Kambi Odds Feed+ boosts ComeOn Group’s global sportsbook coverage

Kambi Group has finalized a multi-year partnership with ComeOn Group to integrate its advanced Odds Feed+ solution into ComeOn’s proprietary sportsbook platform. This agreement represents a strategic alignment between a global sportsbook technology provider and a well-established international operator aiming to expand and refine its sports betting services across regulated markets.

The collaboration grants ComeOn access to Kambi’s comprehensive odds library, including specialized esports coverage powered by Kambi’s dedicated division, Abios. The integration is designed to improve pricing accuracy, streamline trading operations and elevate the overall user experience within ComeOn’s existing ecosystem, while maintaining the operator’s proprietary technology framework.

Both organizations are active in several regulated jurisdictions and operate within established compliance standards. This partnership forms a key component of ComeOn’s broader strategy to grow its sportsbook offering, while supporting Kambi’s ongoing efforts to expand its modular product suite.

Expanding access to premium odds services

As part of the agreement, ComeOn will integrate Odds Feed+ into its in-house multi-feed sportsbook platform. Odds Feed+ is a premium odds service that delivers actively managed and traded odds across a wide range of sporting events.

Kambi reports that its pricing system is backed by around €17 billion in annual global liquidity, which helps maintain margin stability and price consistency. The service also incorporates AI-driven tools to support more accurate pricing and streamlined trading processes. Additionally, low-latency delivery mechanisms, supported by official data sources, provide near real-time updates to the operator’s platform.

The integration allows ComeOn to leverage Kambi’s data-driven infrastructure while retaining control of its proprietary front-end interface and customer engagement tools. This hybrid approach enables operators to tailor their odds packages to meet local regulations, player preferences and long-term commercial goals.

Emphasis on regulated markets and operational robustness

ComeOn operates in several regulated markets, including Denmark, Sweden, Ontario and the Netherlands. Compliance with local licensing requirements, regulatory standards and responsible gambling frameworks is central to its operations in these jurisdictions.

In 2025, ComeOn was ranked 21st on the Power 50 list by EGR, which assesses the top operators in the global iGaming industry. While such rankings are influenced by editorial methodology and evolving market conditions, they are often cited within the sector as indicators of operational scale, brand strength and commercial performance.

The integration of Odds Feed+ is expected to strengthen ComeOn’s sportsbook capabilities, particularly in competitive regulated markets where differentiation and regulatory compliance are crucial.

The role of esports and data innovation

Esports continues to grow in importance within the online sports betting industry. Through Abios, Kambi provides dedicated esports odds and data solutions integrated into its broader trading ecosystem. Including esports in the Odds Feed+ package allows ComeOn to expand its offering to players seeking a more diverse range of betting markets.

Esports betting requires specialized data modeling, real-time event monitoring and strong integrity safeguards. While specific commercial projections were not disclosed, the inclusion of esports reflects broader industry trends indicating sustained growth in this vertical.

Kambi has also emphasized the use of artificial intelligence in odds compilation and trading management. These technologies aim to increase efficiency, support risk management and enable scalability. However, as with all technology-driven services, performance may vary depending on market conditions, user activity and regulatory factors.

Executive perspectives on the partnership

Werner Becher Chief Executive Officer of Kambi Group commented on the agreement stating:

“We are delighted to welcome ComeOn Group as our latest Odds Feed+ partner. Odds Feed+ is built on the principles of quality, choice and trust and this partnership reflects the confidence leading operators place in Kambi’s odds service. By combining market-leading pricing with the flexibility to scale and tailor their odds package on demand, ComeOn will be equipped to deliver a world-class sportsbook experience to players across their markets.”

Juergen Reutter Chief Executive Officer of ComeOn Group added:

“By integrating Kambi’s data capabilities into our ecosystem, we are further enhancing our proprietary multi-feed sportsbook platform, with a particular focus on the market-leading esports coverage provided by Abios. This allows us to double down on our commitment to provide hyper-personalisation and localised player experiences. We continue to grow the Sportsbook part of our business as per our strategy, powered by our in-house platform, which gives us the agility to connect to a variety of leading data providers. This ensures we can continue to differentiate our local offerings and provide a superior experience to our players in each market.”

These statements reflect the commercial intent of both parties while underscoring a commitment to operational flexibility and technological integration.

Strategic impact on the sportsbook industry

The partnership highlights a growing trend in the sports betting sector, where operators increasingly favour modular solutions over fully outsourced turnkey platforms. By integrating a high-quality odds feed into its proprietary system, ComeOn is able to maintain full control over its technology while benefiting from Kambi’s expertise in pricing, trading and data services.

For Kambi, the deal strengthens its role as a provider of standalone sportsbook components, including odds feeds, trading infrastructure and esports data solutions. This modular approach enables Kambi to serve a wide range of clients, from operators seeking full sportsbook management to those requiring specific product elements to complement their existing platforms.

In regulated markets, operational transparency, reliability and compliance are essential. Agreements like this are typically structured with clear contractual frameworks covering service levels, data security, regulatory compliance and continuity of operations, ensuring both parties meet local obligations and industry standards.

Conclusion

The multi-year collaboration between Kambi Group and ComeOn Group marks a significant development within the regulated sportsbook sector. By incorporating Odds Feed+ into its proprietary platform, ComeOn is positioned to enhance pricing accuracy, broaden esports coverage and improve responsiveness to local market demands, all while retaining strategic oversight of its technology infrastructure.

For Kambi, the partnership underscores the ongoing market demand for modular sportsbook offerings that combine liquidity, data analytics and flexible integration options. While the long-term commercial outcomes will depend on regulatory changes, market competition and user adoption, this agreement demonstrates how operators and technology providers are increasingly refining their services to achieve sustainable growth.

As the global sports betting industry continues to evolve, collaborations that emphasize compliance, technological flexibility and measured expansion are likely to remain central to strategic development. This partnership equips both ComeOn and Kambi to advance their respective objectives within a secure and regulated framework, supporting innovation and competitiveness in a rapidly maturing sector.

FAQs

What is Odds Feed+ by Kambi Group?
Odds Feed+ is a premium odds feed solution that provides actively managed and traded sports betting odds supported by Kambi’s liquidity and pricing tools.

What does the partnership mean for ComeOn Group?
It enables ComeOn to integrate Kambi’s odds services into its proprietary sportsbook platform to enhance pricing and market coverage.

Is ComeOn Group active in regulated markets?
Yes the company operates in several locally regulated jurisdictions including Denmark Sweden Ontario and the Netherlands.

What role does Abios play in this agreement?
Abios supplies esports data and odds as part of Kambi’s broader offering which will be accessible to ComeOn under the partnership.

Will ComeOn replace its proprietary sportsbook platform?
No the company will integrate Kambi’s odds feed into its existing in house platform rather than replacing it.

How does artificial intelligence support Odds Feed+?
AI tools are used to enhance pricing accuracy trading efficiency and operational scalability within the odds feed.

Does this partnership guarantee financial growth?
While the agreement aims to support strategic growth financial performance depends on market conditions regulatory factors and competitive dynamics.

Why is esports important for sportsbook operators?
Esports attracts a growing audience and offers diversified betting markets which can complement traditional sports betting.

What is Kambi Group’s core business?
Kambi provides sportsbook technology trading services and modular betting solutions to licensed operators.

How long is the agreement between the companies?
The partnership has been described as a multi year agreement though specific contractual details have not been publicly disclosed.