Under the deal, which extends a relationship that began in 2018, Kambi will provide ATG with its complete sportsbook. This covers sport betting across online and ATG’s retail network of nearly 1,500 outlets in Sweden.
Kambi has been able to renew the partnership after recently securing new approvals in the Swedish market. The provider picked up its B2B gambling permits in June in line with new regulations in the country that require suppliers to hold a B2B licence.
“Our strategy has always been to power market leaders or those with the potential for market leadership,” Kambi co-founder and CEO Kristian Nylén said. “In ATG we have a valued partner that has achieved just that since launching with Kambi in 2019.
“A sportsbook which offers the flexibility for operators to differentiate is vital in such a highly competitive market. This partnership exemplifies our ability to deliver long-term value to our network of partners.”
ATG CEO Hans Lord Skarplöth added: “Kambi’s premium sportsbook technology has been a very important factor in our growth and success. We look forward to continuing this productive partnership as we strive to deliver exciting sports betting experiences to our customers.”
Kambi expands sportsbook network
The ATG deal marks the seventh partnership renewal for Kambi this year. The group also recently penned extensions with Corredor Empresarial, LeoVegas, Paf, Rank Group, Rush Street Interactive and Sun International.
It was also revealed last month that Kambi will support BetMGM with its venture into the UK market.
MGM Resorts announced the launch of BetMGM in the UK last month. However, Entain is not to be involved despite owning 50% of BetMGM.
Kambi is powering BetMGM UK’s sportsbook, extending an agreement with LeoVegas dating back to 2016.