As Kambi unveils a refreshed logo, visual identity and website under its new “Powerful Network. Proven Edge.” tagline, Chief Executive Officer Werner Becher tells SBC News how the brand evolution stays true to the company’s roots while reflecting the product direction shaping its next phase.

SBC News: Let’s start with the obvious one. Kambi has a new look and a new tagline. What’s actually changing?

Werner Becher: The most obvious change is how Kambi presents itself: a new logo, refreshed visual identity across all touchpoints and an updated website that all work together to express the direction the business has been moving in for some time. In that sense, this refresh is less a sudden change than the culmination of a journey we have been on for a while. Much of the evolution it reflects has already taken place across the business, from how we organise our product portfolio to how we talk about the value of the Kambi network; we are now ready to bring that story forward more clearly and confidently. It also marks an important simplification of our brand architecture, with Kambi unifying its sub-brands under one single Kambi brand. We wanted to stay true to Kambi’s established and widely recognised brand roots, because there is real equity in that, but update the identity so it better reflects both the company we have become and the opportunities ahead.

‘Powerful Network. Proven Edge.’ captures that well. This is not just a campaign line but a description of what makes Kambi unique and how we work. Every partner on our network makes the whole network smarter, but the real difference is the capability we have built to convert that intelligence into a tangible, measurable edge for operators. That is also why the product journey is so exciting – the brand now gives us a clearer platform to define where the sportsbook product of the future is heading next, and how Kambi can continue turning the power of the network into proven value for partners.

Does this mean Kambi will offer fewer products to partners?

No. The change is about clarity, not narrowing what partners can access. We will continue to offer the capabilities operators need, including front end, esports and other specialist product areas, but they now sit more clearly within two core propositions: Turnkey Sportsbook and Odds Feed+. That gives partners a simpler way to understand how they can work with Kambi, while keeping the breadth and flexibility of the underlying product offer.

Turnkey Sportsbook is our complete, end-to-end solution – technology, odds compiling, risk management, front-end and managed services across online and on-property – built for operators who want a proven, flexible solution that can scale in regulated markets. Odds Feed+ is our premium odds feed for operators who want to leverage margin-driving odds – whether that’s pre-match, live, player props or esports – into their own platform through a single API, drawing on the same network intelligence and trading engine that powers our full sportsbook.

You talk a lot about “network advantage”. What does that mean in practice for an operator that joins the Kambi network?

It means every partner benefits from the scale, intelligence and experience of the whole Kambi network, and from the technical capability we have built to convert that scale into performance. Since we first launched more than 15 years ago, we’ve built a network that today spans more than 70 partners across 100-plus regulated markets, processing more than €17bn in turnover a year, drawing on billions of bets and player interactions along the way.

That depth of real-world data only becomes an advantage if it is applied in the right way. Kambi’s edge comes from combining network scale with the pricing, trading, risk and product technology needed to turn that intelligence into measurable value for operators. It sharpens pricing and trading for every partner who joins, supports stronger margin performance across the network and informs continuous product innovation because we can see, at scale, what players actually want, how they engage and where the next opportunities are emerging. And it matters on the regulatory side too: being licensed to operate in 100-plus jurisdictions means we’ve already navigated the complexity of so many regulated markets, which means that when partners want to launch or expand, we can help them move quickly, confidently and compliantly.

How does AI fit into that story?

AI is a major part of how Kambi has built its position in advanced pricing, trading and combinability. It allows us to process the scale of network data we’ve built over many years and turn it into sharper pricing, stronger risk management, better margin performance and a far more expansive range of betting opportunities for partners. That is especially important as Bet Builder, player props and in-play betting become a much bigger part of the sportsbook experience, with approximately 75% of betting activity on the Kambi network now being traded by AI. 

The World Cup was a clear example of that edge in action: we delivered a near-limitless range of combinable betting opportunities, faster and smoother live betting experiences, automated trading across all 104 matches and 100% uptime throughout the competition that saw us deliver an operator trading margin of 18%.

And how do you see AI fitting into the future direction of the sports betting product?

We believe we’re moving towards a future where the sportsbook is more dynamic, more relevant and more responsive to the individual player journey. Some in the industry see AI mainly as a risk or a source of disruption, but we see it as an enabler: a way to further leverage the scale of the Kambi network, deepen the technical capability we have built over many years and create a new moat around the value we can deliver for partners. That means moving beyond a static catalogue of markets and towards experiences that can surface the right opportunities at the right moments, across pre-match, in-play, Bet Builder, player props and cash-out. We saw more than a million unique combinations in the final alone, which shows how players increasingly want to bet: they have moved beyond the static grid and expect far more choice, flexibility and relevance from the sportsbook experience.

The important point is that this has to be built on trusted pricing, robust trading controls and operator flexibility, not just a more attractive front end. Our network gives us the data and trading depth to understand how players engage, while our technology and AI capability give partners the control to shape those experiences in a way that fits their brand, market and regulatory requirements. That is the direction of travel: a sportsbook that feels more fluid and relevant for players, while still giving operators the confidence, control and compliance they need.