Kambi enters Bulgaria with National Lottery AD launch

Sports Betting

Sportsbook supplier extends regulated market reach as operator completes integration of Kambi platform.

Leading Sportsbook supplier Kambi has gone live in Bulgaria’s regulated market for the first time after local operator National Lottery AD completed the integration of the Kambi Sportsbook.

National Lottery AD selected Kambi in July, when the privately-owned operator decided to upgrade its Sportsbook from its previous supplier to enhance its ability to become the domestic market leader in sports betting.

The Sportsbook has been launched as part of National Lottery AD’s online 7777 brand, with sports betting complementing 7777’s market-leading gaming and lottery products.

The play.7777.bg site will now benefit from Kambi’s full product suite, including Bonus Toolbox, fully adaptable frontend, Price Differentiation tool and real-time player data feeds.

“National Lottery AD is a major player in the local Bulgarian market so we are very pleased to have launched our Sportsbook alongside its popular 7777 brand,” Max Meltzer, Kambi Chief Commercial Officer, said.

“There is always an element of risk associated with the migration of players, so the fact National Lottery AD decided to switch to Kambi at this time illustrates the faith the operator has in our Sportsbook product.

“The early signs since launch are promising and I’m confident Kambi will springboard National Lottery AD and 7777 to success, just as we have our other customers,” he added.

A spokesperson for National Lottery AD believed a combination of 7777 and Kambi had the potential to build a leading position in the local sports betting market.

“We have the firm intention to become the number one destination for sports bettors in Bulgaria,” the spokesperson said. “And it was clear to us that Kambi was the best Sportsbook to support us in achieving this goal,” he added.

National Lottery AD, which has a customer database in excess of two million, is fully licensed and regulated by Bulgaria’s State Commission on Gambling.

News of the launch comes after Kambi was earlier this week named Online Sports Betting Supplier of the year at the Global Gaming Awards.