Bettors are demanding more engaging markets than ever before. From unique player props to combinable in-play bets, a premium odds feed is now essential for operators looking to stand out in a crowded field. Kambi‘s VP of Sales David Bretnitz analyzes the landscape and what the company has come up with as a solution to some of the industry’s demands.
In today’s sports betting landscape, bettors are seeking more choice than ever before. After years of rapid expansion, operators are now focused on differentiation by finding new and innovative ways to stand out in a competitive field and build long-term growth and loyalty. At the same time, a new generation of digital-native bettors is reshaping expectations, demanding more personalized, entertaining and player-focused markets. To stand out, operators need more than sharp pricing on core sports and lines alone, they need quality across the entire sportsbook offering.
David Bretnitz, VP of Sales, Kambi.
Early adopters of regulated sports betting were often experienced players familiar with daily fantasy sports or traditional wagering. But growth today is increasingly being driven by casual, entertainment-led bettors. These audiences want intuitive products that help them to create their own narratives, such as a quality Bet Builder which allows fans to combine markets and tell a story of how the game or match may play out.
This evolution has fueled demand for, quote-unquote, harder-to-price markets, particularly unique player props and micro-events across the sportsbook offering. Meeting this demand requires not just sharp odds, but odds that deliver quality, depth and consistency across every corner of the sportsbook, not just core sports. These not only appeal to digital native fans who follow their favorite players as closely as teams, but also keep bettors engaged throughout the season. Operators that can consistently deliver their markets in a fast and reliable way will be best positioned to capture this new generation of players.
Why premium odds matter more than ever
In today’s saturated market, premium odds are not only about pricing but about trust. Sharper players may shop around for value, but casual bettors stick with operators who consistently deliver reliable and engaging markets. At the same time, building the infrastructure to trade every market in-house is a costly and resource intensive undertaking. Operators need flexibility to innovate without overextending, and that’s where modular solutions can help them elevate their existing sportsbook.
To meet these demands, Kambi developed Odds Feed+, a solution that delivers high quality odds that can be integrated through a single API integration. Odds Feed+ allows operators to take what they need when they need it, from full coverage to specific sports, player props or combinable markets across the board for in-play or pre-match.
Behind the feed is Kambi’s global network, processing billions of bets and $19 billion in annual handle. This scale creates sharper odds, deeper liquidity and stronger risk management than most operators could build on their own. The result is consistent margins and reliable pricing across the board.
Today, Kambi is using AI to enhance its soccer offering, which generates more than a third of operator GGR, helping to deliver markets more efficiently and at greater scale. This proven approach will be extended to other sports in the future. For smaller and regional operators in particular, it means gaining world-class resources without taking on the risk or overhead of developing them internally.
Innovation shaped by bettors, delivered for operators
The evolution of the U.S. bettor continues to guide Kambi’s innovation and product development priorities. Features like an award-winning Bet Builder, a front-end designed to be fully customizable for operators and intuitive for players and Odds Feed+ exist because operators need ways to meet rising expectations. As the industry continues to mature, one thing is clear: premium odds are the foundation of premium experiences.
For operators, that means combining sharp, reliable pricing with flexible delivery models. For bettors, it means engaging with the sports and players they care about most through products that feel natural and entertaining.
Kambi’s approach not only powers the technology but also helps operators understand and serve today’s fast-changing audience. As the market continues to evolve, premium odds feeds will be the key battleground, powering the depth, flexibility and entertainment-driven markets operators need to earn bettor trust, loyalty, and long-term success.
