There is yet another big name in the international gambling industry making its way to the US markets. The Kambi Group has started a strategic partnership with the retail online sportsbook Affinity Interactive. The partnership is one of mutual benefit as Affinity Interactive will now have access to Kambi’s exceptional range of betting products to power its own sportsbook platform within the US.
Kambi will provide Affinity Interactive with a wide variety of the best software and tools that include the best betting solutions, compliance, efficient odds tools and customer intelligence and risk management. These are vital elements to running a successful online sports betting platform in the US right now and with the partnership between these two entities, Affinity Interactive should get off to a positive start in the regulated US betting markets.
There is no official confirmation on where Affinity Interactive will be operating but the company has stated that they will be aiming for the regulated states in the US first. The approach will be multifaceted as they seek to get the platform off the ground in the US’s most betting oriented states first. The CEO of Kambi, Kristian Nylen stated that Kambi were thrilled to be able to provide their software to Affinity Interactive saying that the “agreement is an exciting opportunity to showcase the strength of our product”. It’s the combination of Kambi’s daily fantasy sports multimedia capabilities and advanced software tech with Affinity Interactive casino assets that make this partnership so symbiotic.
It may seem as though Kambi are bringing most of the positive facets to this partnership but it is Affinity Interactive’s foothold in the US markets that will make sure that Kambi get their fair share out of the deal. Affinity Interactive already has a strong presence in the US and it is continuing to grow. With new software stools and DFS capabilities the platform could potentially be a real hit in the regulated states in the US. It’s the diversity of the offering that will likely give Affinity Interactive the push in the right direction that it will need when it takes off in Iowa. The range of sports betting DFS and casino gaming will cast a wide enough net to attract players to their site. From there, it’s all about steady growth not just in Iowa but in the other regulated states when Affinity Interactive ultimately expands. The expansion into other regulated states in the US in 2022 was detailed in the press release.
While Affinity Interactive will be looking to enter as many regulated states as possible, it is going to be Iowa that has the privilege of using their sportsbook platform first. The agreement between Kambi and Affinity Interactive has planned for the platform to roll out in Iowa before moving on to other regulated states in 2022. While they are planning on rolling out into other states, how well the site does in Iowa is not likely going to be make or break. It really is all about getting into the biggest gambling states like New Jersey and Pennsylvania. From there, Kambi and Affinity interactive can properly gauge how well the site is doing and what some of the future revenue projections might be.
Whatever the future holds for Affinity Interactive, the US has got another fantastic sportsbook service coming in to add to the long list of quality platforms that are already available. Affinity Interactive will have some serious competition but if they can get off to a hot start in the Hawkeye State then maybe then can make their way to the top of the pile.
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