Kambi streamlines sportsbook range as AI reshapes product design
Supplier Kambi has consolidated its offering into two core products and argues AI will eventually replace the fixed market catalogue with a more responsive betting experience.
Kambi has cut its product range down to two offerings, Turnkey Sportsbook and Odds Feed+, both running on the same trading data and engine but aimed at operators with different needs, SBC News reports.
Chief Product Officer Erik Lödgberg said the simplified structure gives partners more clarity while still letting Kambi build new betting experiences across its underlying technology and trading capability.
"Both the Turnkey Sportsbook and our Odds Feed+ are built on the exact same trading data and trading engine," Lödgberg said.
The Turnkey Sportsbook is pitched as a full-service route for operators that want a ready-made but adaptable platform capable of scaling in regulated markets. It bundles together Kambi's pricing and risk management, compliance support, a front-end interface and managed services alongside the underlying technology. Because that package runs end to end, from the front end down through the platform and trading engine, Kambi can roll out new betting features across the whole stack at once.
Odds Feed+ takes a different approach, letting operators plug Kambi's trading intelligence into platforms and front ends they already run themselves. Lödgberg said the bigger prize here is not operational efficiency but helping partners lift margins and build their own innovations on top of Kambi's AI-driven trading tools. The two-product structure effectively gives operators a choice between taking a complete sportsbook or using Kambi's trading engine to sharpen what they have already built.
Lödgberg also set out a longer-term view of where sportsbook design is heading, away from a fixed menu of markets towards something that reacts to what a bettor is actually trying to do.
"The things we now can do with AI in trading, it just simply cannot be fully leveraged by the existing design paradigms or structures that we have on the front end side," he said.
As AI increases both the scale and variety of possible betting propositions, Lödgberg expects the conventional grid-style catalogue to lose effectiveness, while habits formed in other digital industries push bettors to expect faster, more relevant discovery of options rather than manual browsing.
Kambi's vision is of an on-demand sportsbook where players signal an intent or a desired experience and the system responds with relevant propositions drawn from a far larger pool of outcomes than a traditional menu could show.
Lödgberg stressed that a more dynamic sportsbook should not simply mean piling on extra tools and markets. Instead it should function as an intelligent layer around a live event, surfacing combinations, promotions and moments suited to how each user actually follows the sport. He pointed to existing products such as BetBuilder and player props as evidence that demand for combinable, individualised betting already exists.
Kambi regards the pairing of its betting data with its trading engine as the key to delivering that personalisation. Data can flag which propositions matter to a given player at a given moment, but Lödgberg said only the trading engine can turn that insight into something delivered at scale.
"Data without the engine, it can identify the opportunity, but it can never deliver it at scale. And the engine without data, it can create breadth, but it lacks the understanding of what to prioritise that matters," Lödgberg said.
He described the two elements as complementary: data points to what is relevant, while the trading engine supplies the capacity to generate and prioritise a wide range of markets, with the combination intended to move sportsbooks away from a broad catalogue and towards offers tailored to each player.