Kindred Group has entered into a new agreement with trusted partner Kambi for its B2B sports betting services until the end of 2026.

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In addition to the agreement, Kindred is extending its current award-winning proprietary Kindred Racing Platform into a full in-house sportsbook platform, which reflects Kindred’s long-term strategy of greater end-to-end control of its product offering and customer experience.

Kindred has signed a new three-year agreement with long-term partner Kambi Group providing Kindred with operational security of its sportsbook until the end of 2026.

In addition to the new agreement - and to fully deliver on its long-term strategy - Kindred is developing its proprietary Kindred Racing Platform into a complete in-house sportsbook platform.

Moving onto a proprietary sportsbook over time will enable Kindred to offer customers a unique end-to-end product experience, while securing greater control of the offering and  improving operational efficiency. 

Kindred already operates with a mix of suppliers across all product segments with nearly 40 per cent of sportsbook gross winnings revenue in 2021 derived from proprietary products and in-house trading.

Kindred’s sportsbook platform will combine in-house and third party products to ensure a first-class end-to-end customer experience while lowering the group’s supplier risk exposure.

As such, Kambi’s high-quality technology and services will remain an integral part of Kindred’s sportsbook offering and Kindred will continue to work with Kambi to evolve the partnership both during and beyond the current contract period.