Glitnor Group has announced widespread changes to the sports betting offering across its network of iGaming brands after striking up a new partnership with Kambi Group.
Under the deal, Glitnor will replace its current B2B sports betting provider with Kambi’s end-to-end sportsbook technology and services. This will include a new betting engine, Kambi’s Bet Builder product and AI-powered trading capabilities.
Glitnor will apply the changes to its full portfolio of online brands, active across jurisdictions in Europe and the Americas. Among these iGaming brands are Lucky Casino, Happy Casino, Flax Casino and One Casino.
The group counts Sweden, the Netherlands and Ontario in Canada among the markets in which it has a presence. Customers in all these regions will have access to the new-look sportsbook.
Glitnor pledges to ‘elevate’ sports betting
Richard Brown, CEO of Glitnor Group, said the new deal represents a long-term partnership. He added that it will help the group grow its presence in core markets.
“Partnering with Kambi was a clear choice for us as we looked to elevate our sportsbook offering,” Brown said. “Kambi’s market-leading technology, proven track record and unrivalled expertise give us the foundation to deliver a premium, seamless sports betting experience to our players
Kambi CEO Werner Becher added: “We are incredibly pleased to welcome Glitnor Group to the Kambi network following their decision to switch to our award-winning sportsbook.
“This multi-jurisdictional agreement is a testament to the strength of our premium Turnkey Sportsbook, proven to deliver cutting-edge technology that drives growth, ensures regulatory peace of mind and creates a world-class betting experience for players.”
New financing for Glitnor
The revamp comes after Glitnor in September announced details of a new finance facility to help fund future M&A plans.
Provided by hedge fund HG Vora Capital Management, Glitnor secured €55 million under the arrangement. The group will also use the financing to support its wider growth strategy, including investment in product development and wider operational expansion efforts.
Glitnor has completed several M&A deals in recent times. These include the acquisition of OneCasino, an iGaming operator with a presence in various markets across Europe. Last year, the group also agreed to purchase a 37.5% stake in New Jersey igaming operator PlayStar.
Glitnor will roll out Kambi sports betting technology across all its brands.