As the global sports betting market matures, the flow of odds information is evolving from a traditional commodity service into a core engine driving product differentiation and innovation. Leading sports betting technology provider Kambi states that as operators increasingly outsource operations, odds information is playing a more critical strategic role.
Outsourcing has become an industry consensus, the challenge lies in "how to outsource"
In the gambling industry, whether to adopt outsourcing is no longer a point of controversy, instead, it is about how to optimally integrate internal capabilities with external services. Especially in the supply of odds, many operators are seeking a balance between flexibility, quality, and control.
Kambi's Sales Director Dylan Mitchard points out that traditional platform architectures often limit the consistency and functionality of the user experience, such as the limitations of combination bets, and the disjointed experience between pre-match and in-play, which are affecting the competitiveness of operators.
The market is shifting towards personalized and high-engagement experiences
Modern betting players are increasingly focusing on personalized services and competitive odds. Operators are also increasingly valuing the profit potential of complex markets such as player props and bet builders, requiring odds to be not only accurate but also capable of dynamic pricing and localization features.
Kambi's Senior Vice President of Trading, Simon Noy, states that while the core principles remain "product and pricing," the quality of odds, differentiation capabilities, and flexibility have become key indicators in the new era.
Odds Feed+: Integrating complexity into "one-click access"
To meet these market demands, Kambi has launched the modular solution Odds Feed+. This service integrates into any platform via a single API, combining AI technology and global liquidity, supporting real-time pricing, dynamic risk control, and covering major global sports markets.
According to Kambi, its AI-supported odds system currently accounts for more than one-third of the operators' gross gaming revenue (GGR). Combining machine learning and manual pricing, Kambi has managed to maintain stable profit margins in complex markets, especially in niche areas such as player props and Bet Builder.
Facilitating localization and innovation—from tools to engines
Odds Feed+ not only supports flexible customization but also, by accessing Kambi's global data ecosystem, allows operators to quickly deploy highly localized products. Mitchard points out that this enables operators to develop unique features based on a unified information flow, truly achieving "innovation driven by odds."
Future outlook: From outsourcing services to strategic partnerships
As the market's demand for in-depth data, personalized gameplay, and real-time interaction continues to rise, odds information will continue to evolve. Noy predicts that risk management will become a new focus of differentiation, and AI will play a greater role in service security and scalability.
Mitchard emphasizes that Kambi is committed to providing sustainable innovation capabilities to its partners: "Odds information flow can no longer be seen as a static commodity, but should be a fundamental tool for building competitive advantages."
Ultimately, as operators gradually break away from the myth of "self-operation equals differentiation," more and more enterprises will realize that outsourcing does not weaken competitiveness but is key to driving sports betting innovation and profitability. Kambi's vision is precisely to make odds a growth engine for operators, not just a basic service.
