Casumo to target casual bettors via gamified Kambi sportsbook

Sportsbook suppliers Kambi has agreed a deal with gaming firm Casumo to deliver a gamified sports betting product.

Leveraging Kambi’s technology, Casumo intend to primarily target casual bettors, and the millions of sports fans who have never placed a bet, with the its new sports product.

Detailing a multi-year deal, Kambi’s sportsbook and technology services, including open API’s, are intended to build a sports betting experience with gamification as its core.

Casumo hope to utilise its experience of incorporating social gaming features, such as players achievements and leaderboards, into real money games, to create an entertaining and appealing sports betting product.  

Kristian Nylen, Kambi Chief Executive, commented: “As one of the fastest growing and most innovative operators in Europe, I’m delighted to welcome Casumo to the Kambi network.

“A combination of the Kambi Sportsbook and Casumo’s gamification expertise will attract a different player segment than what we’ve been used to, further strengthening the Kambi network.

“Moreover, this deal illustrates the flexibility of the Kambi technology, with Casumo widening the spectrum of operators currently adapting our technology to meet their own specific product and marketing requirements.”

The Kambi sportsbook is to be integrated into Casumo’s proprietary platform, ahead of the release of a football focussed mobile product.

Daniel Durrans, Head of Sportsbook at Casumo, added: “We’re delighted to have signed this deal with Kambi. This is an exciting and collaborative partnership across product and technology.

“Casumo is creating a brand new, more intuitive product experience for sports, built on Kambi’s leading sportsbook platform.”

The follows news of Kambi announcing an enhancement of its sportsbook platform last month, via an investment with Virtus Sports.

The strategic virtual sports deal saw Kambi secure a stake of a little over 25 percent, for a fee of £500,000 (€565,000), giving the firm access to “a high-quality and complementary virtual sports betting product.”

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