As the sports betting landscape becomes increasingly competitive, operators need comprehensive, cutting-edge products across their entire sportsbook offering to keep players engaged and coming back. 

Enter Kambi’s new Odds Feed+ product, a dynamic solution designed to help operators gain an edge in a crowded market. Known for its market-leading sportsbook solutions such as its Turnkey Sportsbook and award-winning Bet Builder, Kambi continues to equip operators with the tools needed to succeed as the home of premium sports betting solutions.

Kambi’s Senior Vice President of Trading, Simon Noy, explores the many benefits of Odds Feed+, the enhanced flexibility it offers operators, and showcases the pivotal role of Kambi’s Turnkey Sportsbook in delivering a cutting-edge sports betting experience.

SBC: Can you provide an overview of the Odds Feed+ product and its primary functionalities?

Simon Noy: Odds Feed+ is the newest addition to our expanded portfolio of modular services, designed to seamlessly integrate into any sportsbook via a single API. Following speedy integration, operators can effortlessly enhance their sportsbook by incorporating Kambi’s vast array of high-quality odds. Whether an operator is looking to expand its market offerings or simply wants to improve the accuracy of the odds provided, our Odds Feed+ provides a straightforward, efficient solution to elevate any sportsbook.

Image: Kambi

The flexibility of Odds Feed+ enables operators to create a bespoke package of traded odds tailored specifically to their needs by leveraging Kambi’s comprehensive library, spanning a vast array of sports, leagues and markets, including esports and AI-powered odds. However, what really sets Odds Feed+ apart is the benefits it derives from the strength and scope of Kambi’s global partner network. Drawing insights from billions of bets placed every year, we are able to aggregate data from an expansive and diverse player base to deliver high-quality odds powered by robust pricing and trading strategies. 

SBC: How does Odds Feed+ ensure the accuracy and reliability of the odds provided to partners?

SN: The first thing to note is that the odds we provide via Odds Feed+ aren’t simply mid-points or market averages – they are crafted and traded through the large volume of bets and turnover we process through our Turnkey Sportsbook. As a result, Odds Feed+ delivers unmatched accuracy and reliability to operators, powered by cutting-edge technology, expert oversight and a robust infrastructure that has been leading the industry for more than a decade. All of that, coupled with the billions of bets that we take each year from bettors around the globe, provides an unparalleled level of information and experience used to trade odds for our partners.  

By processing high bet volumes yearly, we dynamically refine our trading models to ensure accuracy and relevance across all markets. No matter where the offering is around the globe, we have experience on every continent, and we’ll never need to see an operator’s risk because our Turnkey product provides us with the necessary intel to go live in a new market with confidence.

SBC: What was the thinking behind Kambi’s strategy to offer modular services such as Odds Feed+?

SN: While many top-tier sports betting operators are moving toward in-house platform development, there still isn’t one operator out there that doesn’t outsource certain or several aspects of their sportsbook. Recognising this trend drove the creation of Odds Feed+ as a standalone product, enabling us to serve operators who seek selective solutions, while continuing to offer our flagship Turnkey Sportsbook for broader market needs. Recent Odds Feed+ partnerships highlight how operators can seamlessly integrate and complement their existing offering without a full sportsbook overhaul.

The industry’s increasing demand for market flexibility emphasises the importance of tailored solutions. Odds Feed+ was designed with a modular philosophy, empowering operators to differentiate their sportsbooks, target niche markets and leverage advanced technology in alignment with their brand identity and strategic goals.

SBC: Are there any significant updates or new capabilities planned for Odds Feed+ in the near future to build on the product’s attractiveness?

SN: Our recent partnerships indicate the strong appeal of Odds Feed+, and we remain committed to ongoing enhancements to maximise its value for operators. By integrating Odds Feed+ into existing sportsbooks, we’re gaining valuable insights which allow us to refine the process for future partners. This includes providing data-driven metrics such as player engagement, helping partners optimise their offering based on betting behaviour.

The next major enhancement will be incorporating a Bet Builder feed into Odds Feed+. Recognised as one of the best on the market, our Bet Builder will equip Odds Feed+ partners with a critical tool for immediate sustained success. In an industry where a quality Bet Builder is essential, this addition will further enhance the product’s appeal and effectiveness.

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