Hard Rock Bet is expanding its betting markets as the first operator to utilize a standalone odds feed from sportsbook tech supplier Kambi.
Kambi’s Odds Feed+ includes a library of odds for sports around the world, which means more betting options for Hard Rock Bet customers. The additional markets should be available before 2025, according to Monday‘s release.
“The addition of Kambi’s odds feed will provide us with a greater range of betting options and more flexibility, while still allowing our team to maintain control of our core product,” Hard Rock Digital president Matt Primeaux said. “We’re excited to partner with Kambi and create more unique experiences for players on our top-rated platform.”
Hard Rock Bet is “precisely the kind of prestigious partner” Kambi wanted to target with its individual services, Kambi CEO Werner Becher said.
Benefits to Hard Rock Bet
The integration of the Odds Feed+ API will expand both pre-match and live betting options, bolstered by AI pricing from Kambi’s Tzeract.
The addition of more betting options means more ways to build parlays and same-game parlays, as well as growing the number of average legs included in parlays. BetMGM, for example, integrated new MLB markets from the Entain-acquired Angstrom before the start of the season.
That led to a 40% increase in active customers that placed an MLB same-game parlay, BetMGM said in its first-half report. The total volume of weekly MLB same-game parlays doubled compared to the prior year as well.
Hard Rock will start off with a mix of global sports but can personalize the package with domestic and international sports at it sees fit.
Helps grow structural hold, too
Hard Rock Bet is in a unique position as it operates in eight US states but exclusively offers Florida sports betting. That could lead the sportsbook to being exposed on results involving Florida teams.
Growing its parlay base is one way for Hard Rock to bring some stability to its bottom line. Flutter announced in September it hopes to get FanDuel to a gross hold of 16% by 2030, with CEO Amy Howe attributing its margin growth to better pricing and a larger mix of parlays.
Kambi gets foot in the door
Kambi emphasized how dynamic a partnership with Hard Rock Bet could be for the company.
“The partnership has great potential to become a significant source of revenue for Kambi, subject to the scope of additional services taken by Hard Rock Digital over the coming years,” the company said in its release.
More details about the deal could be given at Kambi’s third quarter earnings presentation on Nov. 6.