Kambi strengthens position in Italy with StarVegas launch

Sports Betting

Kambi strengthens its position as a leading end-to-end sportsbook supplier in Italy after going live with the Greentube-owned brand.

Kambi has extended its footprint in the regulated Italian market after Novomatic subsidiary Greentube launched the supplier’s award-winning Sportsbook within its Italy-facing StarVegas online casino brand.

StarVegas, which is among Italy’s top 10 casino brands in terms of market share, completed the integration of Kambi’s Premium Sportsbook earlier this week, as the operator looks to secure a slice of the c.€500m sports betting market.  

As a result, Kambi’s Sportsbook is now available with four of Italy’s most prominent online gaming operators, with 888, Kindred Group’s flagship Unibet sportsbook, and LeoVegas’ Winga brand also on the supplier’s roster.

StarVegas will promote its new sportsbook product with an above the line campaign through TV and printed media, while it also intends to increase its presence on digital marketing channels.

The launch is the second of its kind between Greentube and Kambi, following a partnership signed by the pair in February. In July, Greentube’s Admiral brand launched the Kambi Sportsbook in Romania.

“I am delighted to see the Kambi Sportsbook go live with Greentube’s prominent StarVegas brand in Italy, strengthening our position as a leading end-to-end sportsbook supplier in the market,” Kristian Nylen, Kambi chief executive, said.

“This strategic partnership has great potential to turn Greentube into an important pan-European sportsbook player alongside its already successful casino brands, highlighting the scalability of the Kambi Sportsbook,” he added. 

The news follows a successful few months for Kambi, which saw the supplier selected to provide Bulgaria’s National Lottery with its premium Sportsbook, win the prestigious EGR B2B Sports Betting Supplier of the Year award, and sign a long-term extension to its agreement with 888sport.

Kambi also provided the platform for Mr Green to launch its ‘Sportsbook 2.0’, with the operator focusing on Kambi’s Instant Betting product to provide customers with a more casino-style betting experience.