32Red overhauls sportsbook with Kambi deal
Kambi sportsbook to be integrated with 32Red's Microgaming as operator reveales year-to-date revenues up 12%
32Red has signed a deal with Kambi Sports Solutions in a move which will see the operator’s sportsbook receive a major pre-World Cup revamp.
The deal will see B2B supplier Kambi take control of 32Red’s sports betting vertical with the product expected to be available both online and on mobile in time for the 12 June kick-off.
Kambi will integrate its sportsbook solution with 32Red’s Microgaming platform to enable players to move seamlessly between casino and sports.
According to 32Red CEO Ed Ware (pictured), the move illustrates the operator’s intention to grow the vertical and compliments its recent sports-related marketing deals.
“The 32Red brand has strong heritage in sports sponsorship in the UK and our ongoing support of horse racing along with the recently announced association with Rangers FC demonstrates our ambition in the space,” Ware said.
For Kambi, 32Red is another addition to its roster of operators which also includes 888, Paf and Unibet and comes soon after it unveiled plans to spin-off from the latter.
“The 32Red brand is renowned for delivering excellent customer service and the business has ambitious growth plans in the sports segment that are aligned with Kambi’s vision,” Kristian Nylen, Kambi CEO, said.
“The agreement will enable 32Red to provide its customer base with an exceptional sports betting experience,” he added.
32Red also revealed gross gaming revenues for the year to 28 April were up 12% when compared to the same period last year and insisted current trading remained strong.
The operator’s share price was up 1.5p to 57p after early morning trading.