Kambi has announced it will provide Allwyn with its sports betting technology and services. The partnership is expected to contribute approximately €45m ($50.4m) to the supplier’s operating profits between 2027 and 2030.
Allwyn Digital CEO, Kresimir Spajic, said: "We are delighted to announce further progress in our strategy to own and manage key technology and content capabilities that enhance product innovation, differentiation and time to market, and support our ability to deliver a best-in-class customer proposition.
“Our agreement with Kambi, leveraging its proven, scalable technology and deployment expertise to bring our sportsbook platform in-house, represents an important step in that strategy, giving us greater freedom to evolve our offering, tailor products to individual brands and markets, and build a scalable foundation to accelerate future growth.”
A stronger sportsbook offering
The operator already has a sports betting presence across multiple markets, with a gross gaming revenue (GGR) of over €800m. Through Kambi’s scalable technology, Allwyn expressed its goal to differentiate its sportsbook offering through products and features tailored to local markets and player preferences.
Kambi CEO Werner Becher said: "This agreement shows the quality and strategic value of the sportsbook technology Kambi has built over more than 15 years. A global market leader like Allwyn choosing our technology to unify its sportsbook operations reflects the strength of our product, our expertise and our track record of delivering at scale in regulated markets.
"It also brings Kambi significant long-term commercial value and shows how we can create additional value from the capabilities we have built, through strong, long-term partnerships.”
According to the press release, the companies have also entered into a trading services agreement to provide Allwyn with the supplier's proprietary AI-powered trading and risk management capabilities.
In Q3, the supplier reported revenue of €46m, up 23% from the year before. In October, Kambi also signed an agreement to supply its sportsbook to QuinnBet, supporting the operator's growth in the UK and Ireland.
Allwyn's plan to acquire minority interest in IWG
Separately, Allwyn has announced its intention to purchase the remaining 30% interest in Instant Win Gaming (IWG). The full acquisition of the developer and supplier of e-instant games represents a further step in the execution of its inorganic growth strategy.
With a broad portfolio and established relationships with lotteries across the US and Europe, IWG has already delivered year-on-year EBITDA growth of 30% in 2025. The operator plans to keep IWG's founders in their executive positions.
Meanwhile, Allwyn announced earlier this month that it would be restructuring its UK leadership team as it enters the next stage of its transformation of the National Lottery, terminating the Chief Technology Officer, Chief Strategy and Transformation Officer and Managing Director positions.
Allwyn North America's CEO recently spoke to Global Gaming Insider on offering lottery products on a grander scale
