Kambi Odds Feed+ strengthens FDJ UNITED sportsbook

Kambi Group plc, a globally recognized leader in premium sports betting solutions, has formalized an expanded Odds Feed+ agreement with FDJ UNITED. This significant development provides FDJ UNITED’s Online Betting & Gaming division with full access to Kambi’s comprehensive library of sports odds, marking a strategic enhancement to its proprietary sportsbook platform.

The partnership represents a deepening collaboration between the two companies, enabling FDJ UNITED to leverage Kambi’s advanced odds feed infrastructure across an extensive range of sports and markets. This expansion comes in the wake of FDJ UNITED’s recent acquisition of Kindred Group, which has strengthened its footprint in the European betting sector and positioned the company for accelerated growth in its online sportsbook operations.

Access to a Complete Library of Sports Odds

Under the expanded agreement, FDJ UNITED gains unrestricted access to Kambi’s full suite of pre-match and live odds. These odds span major international sports, niche competitions, and emerging markets, allowing FDJ UNITED to complement its in-house offering with a bespoke selection of Kambi’s traded odds.

This arrangement enables FDJ UNITED to continuously iterate and optimize its pricing and offering strategy, ensuring its sportsbook remains competitive and aligned with player preferences. Where markets have not yet transitioned to FDJ UNITED’s proprietary sportsbook, Kambi will continue supplying its Turnkey Sportsbook, ensuring seamless coverage and operational continuity.

The expanded access also includes enhanced coverage of micro-markets and player props, offering FDJ UNITED greater flexibility in tailoring bets to specific audiences. This ensures the operator can meet the evolving demands of modern bettors while maintaining high standards for reliability and market responsiveness.

Building on Existing Esports Collaboration

The current agreement builds upon an earlier partnership, established in February, under which FDJ UNITED integrated Kambi’s Odds Feed+ for esports. That initial collaboration allowed FDJ UNITED to access Kambi’s esports odds via a seamless API, strengthening its position in a rapidly growing sector.

“With today’s deal, FDJ UNITED now has instant access to Kambi’s entire menu of sports odds,” the companies confirmed, highlighting their shared commitment to delivering a ‘best in class’ sportsbook experience. By combining Kambi’s extensive trading expertise with FDJ UNITED’s in-house platform, the partnership ensures that players receive a comprehensive, high-quality, and engaging betting experience.

Understanding Odds Feed+: A Premium Solution

Odds Feed+ is Kambi’s flagship odds feed solution, designed to provide operators with reliable, high-quality pre-match and live odds through a single API integration. The feed includes an extensive range of micro-markets and player props, allowing for fine-tuned customization to suit operator requirements.

One of the key strengths of Odds Feed+ is its reliance on Kambi’s €17 billion liquidity pool, which ensures sharper and more accurate odds across all sports and leagues. This global liquidity not only improves odds quality but also provides operators with confidence in market stability and operational reliability.

Werner Becher, CEO of Kambi Group, emphasized the strategic importance of this solution:

“We are delighted to agree this partnership with FDJ UNITED as we continue to expand the list of operators leveraging parts of our Odds Feed+ product. As the sports betting landscape becomes ever more competitive and complex, the need for a flexible, high-quality, trusted odds feed has never been greater. Given our vast experience in sports trading, along with our large global liquidity, we believe our Odds Feed+ solution will become the go-to odds feed for visionary operators, such as FDJ UNITED.”

FDJ UNITED’s Strategic Goals and Benefits

For FDJ UNITED, the expanded agreement represents a pivotal step in the company’s ongoing migration to its in-house sportsbook platform. Nils Andén, Chief Online Betting & Gaming Officer at FDJ UNITED, underlined the strategic benefits:

“Partnering with Kambi and expanding our Odds Feed+ agreement into selected sports is an important milestone as we continue the migration to our in-house sportsbook platform. Odds Feed+ gives us the quality, flexibility and control we need to tailor our sportsbook, while benefiting from the reliability and expertise of a true industry leader like Kambi.”

By integrating Kambi’s Odds Feed+, FDJ UNITED can offer a wider selection of betting options to its customers, improve market responsiveness, and maintain a competitive edge in a rapidly evolving industry. The partnership also reinforces FDJ UNITED’s commitment to providing a premium, player-centric experience across all platforms and devices.

