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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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Dota 2 esports
Esports Nations Cup 2026 Announces $45 Million Prize Fund for Players, Clubs, and National Teams
The Esports World Cup Foundation (EWCF) has officially announced the inaugural Esports Nations Cup (ENC) 2026, bringing a new national team-focused layer to the global esports calendar.
Set to debut in Riyadh, Saudi Arabia from November 2–29, 2026, the ENC will feature elite competition across 16 esports titles, emphasizing national pride, iconic rivalries, and global fan engagement.
The ENC 2026 introduces a $45 million funding commitment to empower players, coaches, clubs, and national teams through a structured and sustainable prize model. This investment supports the growth of esports globally and ensures fair, performance-based rewards for all participants.
Three-Part Prize Model: Players, Clubs, and National Teams
The ENC 2026 prize framework is designed to promote equality, transparency, and long-term growth across the esports ecosystem:
- $20 million directly awarded to players and coaches across 16 esports titles
- $5 million in club incentives for teams releasing players to participate, tied to player performance
- $20 million via the ENC Development Fund to support national team operations, logistics, travel, marketing, and program development
“National teams add a compelling layer to esports, rooted in identity and pride,” said Ralf Reichert, CEO of EWCF. “Our prize model rewards performance, supports clubs, and strengthens the long-term pathways for players and national programs.”
Player-Centric and Transparent Prize Structure
ENC 2026 guarantees all qualified participants at least three matches, with equal placement earning equal pay across all titles. Coaches are rewarded alongside players for the same placement. Key prizes include:
- First place: $50,000 per player
- Second place: $30,000 per player
- Third place: $15,000 per player
For team titles, payouts scale with roster size, ensuring consistent and fair distribution.
Global Growth and Rotating Host Cities
The ENC will rotate to major international cities after the Riyadh debut, establishing a biennial esports tournament that provides reliable structure for long-term planning by players, partners, and national federations.
Confirmed titles for ENC 2026 include Mobile Legends: Bang Bang, Trackmania, and Dota 2, with additional games to be announced soon.
A New Era for National Esports
By combining national representation with global esports professionalism, the ENC offers players a chance to compete for national pride while connecting fans to elite-level esports. Clubs benefit from performance-linked incentives, and national teams receive long-term support to expand development pathways and enhance competitiveness.
For updates and further information on the Esports Nations Cup 2026, visit esportsnationscup.com and follow ENC on X, Facebook, Instagram, TikTok, and YouTube, and the Esports World Cup Foundation on LinkedIn.
The post Esports Nations Cup 2026 Announces $45 Million Prize Fund for Players, Clubs, and National Teams appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
casino operator growth
Groove Shines at ICE Barcelona 2026 as the Go-To Growth Partner for iGaming Operators
Groove, the award-winning iGaming platform and aggregator, has emerged from ICE Barcelona 2026 as the definitive growth partner for ambitious operators in 2026.
The event marked a milestone for the brand, generating high-value partnerships and demonstrating strong market demand for an integrated, scalable, and commercially strategic platform.
Over the three-day summit, Groove positioned itself at the heart of strategic conversations with operators and providers seeking solutions for sustainable growth, market diversification, and deeper player engagement. With an unprecedented volume of meetings, a clear trend emerged: operators are moving beyond basic content access, seeking a collaborative, technology-driven partner to navigate global expansion.
“The energy and focus at ICE 2026 validated our core why: aggregation has evolved into a strategic growth discipline,” said Yahale Meltzer, Co-Founder and COO of Groove.
“Operators aren’t coming to us just for games—they are looking for a roadmap. They want a partner who can provide content, technology frameworks, and commercial tools, like Instant Tournaments, as a seamless growth engine. In a fragmented market, Groove’s integrated approach is not just an advantage—it’s a necessity for serious operators in 2026.”
Groove’s Strategic Edge: Global Content and Localized Growth
Groove’s unique ability to act as a single conduit for global content and localized strategy was a central theme at ICE. The platform’s agility enables operators to thrive in established regulated markets while tapping into high-potential verticals such as Sweepstakes and Crypto gaming. This differentiation empowers operators to diversify portfolios, increase revenue, and streamline operational efficiency.
“We engaged with operators who have concrete 2026 plans, from new entries in Latin America to strategic European expansions,” explained Giusy Campo, Business Development Director at Groove.
“My role is to translate platform capabilities into commercial velocity. At ICE, we moved decisively from concept to pipeline execution. The market recognizes Groove as a partner that delivers with precision.”
Partnerships and Collaboration: Driving Innovation
Groove strengthened its global network by connecting with game studios and exploring exclusive content and technical collaborations designed to deliver innovative gaming experiences faster.
“ICE is ultimately about partnership in its truest sense,” said Rachel Tourgeman, Head of Partnerships at Groove.
