Kambi's product chief sees AI moving sportsbooks beyond fixed market catalogues

Sports betting supplier Kambi has simplified its product line-up to two core offerings, Turnkey Sportsbook and Odds Feed+. According to Chief Product Officer Erik Lödgberg, both run on the same trading data and trading engine but are designed for operators with different needs, which should give partners greater clarity when choosing a model.

Turnkey Sportsbook is an end-to-end package that combines Kambi's technology, pricing, risk management, regulatory compliance, front end and managed services. It is aimed at operators looking for a proven but flexible platform that can scale quickly in regulated markets. Because Kambi controls the whole stack, from front end to platform and trading engine, it can also develop new betting experiences across the entire product.

Odds Feed+ lets operators plug the same trading intelligence into their own platforms and front ends. Lödgberg says this can improve operational efficiency, but he sees the larger opportunity in helping partners improve margins and build their own innovations on the flexibility of Kambi's AI trading platform.

Looking ahead, Lödgberg argues that sportsbook design is nearing a significant change. In his view, what AI can now do in trading cannot be fully used within existing front-end design structures. As AI increases the number and variety of propositions that can be created, he expects the traditional grid or catalogue of markets to become less effective, while expectations shaped by other industries raise the bar for how easily users find relevant options.

Kambi envisages a more on-demand sportsbook in which players express an intent or the kind of experience they want, and the system responds with suitable propositions drawn from a far wider range of outcomes. Lödgberg says this should not simply mean more tools, markets and complexity, but an intelligent layer around a live event that surfaces combinations, promotions and moments matched to individual users. He points to BetBuilder and player props as evidence of demand for more combinable and individualised options.

Data and trading are central to the approach. Player and market data can show which propositions are worth creating for a given user at a given time, while the trading engine delivers them at scale. As Lödgberg put it, data without the engine can identify an opportunity but never deliver it at scale, while the engine without data can create breadth but lacks an understanding of what to prioritise.