Kambi refreshes brand around AI and network intelligence as network tops 70 partners and €17 billion turnover

Kambi has updated its brand identity with the promise “Powerful Network. Proven Edge.” and, more importantly for operators, it is using the rebrand to spell out how network scale, AI and trading data fit together in sportsbook operations. The pitch is straightforward: if you run betting in regulated markets, Kambi wants its network effects to look like a pricing and product advantage, not just a marketing line.

1. Kambi says its sportsbook network now covers more than 70 partners across more than 100 regulated markets and processes approximately €17 billion in turnover each year. The company is framing that scale as the engine for network intelligence: more activity across the stack should feed better pricing, stronger risk management and more informed product development.
2. The refreshed positioning puts artificial intelligence at the centre of the story. Kambi says AI, data-driven trading and changing player expectations are reshaping sportsbook products, and it is presenting its technology and network capabilities as the way operators can keep up while serving customers in regulated markets.
3. The company’s own World Cup data is doing a lot of the heavy lifting here. At the 2026 FIFA World Cup, which ended on 19 July 2026 after 104 matches involving 48 teams across Canada, Mexico and the United States, Bet Builder accounted for 22% of all live bets, up from 3% at the 2022 World Cup.
4. Kambi says the tournament also produced more than 100 million bets, with AI-driven trading and player props supporting the sportsbook experience. For operators, the practical point is that increasingly complex bet combinations require pricing and trading systems that can handle volume, speed and consistency when the event calendar gets busy.

The broader message is that Kambi is no longer talking about technology, trading and data as separate functions. It is presenting them as one operating model, with network scale and automated trading doing the work that used to be spread across more manual sportsbook processes.