The Kambi Group has announced a major expansion of its Kambi Odds Feed+ agreement with FDJ United. Their main focus is to start deepening a long-term sportsbook partnership that has grown rapidly since early 2025. The new arrangement gives FDJ United sweeping access to Kambi’s full pre-match and live odds markets. This is an upgrade that strengthens the company’s position as it advances toward a more unified and independently operated sportsbook offering.
The announcement builds on an earlier agreement signed in February 2025, when FDJ United partnered with Kambi specifically for esports odds through Odds Feed+. With esports performance exceeding expectations, both companies have moved quickly to expand the scope of their partnership.
A Stronger, Multi-Year Sportsbook Partnership
Under the upgraded multi-year deal, FDJ United will integrate the full Odds Feed+ product suite across its sportsbook verticals. This includes:
- Pre-match sports odds
- Live betting odds
- Market-level trading data
- Enhanced pricing tools based on Kambi’s liquidity pool
The move follows FDJ’s acquisition of Kindred Group, which added significant scale to the operator’s digital footprint. As FDJ United moves towards a fully proprietary sportsbook environment, its leadership has emphasised the need for flexible odds infrastructure that can blend with its in-house technology stack. Odds Feed+ is positioned as a key building block in that transition.
The blend of internal systems and an external sports betting technology provider is becoming increasingly common across Europe. Operators want greater control of their front-end experience while still relying on deep, specialist data partners to maintain accurate and competitive odds.
What the Expanded Agreement Includes
Industry analysts note that the new agreement is far broader than the esports-focused deal earlier this year. This version includes:
- Coverage of major global sports
- Real-time pricing based on Kambi’s €17bn annual liquidity
- Unlimited access to trading insights
- A flexible, API-based delivery system for FDJ United’s proprietary stack
- Enhanced support for unique localized markets in France, and Europe
Kambi’s liquidity pool is especially important. With more than €17bn annually across partner operators, the firm can calculate more accurate, stable, and competitively priced odds. The feed also helps operators react faster to market movements, reducing volatility and limiting exposure during high-activity periods.
The expanded integration is expected to support the development of FDJ United’s new in-house platform, which will gradually phase out older systems inherited from Kindred Group.
Executive Comments Highlight Flexibility and Innovation
Kambi CEO Werner Becher welcomed the expansion, saying the move “highlights the trust FDJ United has placed in Kambi’s trading and data expertise.” He stated that the importance of scalable solutions is that they can blend with a partner’s own technology rather than replace it.
FDJ United Group CEO Nils Andén echoed that perspective, noting that Odds Feed+ gives them “full flexibility to build a differentiated sportsbook while benefiting from the market-leading accuracy of Kambi’s odds.” Andén has previously stated that the company’s strategy combines selective outsourcing with a steady increase in internal control, a model that matches many European operators’ long-term plans.
The comments underline how sportsbook providers are shifting away from rigid, all-in-one solutions and moving toward hybrid models that combine internal development with specialist partnerships.
Market Reaction and Stock Performance
Following the announcement, Kambi (STO: KAMBI) saw an increase in trading volume and a rise in share price. This reflects investor confidence in the company’s position as a key European odds’ supplier. Analysts noted that multi-year deals with large operators like FDJ often signal strong revenue stability.
FDJ United (EPA: FDJU) also showed some upward movement, driven by expectations that enhanced betting data and more competitive pricing will support higher sportsbook engagement in the years ahead.
Market commentators added that this partnership strengthens FDJ United’s ability to compete with major European brands that have already begun integrating hybrid odds systems.
Industry Significance: A Step Toward Operator Independence
The expansion carries broader implications for iGaming and European sports betting. Many operators want greater ownership of their platforms but continue to rely on specialist partners for critical functions such as data feeds and risk management. Kambi Odds Feed+ is designed to operate as a modular service, offering the following:
- Seamless integration
- Flexible pricing
- Broad sports coverage
- Detailed trading support
This makes it particularly appealing for sportsbook operators building or rebuilding after mergers and acquisitions, as FDJ United is currently doing following its integration of Kindred Group assets.
The upgraded deal shows how hybrid partnerships are becoming a central part of the modern sportsbook model. For users comparing major operators or exploring different betting options, guides on Online sportsbooks highlight how these partnerships shape the quality of odds and market depth.
Future Outlook for Odds Feed+ Adoption
Industry observers expect more operators to adopt Odds Feed+ over the next two years. Kambi has positioned it as a solution for mid-sized and large operators seeking:
- Stronger risk management
- Advanced live odds
- Scalable data delivery
- Support for unique national markets
If this trend continues, Odds Feed+ could become one of the most influential odds products in Europe, particularly as operators strive for higher-margin in-house solutions. For Kambi, the FDJ United expansion reinforces its role as a leading provider of sports betting technology across regulated markets. For FDJ United, the improved feed supports its long-term plan to modernize its sportsbook infrastructure while maintaining the stability and precision required for a high-volume betting environment.
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