Industry Context: The Growing Importance of Premium Odds Feeds

The expansion of this partnership occurs against a backdrop of increasing competition in the online sports betting sector. Operators are under pressure to offer highly responsive, customized betting products while ensuring market integrity and operational reliability.

Premium odds feeds like Kambi’s Odds Feed+ have become essential tools for operators seeking to differentiate themselves. By delivering a reliable, scalable, and flexible solution, these feeds enable operators to:

• Enhance pre-match and live betting offerings
• Offer diverse markets, including micro-markets and player props
• Respond quickly to market trends and player behavior
• Maintain compliance with regulatory standards in multiple jurisdictions

For FDJ UNITED, leveraging Kambi’s Odds Feed+ represents a strategic investment in technological infrastructure that can support future growth, both in existing markets and in new territories.

Operational Advantages and Market Responsiveness

One of the most significant advantages of the Odds Feed+ solution is its integration simplicity. Operators can access the full breadth of Kambi’s odds through a single API, reducing development costs and minimizing integration complexity. This streamlined approach enables rapid deployment of new markets, faster odds adjustments, and improved risk management.

Furthermore, Kambi’s extensive global liquidity pool allows FDJ UNITED to maintain sharp odds across a wide range of sports, providing customers with competitive pricing while safeguarding operator margins. By combining market-leading technology with operational expertise, the partnership ensures both efficiency and innovation.

Future Outlook for the Partnership

Looking ahead, the expanded Odds Feed+ agreement sets the stage for a long-term collaboration between Kambi and FDJ UNITED. Both companies are positioned to capitalize on emerging trends in the online betting market, including:

• Growth in esports and alternative sports betting markets
• Increasing demand for live and in-play betting options
• Expansion into new regulated markets
• Integration of advanced analytics and player engagement tools

The multi-year nature of the agreement signals a commitment to continuous innovation, ensuring that FDJ UNITED can adapt to changing player preferences and regulatory requirements while maintaining a high-quality betting experience.

Conclusion

The expanded Odds Feed+ agreement between Kambi Group plc and FDJ UNITED represents a significant milestone in the sports betting industry. By granting FDJ UNITED full access to Kambi’s extensive library of sports odds, the partnership strengthens the operator’s proprietary sportsbook platform and enhances its ability to deliver a premium, player-focused experience.

With both companies emphasizing reliability, flexibility, and market-leading technology, the collaboration is set to play a key role in shaping the future of online sports betting. As the industry continues to evolve, partnerships like this demonstrate the importance of combining technical expertise with strategic vision to meet the demands of modern bettors.

FAQs

What is Odds Feed+ and how does it benefit operators?
Odds Feed+ is Kambi’s premium odds feed solution, providing pre-match and live odds, micro-markets, and player props through a single API integration. It enables operators to offer diverse, high-quality betting options.

How does FDJ UNITED benefit from the expanded agreement?
FDJ UNITED gains full access to Kambi’s complete library of sports odds, allowing it to enhance its proprietary sportsbook platform and deliver a wider selection of betting options.

What sports are covered under this agreement?
The agreement includes all major international sports, niche competitions, and esports, along with micro-markets and player props.

Why is Kambi’s liquidity pool important?
Kambi’s €17 billion liquidity pool ensures sharper, more reliable odds, improving pricing accuracy and market responsiveness for operators.

Is this a long-term partnership?
Yes, the multi-year agreement reflects a strategic, long-term collaboration between Kambi and FDJ UNITED.

How does Odds Feed+ integrate with FDJ UNITED’s systems?
Odds Feed+ integrates via a single API, simplifying deployment, reducing development costs, and enabling rapid market updates.

What role does esports play in the partnership?
FDJ UNITED previously integrated Kambi’s Odds Feed+ for esports, and the expanded agreement continues to provide comprehensive esports coverage.

Can the odds be customized?
Yes, operators can tailor odds and markets to their strategy, leveraging Kambi’s traded odds and flexible integration.

How does this partnership affect customers?
Customers benefit from a wider range of betting markets, more competitive odds, and an enhanced, reliable sportsbook experience.

What future developments are expected from this collaboration?
The partnership is expected to support growth in esports, live betting, alternative markets, and expansion into new regulated territories.