Allwyn In-Houses Sportsbook Tech with Kambi Agreement

Allwyn has reached an agreement with Kambi for a source code license, enabling the operator to bring its sportsbook technology in-house. This move is anticipated to provide Allwyn with increased flexibility in its product development.

What Happened

Allwyn, a Greek-listed operator, has secured a source code agreement with Kambi. This agreement facilitates Allwyn’s strategy to integrate sportsbook technology in-house, as reported by EGR. Concurrently, Allwyn announced the acquisition of the remaining shares in International Game Technology (IWG).

The decision to bring sportsbook operations in-house follows an earlier collapse of a deal with Novibet, prompting Allwyn to explore alternative sportsbook technology options, according to Casinofeber Media and Sectorwire.news. UKiGaming.com notes a broader trend among UK bookmakers to internalize betting technology, citing potential benefits for product innovation and control.

Key Details

• Allwyn secured a source code agreement with Kambi to integrate sportsbook technology in-house, as reported by EGR.
• This initiative aims to provide Allwyn with enhanced flexibility for product innovation and roadmap shaping, according to EGR.
• Allwyn simultaneously acquired the remaining shares in IWG, as stated by EGR.

Why It Matters

Allwyn’s decision to internalize its sportsbook technology through a Kambi source code agreement signifies a strategic shift towards greater operational control and product differentiation. This approach, championed by Allwyn bosses for its potential to offer “enhanced flexibility to innovate and shape its product roadmap” (EGR), aligns with a reported trend among UK bookmakers to bring betting technology in-house, as detailed by UKiGaming.com. The move follows Allwyn’s previous exploration of sportsbook technology options after its deal with Novibet collapsed, suggesting a focus on long-term technological independence and development capabilities (Casinofeber Media, Sectorwire.news).