It’s also the first agreement of its kind for Kambi, which usually supplies its sportsbook as a white-label product in exchange for a revenue share. The supplier will support the rollout during a transition period alongside a long-term trading services agreement, before a dedicated Kambi team moves over to Allwyn, which plans to spend a low-tens-of-millions sum building out trading, pricing and risk management capabilities.
Allwyn generated more than €800 million in gross betting revenue in 2025 and expects the move to support cross-selling with its iGaming business, after it abandoned a €217 million deal to acquire a majority stake in Novibet in March over competition concerns.
Kresimir Spajic, CEO of Allwyn Digital, commented:
“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.”
Kambi expects the partnership to add €45 million to €50 million to its operating profit between 2027 and 2031, with around 40% of that in 2027 and 2028, while Allwyn will pay roughly half of the fee in 2027.
Werner Becher, CEO of Kambi, said:
“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.”
Allwyn also plans to buy the remaining 30% of Instant Win Gaming for $120 million, with the deal set to complete in the first quarter of 2027 and IWG’s founders staying in their roles.
