In November 2025, Kambi announced a significant partnership with FDJ United, marking a pivotal moment for its Odds Feed+ product. This collaboration highlights the increasing demand among top-tier operators for advanced odds solutions that can transform their sportsbook offerings. FDJ United now has access to Kambi’s comprehensive library of traded odds, allowing them to tailor their betting options across various sports and leagues seamlessly.
This move follows earlier collaborations with prominent operators such as Coolbet, which integrated odds for esoccer and ebasketball through the Odds Feed+ API, and Superbet, helping to expand the product’s reach globally. Operators like Hard Rock Digital, LeoVegas, and Rei do Pitaco are already leveraging the capabilities of Odds Feed+ since its launch in 2024. Kambi anticipates continuing this growth trajectory into 2026 and beyond, further solidifying its position in the market.
What makes Odds Feed+ stand out in the market? A key differentiator is its pricing strategy, which benefits from Kambi’s $17 billion in global liquidity. Unlike traditional odds that rely on mid-points or market averages, Odds Feed+ offers actively traded odds, refined through the vast data network that Kambi harnesses. This approach not only enhances margins for operators but also ensures a high level of accuracy and reliability that is unmatched in the industry.
The product also includes a wide array of live and pre-match player props, along with extensive combinability through Kambi’s innovative bet builder functionality. These tools empower operators to enhance their offerings across any jurisdiction they target. Flexibility is another major advantage. While many technology providers in the betting industry tout flexibility, Odds Feed+ truly delivers it. By utilizing a single API, operators can avoid the complex integrations typically required for different sports, allowing them to adjust their offerings swiftly to align with strategic goals.
Simon Noy, Kambi’s Senior Vice President of Trading, emphasized the importance of the new partnership with FDJ United, describing it as a significant advancement for Odds Feed+. This development underscores the product’s capacity to provide operators with a robust, all-encompassing solution that outperforms traditional odds feeds.
The timing for the rollout of this premium odds feed solution is particularly advantageous. In the current landscape, odds are crucial to the functionality of any sportsbook, with all operators relying to some extent on third-party odds feeds. However, traditional models have been largely about coverage, filling in the gaps where operators lack in-house trading capabilities. These models are now facing mounting pressures, from the challenges of risk and liability management to the complexity of offering expansive props and multi-sport bet builders, which are increasingly in demand.
The industry requires a shift in how odds feeds are perceived—from a basic commodity to a catalyst for growth. Odds Feed+ meets this need by offering operators a consistent depth of offering that aligns singles and bet builders, with quality and resilience at scale. Additionally, its data-agnostic feed ensures continuity even if official data sources become unavailable, providing a reliable and secure solution.
Exploring the capabilities of the Kambi network further reveals its strength. Partnering with over 50 operators across multiple jurisdictions worldwide, Kambi ensures depth and accuracy in its pricing for a wide range of sports. This global presence enables partners, who may excel in sports like basketball or American football, to confidently adopt Kambi’s pricing for sports such as tennis or golf. Odds Feed+ enhances their offerings while allowing them to concentrate on their key areas of expertise.
The $17 billion in global liquidity managed by Kambi offers unparalleled insights into user behavior, enabling the creation of engaging markets that captivate customers. This liquidity also enhances Kambi’s ability to safeguard partners’ profitability through exceptional risk and liability management.
While Odds Feed+ demonstrates its potential to revolutionize the sports betting industry, there are differing views on its broader impact. Some industry analysts suggest that although the product is technologically advanced, it may face challenges in regions where regulatory complexities add hurdles to seamless integration. Additionally, smaller operators might find the costs associated with adopting such a premium service prohibitive, potentially limiting its accessibility.
Despite these considerations, the current market environment underscores the necessity for such innovation. As sports betting becomes increasingly competitive, operators must continually seek ways to differentiate themselves. Odds Feed+ provides a compelling proposition for those looking to enhance their offerings and ensure their sportsbooks remain at the forefront of the industry.
In conclusion, Kambi’s strategic initiatives with Odds Feed+ are not just about providing a product but about setting a new standard in the sports betting landscape. This approach not only caters to the evolving needs of operators but also positions Kambi as a leader in delivering cutting-edge betting solutions. As the industry continues to grow and evolve, Odds Feed+ is poised to play a crucial role in shaping its future, offering operators the tools they need to thrive in any market condition.
David Garato is a luminary in gaming journalism, renowned for peeling back the curtain on the gaming world with his witty and insightful commentary. A decade into weaving stories from the pixelated edges of indie games to the expansive universes of AAA titles, David’s work is a thrilling blend of analysis and adventure. When not writing, he’s live-streaming, sharing his gaming exploits with an engaged and growing audience. David doesn’t just write about games; he lives them, making him a trusted guide in the gaming community.
