Kambi Extends BetCity Partnership Post-Entain Buyout

A game-changing partnership just reshaped the Dutch betting landscape. Kambi renews its sportsbook deal with BetCity, now backed by Entain’s global empire. Discover how this alliance leverages cutting-edge tech to dominate the Netherlands’ booming online market. Dive into the details of this strategic play and its ripple effects on global gambling.

Kambi & BetCity Double Down: Multi-Year Deal Secures Dutch Market Dominance Post-Entain Buyout

Key Points:

1. Kambi extends multi-year sportsbook partnership with BetCity, reinforcing its Dutch market stronghold post-Entain acquisition.
2. The deal integrates Kambi’s turnkey platform with Shape Games’ front-end tech for enhanced user experience.
3. BetCity’s 2022 Entain buyout amplifies its competitive edge in Europe’s fastest-growing regulated gambling market.

Kambi Group has solidified its foothold in the Netherlands’ thriving online betting sector by extending its partnership with BetCity. The multi-year renewal ensures BetCity, now owned by Entain, will continue using Kambi’s turnkey sportsbook solution. This strategic move follows Entain’s 2022 acquisition of BetCity, positioning the operator as a key player in Europe’s regulated gambling markets.

The collaboration, which began in 2021 during the Netherlands’ online betting legalization, has driven BetCity’s rapid growth. Kambi CEO Werner Becher emphasized the partnership’s success, stating, “BetCity’s ambition aligns perfectly with Kambi’s premium technology. Together, we’ve built a market-leading platform tailored for regulated environments.” BetCity CEO Vic Walia echoed this, crediting Kambi’s sportsbook and Shape Games’ front-end tech for their rise to prominence.

BetCity’s Post-Entain Trajectory

Entain’s acquisition of BetCity in 2022 injected global expertise into the Dutch operator. Since then, BetCity has leveraged Kambi’s agile sportsbook and Shape Games’ UX innovations to capture a loyal customer base. Geolocation tools and localized content further cemented its dominance in the Netherlands.

The extended partnership includes Shape Games’ front-end solutions, enhancing BetCity’s app functionality. Real-time data visualization and personalized betting options have boosted engagement, while Kambi’s risk management tools ensure compliance in the tightly regulated market.

Kambi’s Global Expansion Playbook

Kambi’s BetCity renewal follows a series of strategic wins. In January 2025, it partnered with crypto-focused operator Stake to launch its sportsbook in Brazil’s newly regulated market. This deal allows Stake to integrate Kambi’s platform globally, signaling Kambi’s adaptability to diverse markets.

Meanwhile, Kambi’s Odds Feed+ product gained traction in late 2024 through a deal with Brazilian fantasy sports giant Rei do Pitaco. The AI-driven odds solution enriched Rei do Pitaco’s platform, demonstrating Kambi’s versatility beyond traditional sportsbooks.

Dutch Market: A Blueprint for Regulation

The Netherlands’ regulated online gambling market, worth €1.1 billion in 2024, has become a model for balancing innovation and compliance. BetCity’s success underscores the value of localized strategies. For instance, its “Orange Nation” campaigns during football tournaments resonated deeply with Dutch bettors.

Kambi’s tech stack has been pivotal in navigating the Netherlands’ strict advertising and player protection laws. Automated compliance checks and responsible gambling tools align with regulators’ priorities, reducing operational risks for BetCity.

Challenges and Opportunities

Despite its success, BetCity faces rising competition from European rivals like Betsson and LeoVegas entering the Dutch market. However, Entain’s resources and Kambi’s tech upgrades provide a critical edge. Analysts predict BetCity could capture 25% of the Netherlands’ online betting revenue by 2026.

Kambi’s focus on turnkey solutions also positions it as a go-to partner for operators entering newly regulated markets. Its recent deals in Brazil and Europe highlight a scalable model adaptable to regional nuances.

Kambi’s renewed partnership with BetCity signals a bold bet on the Netherlands’ regulated gambling future. By combining Entain’s global reach with Kambi’s tech prowess, the alliance sets a new standard for market agility. As Kambi expands into Brazil and refines its Odds Feed+ offerings, its blueprint for success—localized innovation paired with regulatory compliance—is reshaping the global betting landscape.

For operators, the message is clear: In regulated markets, the right tech partner isn’t just an advantage—it’s a lifeline.