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Kambi Group plc acquires front end specialist Shape Games

Published

4 years ago

September 8, 2022

Reading Time: 3 minutes

Kambi significantly strengthens capability to deliver engaging and tailored sports betting experiences through addition of industry leading front end supplier

Kambi Group plc, the industry’s trusted sports betting partner, has strengthened its sportsbook proposition with the acquisition of award-winning front end technology specialist Shape Games for an upfront consideration of €38.5 million. The acquisition also includes a performance-related earnout of up to €39.6 million, potentially bringing the total consideration to €78.1 million, all to be paid in cash.

Headquartered in Copenhagen, Denmark, Shape Games is the industry’s leading front end provider, focused on driving customer engagement and retention through the delivery of its customisable, fully native frontend technology to leading operators in regulated markets. Shape Games’ growing roster of partners includes Danske Spil and Norsk Tipping, as well as Kambi partners BetWarrior and JACK Entertainment, with each operator leveraging Shape Games’ technology to offer highly differentiated user experiences.

Transaction highlights and strategic rationale
Shape Games’ fully native front end technology complements Kambi’s high performance sportsbook and existing front end capabilities, creating a compelling proposition that will significantly enhance Kambi’s capabilities in the mobile space where the vast majority of sportsbook turnover originates. Combined, Kambi and Shape Games will empower operators to deliver exciting, tailored sports betting experiences to their players like never before.

The sportsbook front end has become a key tool for operators to effectively differentiate their brand, localise their offering and engage players to increase acquisition and retention. Not only does Shape Games provide a best-in-class front end, but its complementary customer engagement capabilities, which include personalisation, loyalty, statistics, and free-to-play games, provides the ability for operators to drive incremental growth and revenue.

The acquisition builds upon an established partnership between the two companies. Kambi and Shape Games have successfully combined on tender processes to secure turnkey contracts and Kambi believes the closer bond this agreement delivers will ultimately lead to greater commercial success for both parties.

The addition of Shape Games marks another important step in Kambi’s strategy, as it extends Kambi’s excellence within the sports betting value chain and enables the delivery of the front end through either turnkey or modularised packages. As such, Shape Games will continue to provide its services on a standalone basis to all operators, but a closer technical and commercial integration with Kambi will enable an enhanced service to be offered to Kambi’s current and future partners. In 2021, Shape Games generated revenue of €7.6 million at an EBITDA of €2.8 million, with 2022 forecast to deliver 100% year-on-year growth following several major partner wins.

Kristian Nylen, Kambi Chief Executive Officer and Co-founder said: “I’ve always been clear on our intention to acquire technology and talent that will complement and enhance our sportsbook proposition, and I have no doubt Shape Games will do just that. Having worked closely with Shape Games and its experienced team over recent years, I have seen first-hand how their technology enables operators to extract the full value of the Kambi sportsbook and provides the level of control operators require to deliver bespoke experiences to their players. While Shape Games will continue to grow and offer services on a standalone basis in line with our plans to offer a suite of modularised products, it is the ability to offer a combination of Kambi’s and Shape Games’ technology to our partners which really excites us and solidifies our position as the clear leader within the sports betting ecosystem.”

Christian Risom, Shape Games Chief Executive Officer and Co-founder, said: “We are very happy to join forces with the leading sportsbook provider of the industry. Shape Games and Kambi have been working closely side by side for years now and it is exciting to take this partnership to new levels. Together we will have an unmatched sports betting and casino offering for any market in the world, be it on mobile and web or in retail. Kambi’s modular approach to the market allows us to form a profound and tight-knit integration with their sportsbook all the while pursuing opportunities with other sportsbook partners. From our perspective, this represents the best of both worlds for any customer out there. For me personally, the years we have worked with Kambi were a clear testament to the cultural match between the two organisations as both have a deeply rooted focus on best-in-class technology, customer experience and integrity in everything we do. It has always been great working alongside Kambi as collaborators and I am certain that what lies ahead is even greater.”

