Kambi extends sportsbook deal with JOI Gaming

Kambi Group plc, a leading global provider of premium sports betting technology and services, has announced a multi-year extension of its strategic partnership with JOI Gaming, the online arm of the Netherlands-based JVH gaming & entertainment group (commonly referred to as the JVH Group). This renewed agreement reinforces both parties’ mutual commitment to the regulated Dutch online gambling market, where their joint platform—JACKS.NL—has become a dominant force.

Having originally joined forces in December 2020, Kambi and JOI Gaming have worked in close collaboration to develop a competitive and highly reputable online sportsbook offering under the JACKS.NL brand. Within a relatively short timeframe, JACKS.NL has emerged as a top-five online operator in the Netherlands, both in casino and sports betting, underscoring the partnership’s operational success and alignment.

Strategic relevance of the Dutch market

Since the formal regulation of online gambling in the Netherlands in October 2021, the market has quickly evolved into one of the most competitive in Europe. With strict licensing requirements from the Dutch Gambling Authority (Kansspelautoriteit), operators must maintain high compliance standards while delivering compelling user experiences. The alliance between Kambi and JOI Gaming holds strategic importance, as it reflects a blend of strong operational performance, strict regulatory compliance, and cutting-edge technological expertise.

JOI Gaming benefits from Kambi’s Turnkey Sportsbook platform, which provides robust infrastructure, real-time data management, customizable front-end features, and access to Kambi Engage—a suite of engagement tools and integrations with third-party providers. This technological backbone has allowed JACKS.NL to offer tailored sports betting experiences that cater specifically to Dutch bettors’ preferences while remaining fully compliant with national legislation.

Partnership renewal reinforces trust and operational continuity

The extended agreement guarantees that JOI Gaming will maintain access to Kambi’s advanced sportsbook platform well into the future. This continuity provides stability not only for the companies involved but also for Dutch consumers who have grown accustomed to JACKS.NL’s platform reliability and variety.

In a joint statement, the extension of the partnership was framed as a strategic necessity. Werner Becher, CEO of Kambi, emphasized the strength of the alliance:
“We are delighted to extend our valued partnership with JVH Group. The success of JACKS.NL since its launch is a testament to the quality of their brand and operational expertise, combined with the power and flexibility of Kambi’s Turnkey Sportsbook. We look forward to continuing to support their growth and helping them deliver premium sports betting experiences to their players for years to come.”

This endorsement reflects not only a strong business synergy but also a long-term vision that prioritizes innovation, customer retention, and sustainable market leadership.

Operational excellence from both partners

The Dutch market’s regulatory framework, governed by the Remote Gambling Act (KOA), places heavy emphasis on transparency, player protection, and responsible gaming. Both Kambi and JOI Gaming have committed significant resources to meet these requirements while remaining competitive in an aggressive market.

JOI Gaming operates under the license held by the JVH Group, a company with decades of experience in the land-based casino sector. This heritage has given the operator a unique advantage in building trust among Dutch players. Through JACKS.NL, the group has seamlessly bridged its retail legacy with digital innovation.

Eric Olders, CEO of JVH Gaming & Entertainment and founder of JOI Gaming, noted:
“Kambi’s premium sportsbook has been instrumental in allowing us to become a go-to destination for sports bettors in the Netherlands. Their commitment to innovation and providing a top-tier product aligns perfectly with our vision for JACKS.NL. Extending this partnership was a natural step, and we are excited to continue building on our strong momentum and further enhancing our online sports betting offering alongside Kambi.”

This statement highlights the operator’s confidence in Kambi’s solutions and the collaborative nature of their working relationship.

Technology as a cornerstone of the collaboration

One of the key differentiators in this partnership is Kambi’s modular, scalable, and API-driven architecture. Unlike some white-label solutions that offer limited flexibility, Kambi’s Turnkey Sportsbook allows operators like JOI Gaming to develop a customized and brand-specific front-end while leveraging a deeply reliable and efficient back-end.

The partnership also grants JOI Gaming access to:

• Advanced pricing and risk management systems
• Comprehensive coverage across sports and betting markets
• Integration capabilities with loyalty and CRM platforms
• Player behavior analytics and responsible gaming tools

These features are critical in a market that not only demands engaging betting experiences but also enforces strict consumer protection obligations.

