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Kambi Group plc acquires front end specialist Shape Games
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.
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Latest News
AI Cricket from Betbazar: The Operator’s Shortcut to Stable Cricket Revenue for getting ready to IPL
In this exclusive interview, Betbazar’s Head of Business Development, Bartlomiej Michalek, shares key insights into the company’s AI Cricket solution — explaining how it delivers stable, year-round revenue for Operators, strengthens engagement during high-demand periods like the upcoming IPL, and sets the foundation for a broader portfolio of upcoming AI-powered games.
- What truly sets AI Cricket eCSL apart as a real AI-powered cricket experience rather than traditional virtual sports content?
What truly sets AI Cricket eCSL apart is that it is not a traditional virtual product built on RNG or pre-scripted match scenarios. There are no fixed animation loops and no predetermined outcomes behind the scenes.
Every single ball is generated by an advanced AI model that incorporates real player attributes, performance logic and dynamic in-game factors. The system evaluates conditions in real time, meaning outcomes evolve naturally rather than following a predefined script.
As a result, gameplay feels organic and unpredictable — much closer to real sport than classic virtual simulations. For Operators, this creates a fundamentally different betting experience: one driven by intelligent modeling rather than randomization, delivering authenticity, credibility and deeper engagement.
- Why do you position AI Cricket as a strategic growth driver rather than just another content addition?
We position AI Cricket as a strategic growth driver because it goes far beyond simply adding another content vertical to a Sportsbook. It addresses one of the biggest structural challenges in cricket betting — seasonality.
Traditional cricket content is calendar-dependent. There are peaks during major tournaments and clear slow periods in between. AI Cricket eliminates that gap by delivering continuous, year-round cricket action. With more than 20,000 monthly events, Operators are not relying on external schedules — they control consistent engagement and turnover.
On top of that, the fully automated trading model and stable 8%+ margins transform it from entertainment content into a scalable business engine. There is no need for additional trading resources, and profitability remains predictable.
For our Partners at Betbazar, AI Cricket is not just “more content.” It is a controlled, automated and sustainable revenue stream designed to drive long-term growth rather than short-term spikes.
- What makes AI Cricket a complete plug-and-play solution from integration to 24/7 operations?
AI Cricket is a true plug-and-play solution because we deliver everything an Operator needs in one fully integrated package. It’s not just a video feed or just an odds feed — it’s the complete system: high-quality video stream, real-time data, fully managed odds feed, and an automated trading engine, all integrated via a standard sportsbook API.
The technical integration is straightforward and typically takes only 2–4 weeks. Once live, Operators benefit from 24/7 operations with 99.93% uptime, without the need to build or maintain an in-house trading team.
From a B2B perspective, it’s a ready-to-deploy, scalable product from Betbazar. Operators don’t need additional resources, complex infrastructure, or manual intervention. They simply integrate, activate, and start generating revenue.
- With the upcoming IPL season generating massive attention, how does AI Cricket help Operators turn this momentum into long-term growth?
IPL is a massive traffic and engagement driver — but it’s also very concentrated. There are peak hours, match windows, and then there are gaps: pre-match build-up, breaks between games, and days without fixtures.
This is exactly where AI Cricket becomes a strategic tool. Operators can use AI Cricket to bridge the waiting time between IPL matches, keeping cricket fans active on the platform instead of losing them to competitors. Short 3–6 minute AI matches are perfect for maintaining momentum — they extend the IPL experience rather than competing with it.
Before the big game starts, AI Cricket can “warm up” the audience. During downtime, it keeps betting cycles alive. After the match ends, it sustains engagement instead of allowing activity to drop. In other words, IPL creates the emotional peak — AI Cricket helps Operators monetize the anticipation, the breaks, and the aftermath.
- What would you say to Operators who are considering integrating AI Cricket into their Sportsbook?
I would say this: AI Cricket is not a test product or a seasonal experiment — it’s a structured, revenue-focused solution built for operators who want predictability and control.
Cricket demand doesn’t disappear outside major tournaments, but traditional supply does. AI Cricket allows Operators to stay present in that space consistently, without being dependent on external calendars or additional operational resources.
It combines automation, scalability, and steady margin performance in a way that reduces complexity rather than adding to it. There is no need to expand trading teams or build new workflows — the system is designed to run efficiently and independently.
- Are you planning to expand your portfolio with more AI-powered games besides Cricket?
Yes, expanding our portfolio with additional AI-powered games is a natural next step for us. AI Cricket has clearly demonstrated that true AI-driven sports simulation is not only technologically viable, but commercially powerful.
We’ve seen how this model delivers both strong business performance and sustained player engagement — combining realism, automation, and margin stability in a scalable framework. That validation gives us confidence to apply the same AI-driven approach to other sports and formats.
For Betbazar, this is not just about launching one successful product. It’s about building a broader AI Games portfolio that helps Operators access continuous, intelligent, and automated sports content designed for long-term growth.