Shape Games was founded in 2018 by Risom, Chief Product Officer Nicolas Linde, and Chief Technical Officers Ole Gammelgaard and Philip Bruce, all of whom will continue to lead the company post-acquisition. Shape Games applies the vast front end experience gained from working with companies such as RedBull, Bang & Olufsen and Credit Suisse to the iGaming industry. Shape Games has since won numerous industry awards and several high-profile clients across Europe, North America, and South America. The company has approximately 80 full-time equivalent employees, with offices in Denmark, Spain, the Isle of Man, and Latvia.

Boston

Global Experts to Gather in Boston for First US Symposium on Online Gambling and Public Health

Published

13 seconds ago

April 10, 2026

Wladimir P.

global-experts-to-gather-in-boston-for-first-us-symposium-on-online-gambling-and-public-health

A major international discussion on the future of online gambling regulation is set to take place in the United States later this month, as the Public Health Advocacy Institute (PHAI) prepares to host its first global symposium dedicated to the sector’s public health impact.

The event, titled “Online Gambling and the Public Health Movement,” will be held on April 24, 2026, at Northeastern University in Boston, bringing together policymakers, researchers, and industry observers from across the US, Europe, and Australia.

The symposium comes at a time of rapid expansion in online betting markets, particularly in the United States, following the 2018 Supreme Court decision that opened the door to state-level sports betting regulation. Since then, mobile-first platforms, micro-betting features, and AI-driven betting tools have significantly reshaped the landscape.

Focus on Regulation and Risk

According to the organisers, the event will focus on the growing calls for stronger consumer protections, as well as the broader societal impact of digital gambling products.

Discussions are expected to cover:

The rise of micro-betting and real-time wagering
The role of AI and data-driven betting systems
The effectiveness of current responsible gambling frameworks
The need for federal and state-level safety standards

Recent legislative proposals in the US, including the SAFE Bet Act and similar initiatives across multiple states, signal increasing political attention on the issue.

Global Experts and Policymakers to Attend

The speaker lineup includes a mix of academic, clinical, and political voices, such as:

Public health researchers from Monash University and the University of Bath
Representatives from the US federal and state governments
Specialists in gambling addiction and behavioural research

The goal, according to PHAI, is to explore evidence-based approaches to regulation and harm reduction.

Industry Under Increasing Scrutiny

The symposium also follows a series of legal actions initiated by PHAI targeting major industry stakeholders, highlighting growing scrutiny around business practices and consumer protection.

As online gambling continues to scale globally, events like this reflect a broader shift toward cross-sector dialogue between regulators, public health experts, and industry participants.

The post Global Experts to Gather in Boston for First US Symposium on Online Gambling and Public Health appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

betting platforms

US Public Health Debate Intensifies as Boston Hosts Landmark Online Gambling Symposium

Published

21 seconds ago

April 10, 2026

GamingAmericas.com

us-public-health-debate-intensifies-as-boston-hosts-landmark-online-gambling-symposium

As scrutiny around online gambling intensifies in the United States, a landmark symposium in Boston is set to bring the issue of public health and regulation into sharper focus.

The Public Health Advocacy Institute (PHAI) has announced it will host the country’s first international symposium dedicated to the public health impact of online gambling on April 24, 2026, at Northeastern University.

The event comes amid growing concern over the speed at which digital betting has expanded across the US, particularly in the years following the legalization of sports betting in multiple states.

From Market Growth to Public Health Debate

What began as a state-driven expansion of sports wagering has evolved into a broader ecosystem that now includes:

Mobile-first betting platforms
Micro-betting and in-play wagering
Algorithm-driven and AI-supported betting tools

Public health experts argue that these developments have outpaced regulation, raising concerns about addiction risks, accessibility, and consumer safeguards.

Survey data continues to reflect mixed public sentiment, with a significant portion of Americans expressing concerns over the integrity of sports and the social impact of betting.

