Kambi praises Google partnership as a clear testament to its esports expertise

(AsiaGameHub) –   Kambi is expanding beyond the sports betting sector through a collaboration with Google, seeking to improve the tech giant’s esports offerings.

Under this agreement, Kambi will supply Google with various esports data sets, such as schedules, match results, statistics, team and player details, and scores.

The covered titles feature major games like League of Legends, Counter-Strike, Dota 2 and Valorant. These data packages come from Abios, Kambi’s dedicated esports arm.

Werner Becher, Chief Executive Officer of Kambi Group, stated: “Teaming up with Google marks a major milestone for Kambi and Abios, serving as a strong validation of the sophisticated data infrastructure and expertise we’ve built over the years.

“Leveraging Google’s worldwide reach, this partnership will enhance how global audiences access and experience esports data.”

Notably, the agreement does not mention gambling. This seems to be Kambi’s first venture outside its traditional betting and gaming market, where it has operated since starting in 2010.

Established in Sweden with its main office in Malta, Kambi originally had Swedish B2C betting firm Kindred as a majority stakeholder until a sale in 2014. 

Over the next nine years, Kambi gained greater independence from Kindred, finishing with the full repayment of a multi-million euro loan in 2023. Nevertheless, Kindred and its Unibet and 32red brands—currently under French group FDJ United—continue to be a major client for Kambi.

The Google partnership comes after a busy period for Kambi in the sportsbook sector, during which it signed agreements to provide its technology and data to entities such as France’s PMU, Swedish peer Comeon Group, and Finnish startup SuomiVeto.

For its part, the IT and search behemoth Google notes that it intends to deliver more comprehensive esports features to fans via Google Search and the Google App.

 Marvin Brischke, EMEA Sports Partnerships Lead at Google, commented: “Esports is seeing rising global popularity, and we are happy to collaborate with Kambi and Abios to expand the range of esports information we offer our users.”

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