“The quality of dialogue with existing and potential partners was exceptional, covering hyper-localized game curation, tournament tools, and strategies for player retention. Groove’s model of acting as an extension of our partners’ teams—providing tools and strategic insight—is exactly what the market needs now.”
Looking Ahead: Defining Growth for 2026
Groove exits ICE Barcelona 2026 not merely as a platform provider, but as the go-to growth partner for the iGaming industry. With a fortified pipeline, strategic market mandate, and a focus on turning aggregation into accelerated growth, Groove is set to define the iGaming landscape in 2026, helping operators expand globally and engage players meaningfully.
For more information, visit groovetech.com.
The post Groove Shines at ICE Barcelona 2026 as the Go-To Growth Partner for iGaming Operators appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
betting app engagement
Inside NFL Stadiums: How Fans Are Driving Record Sports Betting Engagement During Live Games
During the latest NFL season, one of the most valuable arenas for sports betting engagement wasn’t online or at home—it was inside the stadium itself. Using insights from GeoComply Edge
Stadium Data, analysts examined how fans interacted with betting apps while attending live NFL games, revealing a powerful convergence of fandom, technology, and real-time wagering.
From the season opener at Lincoln Financial Field in Philadelphia to the final Wildcard Weekend matchup at Acrisure Stadium in Pittsburgh on January 12, GeoComply analyzed in-stadium activity across every NFL venue located in US states with legal sports betting. The findings provide a clear, data-driven picture of how live attendance influences digital betting behavior.
The result is a uniquely detailed view into in-stadium engagement, customer acquisition, and long-term bettor value, offering operators critical insight into where and when fans are most likely to engage.
GeoComply Edge Stadium Data: Visibility Others Don’t Have
GeoComply Edge is purpose-built to measure fan acquisition and betting engagement within precise stadium-level geofences. This advanced location intelligence allows sportsbooks and operators to identify which teams, games, and venues generate the strongest engagement, turning live events into actionable growth opportunities.
Rather than tracking generic app usage, GeoComply Edge delivers insights into:
- Which NFL games drive the highest in-stadium betting activity
- How frequently fans check betting apps during live action
- Where new sportsbook accounts are created inside stadiums
- How engagement varies by venue, team performance, and market maturity
This season-long data view highlights how in-person fandom directly translates into digital wagering behavior, offering a deeper understanding of the customer journey.
Growth Leaders: Stadiums Where Betting Engagement Is Accelerating
Five NFL stadiums stood out for year-over-year growth in geolocation checks and active betting accounts—two strong indicators of in-stadium betting engagement.
In many cases, increased engagement closely followed on-field success. Teams such as the Denver Broncos, Pittsburgh Steelers, New England Patriots, and Carolina Panthers returned to playoff contention after turnaround seasons, reigniting fan excitement and digital interaction.
The Las Vegas Raiders emerged as a notable outlier. Allegiant Stadium continues to function as a destination venue, attracting traveling fans from across the country and creating a uniquely strong in-stadium betting environment, independent of team performance.
Engagement Rate Leaders: Quality Over Volume
While total geolocation volume remains important, the most telling metric this season was engagement rate—the percentage of fans inside the stadium actively using betting apps during games.
Top-performing venues recorded 10% to 13% engagement, meaning nearly one in every eight fans accessed a sports betting app at least once while attending a live NFL game. This highlights the growing normalization of in-game wagering as part of the live sports experience.
New User Acquisition: Stadiums as Sportsbook Growth Engines
One of the most compelling insights from GeoComply Edge data is the consistent creation of brand-new betting customers inside NFL stadiums.
Leading venues generated new sportsbook sign-ups at rates between 0.2% and 0.7% of total attendance per game. For a typical 65,000-seat stadium, that translates to 130 to 450 new accounts per game.
GEHA Field, home of the Kansas City Chiefs, led all venues in new customer creation, benefiting from Missouri’s launch of mobile sports betting on December 1, 2025, during the Chiefs’ final three home games.
Reducing Friction with Compliant Onboarding
GeoComply supports operators at every stage of the customer journey. Through IDComply®, the company enables a fully compliant KYC process that delivers 95%+ onboarding success rates, while GeoComply Edge pinpoints where and when these high-value acquisition moments occur.
This dual approach allows sportsbooks to engage fans in a way that is timely, targeted, and non-intrusive, enhancing both compliance and customer experience.
Doing More With “Where” at Live Sporting Events
NFL stadiums have evolved into digital engagement hubs, where live entertainment, mobile technology, and sports betting intersect in real time.
GeoComply Edge Stadium Data brings clarity to this intersection by providing:
- Actionable insights into in-stadium betting behavior
- Clear visibility into acquisition and engagement trends
- A season-long perspective beyond single-game analysis
As the NFL continues to grow and fan experiences become increasingly digital, one conclusion is unmistakable: the future of sports betting is already unfolding inside the stadium.
The post Inside NFL Stadiums: How Fans Are Driving Record Sports Betting Engagement During Live Games appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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