Impact on Dutch consumers

For Dutch players, the renewed collaboration means a continued experience of reliable odds, responsive platforms, and intuitive betting environments. JACKS.NL is particularly popular among users who value a combination of traditional casino offerings with a robust sports betting component.

The continued partnership assures consumers that the technological consistency, data protection standards, and responsible gambling features they have come to rely on will remain unchanged. Moreover, both Kambi and JOI Gaming have expressed interest in developing new features and localized campaigns, which suggests a commitment to user-focused innovation in the near future.

Future outlook

The Dutch market is expected to experience continued growth, driven by increasing mobile penetration, evolving consumer preferences, and potential regulatory adjustments. Both Kambi and JOI Gaming appear well-positioned to respond to these changes.

The renewed partnership also reflects a strategic alignment in areas such as:

• Cross-channel player engagement: leveraging JOI Gaming’s land-based infrastructure to boost digital conversion.
• Data-driven marketing and player retention: using Kambi’s analytics to fine-tune user acquisition strategies.
• Regulatory foresight: both entities are committed to pre-emptively aligning with regulatory shifts, ensuring continued compliance.

By maintaining a close working relationship, Kambi and JOI Gaming can remain agile and responsive to the market’s evolving demands.

Industry implications and reputation management

While this renewal represents a business milestone for both parties, it also serves as a signal to the wider industry. Kambi’s ability to retain a high-profile client like JOI Gaming in a challenging regulatory climate reinforces its reputation as a reliable B2B sportsbook partner.

Equally, JOI Gaming’s choice to remain with Kambi suggests a high level of satisfaction with the existing product and service delivery, a fact that other operators in newly regulated markets may take note of when choosing technology partners.

It is worth noting that both companies have taken a professional and transparent approach to public communication. Statements from executives have focused on performance metrics, compliance alignment, and player-centric innovation—topics that avoid sensationalism and legal risk, particularly important when commercial decisions may be under scrutiny.

Conclusion

The renewed partnership between Kambi and JOI Gaming marks a significant step forward in consolidating their joint presence in the regulated Dutch online gambling market. By combining Kambi’s advanced sportsbook technology with JOI Gaming’s operational expertise and local market knowledge, the two companies have successfully positioned JACKS.NL as a leading destination for sports bettors in the Netherlands. This multi-year extension not only reflects the strength of their collaboration but also signals a shared commitment to compliance, innovation, and delivering responsible, high-quality betting experiences to Dutch consumers.

FAQs

What is the nature of the partnership between Kambi and JOI Gaming?
Kambi provides its Turnkey Sportsbook platform to JOI Gaming’s JACKS.NL brand, enabling premium online sports betting in the Dutch market.

Why was the partnership between Kambi and JOI Gaming extended?
The renewal is based on the partnership’s success since 2020 and reflects the strong performance and mutual trust between the two companies.

What is JACKS.NL?
JACKS.NL is an online casino and sports betting platform operated by JOI Gaming, licensed under the Dutch regulatory regime.

What makes Kambi's platform suitable for the Dutch market?
Kambi’s platform is compliant with Dutch gambling laws, offers flexible customization, and includes responsible gaming features.

Who owns JOI Gaming?
JOI Gaming is the digital subsidiary of the JVH gaming & entertainment group, a long-standing casino operator in the Netherlands.

How has JACKS.NL performed since its launch?
It has quickly become one of the top five casino and sports betting platforms in the Netherlands, indicating strong market acceptance.

What technologies does Kambi offer to JOI Gaming?
Kambi offers real-time data management, customizable front-end solutions, pricing tools, and access to Kambi Engage for player engagement.

How does this partnership benefit Dutch bettors?
Dutch players enjoy reliable odds, intuitive betting features, and compliant platforms that emphasize responsible gambling.

What role does compliance play in this partnership?
Both companies prioritize compliance with Dutch laws, including data protection, transparency, and player safety mandates.

Will new features be introduced as part of the renewed agreement?
Both parties have signaled an intent to innovate further, suggesting ongoing development of new tools and promotions tailored to Dutch users.