About Betbazar
Betbazar is a product-first iGaming technology company that empowers Operators with profitable solutions. From low-latency Live Data Feed and AI-driven products to a Turnkey Platform and Sportsbook Solutions, the company delivers performance, reliability and growth Operators need to stay ahead. Betbazar is a long-term technology partner, helping Operators integrate faster, operate smarter and scale stronger.
Website: https://betbazar.com
LinkedIn: https://www.linkedin.com/company/betbazar
Evoplay
Evoplay guides players through frozen wilds in Mystic Alaska
Evoplay guides players through frozen wilds in Mystic Alaska , Evoplay explores a wintry frontier with Mystic Alaska, created by Evoplay Studios, a production label within the company’s ecosystem.
Mystic Alaska combines atmospheric design, shamanic-inspired elements and feature-driven mechanics, offering potential payouts of up to 1,000x the bet when key features align.
Players encounter enchanted Coins, Magic Pots and Totem Portals throughout gameplay, unlocking instant rewards, fixed jackpots and wild multipliers. Wild symbols appear on reels two to four, substituting for all regular icons except Coins and Bonus symbols, helping complete winning combinations in both the base game and Free Spins.
Coin symbols carry random values ranging from 0.5x to 15x the bet and can trigger Mini, Mega or Super jackpots, reaching up to 1,000x the stake. The Magic Feature activates when a Totem Portal lands on reel one or five alongside at least one Coin, awarding all visible prizes and jackpots. When Totem Portals appear on both triggering reels simultaneously, all values are doubled.
Landing three or more Bonus symbols unlocks the Bonus Feature, where players can choose between Magic Spins and Free Spins. Magic Spins guarantee at least one Totem Portal per round, with multipliers and additional spins enhancing potential rewards. Free Spins introduce Wild multipliers of 2x, 3x or 5x, which combine when multiple Wilds contribute to a win, creating amplified payout potential.
For players seeking immediate feature access, a Bonus Buy option is available in selected markets, allowing direct entry into Magic Spins or Free Spins.
Ivan Kravchuk, CEO at Evoplay, said: “Mystic Alaska captures the beauty and power of the Alaskan wilderness, transporting players into a world where spirits guide every turn. The combination of Magic Spins, Free Spins and powerful jackpots ensures each spin tells a story.
“The aim was to create a slot that balances narrative and feature clarity, giving players a sense of adventure while offering multiple pathways to potential wins.”
The post Evoplay guides players through frozen wilds in Mystic Alaska appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Gameburger Studios
Games Global and Gameburger Studios turn up the tempo with 12 Pots of Gold: Drum Frenzy™
Games Global and Gameburger Studios turn up the tempo with 12 Pots of Gold: Drum Frenzy
, Games Global, together with exclusive studio partner Gameburger Studios, has unveiled 12 Pots of Gold: Drum Frenzy
, a lively new franchise entry combining classic Irish-inspired design with feature-led gameplay for a fast-moving player experience.
Set in a vibrant emerald-themed world guided by fan favourite Flynn, the 5×3, 20-payline release builds on the established Epic Strike
mechanic while introducing the new Drum Frenzy
system, offering win potential of up to 5,165x.
At the heart of the game is the Epic Strike
Tower, triggered by landing three or more Epic Strike
symbols. Cash values can appear on these symbols and feed directly into the Tower, creating expanding prize potential and sustained engagement throughout gameplay.
Further depth comes from the Tower Bonus, activated through collected wilds and guaranteeing a reward that ranges from instant cash prizes to one of several Drum features, each providing a different route into enhanced gameplay.
12 Pots of Gold: Drum Frenzy
features three Drum bonuses — Cash Drum, Jumbo Drum, and the headline Drum Frenzy
— each offering its own spin structure and mechanics, from jumbo symbols and cash values to the full Drum Frenzy
sequence where multiple gameplay elements combine for maximum impact.
Bonus Spins introduce additional progression through eight Epic Strike
levels, while the optional Win Booster
increases the probability of triggering features, adding further momentum to the experience.
Sam Moran, Associate Business Development Manager at Gameburger Studios, said: “We approached this title with the aim of keeping things straightforward but entertaining, building around features that are easy to recognise while still giving each spin a bit of unpredictability.
“Bringing the different drum bonuses together with Epic Strike
gave us a solid structure to work from and helped shape a game that feels lively without being overly complex.”
David Reynolds, Director of Games Strategy and Partner Management at Games Global, added: “When established mechanics are executed with clarity, they consistently deliver – and 12 Pots of Gold: Drum Frenzy
is a strong example of that. It is accessible and feature-driven, giving operators a dependable release with wide player traction.
“It also reflects our broader focus on building high-profile, long-term brands within our portfolio – ensuring we continue to invest in recognisable franchises that deliver sustained value for our partners.”
The post Games Global and Gameburger Studios turn up the tempo with 12 Pots of Gold: Drum Frenzy™ appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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