Hard Rock Announces Deal With Kambi to Expand Bet Catalog

Hard Rock’s online sportsbook just landed a significant win.

Sports betting tech company Kambi has agreed to supply odds with Hard Rock Bet. The operators will use Kambi’s massive library of odds, allowing them to expand the bet catalog currently offered. This is the first time a sports betting operator has had to rely on a tech company for odds.

“The addition of Kambi’s odds feed will provide us with a greater range of betting options and more flexibility while still allowing our team to maintain control of our core product,” Hard Rock Digital President Matt Primeaux said. “We’re excited to partner with Kambi and create more unique experiences for players on our top-rated platform.”

The agreement means that Hard Rock will be able to offer far more sports and leagues to wager on. While the sportsbook has a solid catalog of US sports, the deal with Kambi will let them add more international and niche sports, allowing them to compete with the likes of FanDuel and DraftKings.

The partnership has no firm launch date, but it is expected to go live in 2025.

Market Expansion Comes at Critical Time

The deal comes as Hard Rock has been looking to grow Florida’s sports betting market. The Seminole-owned platform is the sole operator in the massive market, but feel it has far more potential. An expanded bet catalog could help achieve that, especially considering the state’s diverse population.

Before this deal was announced, reports surfaced that Hard Rock had entered into talks with DraftKings and FanDuel over the Florida market. The operator is considering allowing the two industry leaders into the market for a percentage of all profits. Nothing has been agreed to as of yet, but both FanDuel and DraftKings are eager to enter the Sunshine State.

Hard Rock’s partnership with Kambi could give it an option to expand the market without allowing its rivals in.