Kambi announced it has reached an agreement with Hard Rock to provide its Odds Feed+ to the Florida-based casino's mobile sportsbooks in the eight states where it conducts wagering.
The deal, which will take effect in the coming months, will see Kambi's Odds Feed+ provide pre-game and in-game betting odds for Hard Rock Bet. Kambi will also integrate its AI trading division, Tzeract, into the betting feed.
“This Odds Feed+ partnership with Hard Rock Digital represents another important step forward for Kambi,” said Kambi CEO Werner Becher in a joint statement. "The deal builds on the strategy Kambi set out 18 months ago to leverage our position as the world’s leading sportsbook provider with the offer of standalone products that uniquely benefit from our turnkey sportsbook.
“Hard Rock is one of the leading sportsbook operators in the U.S. and precisely the kind of prestigious partner we were targeting as part of this modularization approach."
Hard Rock Bet Continues Methodical Expansion
While holding a monopoly on legal sports betting in Florida, Hard Rock Bet has slowly pushed into other large-market states.
Its most recent expansion was into Illinois, where it began taking both retail and mobile wagers in late August as part of opening a casino in Rockford. Hard Rock Bet is also available in Arizona, Indiana, New Jersey, Ohio, Virginia and Tennessee.
“The addition of Kambi’s odds feed will provide us with a greater range of betting options and more flexibility, while still allowing our team to maintain control of our core product," said Matt Primeaux, executive managing director and president of Hard Rock Digital. "We’re excited to partner with Kambi and create more unique experiences for players on our top-rated platform.”
