On Wednesday, the sports betting platform Kambi signed a contract with a new US operator. The Malta-based company signed an agreement to offer services for sportsbooks to Affinity Interactive, which will operate under DRF Sports.
The conditions of the agreement weren’t announced; the joint statement stated that the two parties agreed to a long-term collaboration. The deal requires Kambi to serve as an online platform to Affinity Interactive’s brick and mortar and online betting operations on sports.
The services that Kambi will provide are odds management and customers’ intelligence, risk control, and compliance.
Affinity Interactive’s subsidiary companies include Daily Racing Form, an all-channel publication for horse racing that provides its readers with comprehensive information to assist in making bets, as well as Affinity Gaming. The latter runs eight casinos across Iowa, Missouri, and Nevada. Affinity Interactive also manages DRF Bets, an online horse racing wagering site in advance deposit.
In September, Daily Racing Form and DRF Bets announced the launch of DRF Sports. Although it initially began as an information source for those who bet on sports, the goal has been to eventually transform into an operator of sports betting. The partnership with Kambi could be the catalyst in approvals from the regulator.
Affinity Interactive CEO James Zenni said the Kambi announcement is coming at a fascinating moment.
The first phase of the launch will be available in Iowa. The statement stated that additional states would be announced in 2022.
Affinity Brand Positioning DRF
In the spring of this time, last year, Affinity Gaming merged with Sports Interactive Group, the owner of Daily Racing Form.
Daily Racing Form, to form Affinity Interactive.
Affinity Gaming operates the Lakeside Hotel Casino in Iowa. In Nevada, it manages its own Silver Sevens, an off-strip casino located in Las Vegas, three casinos Buffalo Bill’s, Primm Valley, and Whiskey Pete’s – in Primm close to the California border as well as Rail City in Sparks.
Lakeside, Primm Valley, and Rail City currently host William Hill sportsbooks. The William Hill US operations were purchased from Caesars Entertainment, which has since changed the name of many of its William Hill US sportsbooks under its brand name.
Affinity Gaming also operates the St. Joe Frontier and Mark Twain casinos in Missouri and has yet to adopt legislation on sports betting.
Nylen Says Kambi. Affinity Make A Good Affinity and Nylen Say Kambi Make Good
Kambi is one of the most prominent players in the US market for sports betting. Kambi is a technology supplier to operators like Barstool Sportsbook, BetRivers, Unibet, and TwinSpires. It also has agreements with tribal operators like Seneca Resorts and Casinos in New York and Four Winds Casinos in Indiana and Michigan.
Kambi President Kristian Nylen stated that the collaboration in partnership with Affinity for both online and retail sectors provides “an amazing opportunity to show the power of our product and draw on our knowledge” in the business.
“The mixture of Kambi’s innovative technologies, DRF Sports’ multimedia capabilities in information as well as Affinity Interactive’s assets in regional casinos make for appealing sports betting opportunity,” Nylen said.