Policy Momentum Building Across States

The symposium will also highlight a wave of legislative efforts aimed at tightening controls on the industry. Proposals such as the SAFE Bet Act, alongside state-level initiatives in Massachusetts, New York, New Jersey, and Ohio, indicate a shift toward stricter oversight, including potential limits on high-risk betting formats like micro-betting.

Bringing Together Key Stakeholders

The Boston event will gather a broad coalition of stakeholders, including:

US lawmakers and regulators
Public health professionals
Academic researchers specialising in gambling behaviour
Policy advocates and legal experts

Key discussion points will include the limitations of current responsible gaming models, the need for federal safety standards, and strategies to reduce gambling-related harm.

Legal Pressure Adds to Industry Tensions

The symposium follows recent legal action involving major operators and sports stakeholders, underlining the increasingly complex relationship between rapid market growth and regulatory accountability in the US gambling sector.

As the conversation evolves, the Boston gathering is expected to play a role in shaping how policymakers and stakeholders approach the next phase of online gambling regulation in America.

The post US Public Health Debate Intensifies as Boston Hosts Landmark Online Gambling Symposium appeared first on Americas iGaming & Sports Betting News.

AI in gaming

ZingBrain AI Boosts Hondubet Engagement

Published

14 hours ago

April 9, 2026

Wladimir P.

ZingBrain AI Drives Hondubet Growth with Real-Time Personalisation

ZingBrain AI is reshaping the iGaming landscape by delivering measurable performance gains for Hondubet through advanced real-time personalization technology.

By replacing its manually curated casino lobby with a fully automated, API-driven solution, Hondubet has unlocked a new level of player engagement and operational efficiency. The AI-powered system dynamically adapts content to individual player behaviors, ensuring that each user encounters games tailored to their unique preferences.

Significant Performance Gains Across Player Segments

Data from a controlled A/B test comparing the legacy manual lobby with the new personalized system highlights substantial improvements:

A 25% increase in Gross Gaming Revenue (GGR) and turnover among newly registered players
A 10% rise in total bets placed by returning users
A 25% boost in the number of unique games explored across the player base

These results underscore the effectiveness of AI-driven personalization in enhancing both user engagement and revenue generation.

From Manual Management to Intelligent Automation

Previously, Hondubet relied heavily on manual processes to manage its casino lobby, requiring constant updates and resource-intensive oversight. According to Julian Pareja Garcia of Hondubet, the shift to ZingBrain AI has been transformative.

The automated system continuously learns from player interactions, refining game recommendations and lobby sections without human intervention. This allows the operator’s team to focus on strategic initiatives rather than routine maintenance.

Smarter Player Experiences Through AI Innovation

Oleg Smolerov emphasized the collaborative approach between the two companies, highlighting a shared commitment to innovation and product excellence.

Rather than static content placement, the AI engine ensures that every element of the lobby evolves in response to real-time data. This creates a more intuitive and engaging user experience, where players are presented with content that feels both relevant and natural.

Aligning Commercial Goals with User Experience

Beyond engagement metrics, the integration also supports Hondubet’s commercial strategy. Through ZingBrain AI’s Game Promotion tool, priority titles can be strategically surfaced within personalized sections.

Crucially, the system evaluates performance continuously. Games that fail to resonate with players are automatically deprioritized and replaced with more relevant options. This ensures a balance between promotional objectives and player satisfaction, maximizing both retention and monetization.

A New Standard for iGaming Personalisation

The success of this integration signals a broader shift within the iGaming industry toward intelligent automation and data-driven experiences. By leveraging AI to personalize every touchpoint, operators like Hondubet are setting new benchmarks for engagement, efficiency, and revenue growth.

As competition intensifies, solutions like ZingBrain AI are poised to become essential tools for operators seeking to deliver meaningful, high-performing user experiences at scale.

The post ZingBrain AI Boosts Hondubet Engagement appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.