Kambi Consolidates Sportsbook Products Ahead of AI-Driven Shift from Static Catalogues

Kambi is advancing AI applications in sports betting to replace fixed market lists with personalised, responsive propositions. The supplier has consolidated its lineup into two offerings built on identical trading infrastructure, as the traditional front-end catalogue reaches its limits.

Unified Engine Supports Turnkey and Feed Models

Both the Turnkey Sportsbook and Odds Feed+ rely on the exact same trading data and trading engine. Erik Lödgberg, Kambi’s Chief Product Officer, explained: “Both the Turnkey Sportsbook and our Odds Feed+ are built on the exact same trading data and trading engine.”

The Turnkey solution delivers an end-to-end platform covering technology, pricing, risk management, regulatory compliance, front end and managed services. It targets operators needing rapid scaling in regulated markets. Odds Feed+ instead supplies the trading intelligence for integration into existing operator platforms, with emphasis on margin improvement and custom innovation.

This structure clarifies choices for partners while preserving Kambi’s ability to iterate on new betting formats across its stack. According to reporting by SBC News, the model balances complete solutions against flexible data access.

Data and AI Trading Enable On-Demand Experiences

Lödgberg anticipates a departure from static catalogues toward intent-driven interfaces. “The things we now can do with AI in trading, it just simply cannot be fully leveraged by the existing design paradigms or structures that we have on the front end side,” he says.

Player and market data identify relevant propositions at specific moments, while the trading engine generates and prices them at scale. “Data without the engine, it can identify the opportunity, but it can never deliver it at scale. And the engine without data, it can create breadth, but it lacks the understanding of what to prioritise that matters,” Lödgberg explained.

BetBuilder and player props already signal demand for combinable, individualised bets tied to discrete sporting moments. The resulting experience functions as an intelligent layer around live events rather than a navigable menu of preset markets. Existing front-end grids risk failing to surface the volume and specificity AI trading can produce, raising questions about interface redesign timelines for operators and suppliers alike.

Reporting: SBC News

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