Sports betting provider Kambi Group plc has expanded its global reach having signed a long-term partnership agreement with leading Australian operator Racing and Wagering Western Australia (RWWA).

Courtesy of the new collaboration, RWWA will utilize the B2B provider’s advanced technology to further develop its existing sportsbook offering across its more than 320 TAB retail outlets throughout Western Australia as well as its established TABtouch online brand.

“This is an important strategic partnership for Kambi.”

A mutually beneficial agreement, the Australian gambling organization’s existing wagering product will be complemented by Kambi’s sportsbook, while also leveraging its “deep sports betting offer, powerful bonusing toolbox and extensive differentiation capabilities across front-end and odds” to provide a best-in-class experience to players, according to the news release.

Forward looking:

Chief Executive Officer for RWWA, Ian Edwards, said this about the new partnership…

“We are delighted to have partnered with Kambi to build on our reach across our online and retail sectors.

“Kambi’s track record as a springboard for growth is evident, and their flexibility and power under the hood marked them out as an ideal partner.

“As the organisation which funds the State’s racing industry, RWWA is focused on maximising its profits through the Western Australian TAB in the long-term interests of the industry, and we believe this partnership will help drive greater results.”

Serving as the controlling authority for thoroughbred, harness and greyhound racing in Western Australia, the state-run RWWA was established on August 1, 2003, upon enactment of the Racing And Wagering Western Australia Act 2003. It is self-funded and responsible for operations of the Totalisator Agency Board (TAB).

As stated, over 320 retail agencies comprise its sales channels, which also includes TABtouch, which consists of online, mobile, and call center operations. RWWA is also responsible for the distribution of profits gained via its wagering business in order to provide a “positive sustainable future” for the Western Australian racing industry.

Strategic partnership:

Also commenting on the collaboration, Chief Executive Officer for Kambi, Kristian Nylén, used the company release to add…

“This is an important strategic partnership for Kambi. RWWA has achieved excellent recent growth, and we are very pleased that they view Kambi’s high-performance sports betting technology as central in pushing that to the next level.

“The agreement underlines Kambi’s ability to configure our technology to meet the needs of any operator and regulated market, and we are excited to play a crucial role in driving RWWA’s online and retail success.”

Dutch market:

In advance of the much-anticipated regulation of the Dutch online sports betting market, which has once again been delayed, Kambi recently agreed a multi-year partnership deal with the largest casino operator in The Netherlands, JVH gaming & entertainment group (JVH group). The latter plans to leverage Kambi’s sportsbook and suite of front-end and price differentiation tools to launch its online sports betting product in the Dutch market.