3 results, which saw the business report 23% group revenue growth as it showed resilience against the betting ban in Brazil.
The business has also added UK- and Ireland-focused bookmaker, QuinnBet, and Peru-facing Olimpo.bet to its client list.
On the Allwyn agreement, CEO Werner Bercher said: “This agreement shows the quality and strategic value of the sportsbook technology Kambi has built over more than 15 years.
“A global market leader like Allwyn choosing our technology to unify its sportsbook operations reflects the strength of our product, our expertise and our track record of delivering at scale in regulated markets.
“It also brings Kambi significant long-term commercial value and shows how we can create additional value from the capabilities we have built, through strong, long-term partnerships.”
