Simon Noy, Kambi: “Odds Feed+ gives the tool required to enhance an operator’s offering in any target jurisdiction”

Kambi’s SVP trading Simon Noy shares how Odds Feed+ gives sportsbooks a competitive edge.

Exclusive interview.- On the back of a multi-year agreement with FDJ United, Kambi’s SVP trading Simon Noy spoke with Focus Gaming News about how Odds Feed+ is turning the odds feed from a commodity into a catalyst.

How would you characterise the commercial progress of Odds Feed+? What are the ambitions?

The recently announced partnership with FDJ United is the latest significant step forward for Odds Feed+, underlining the emphasis which leading operators are placing on integrating with a best-in-class odds solution. FDJ now has access to Kambi’s entire library of traded odds, complementing its in-house sportsbook with a bespoke selection that they can curate from different sports and leagues at will.

It comes on the back of agreements with leading operators Coolbet (who will take esoccer and ebasketball odds via the Odds Feed+ API) and Superbet, extending the product’s global reach. Also live with operators including Hard Rock Digital, LeoVegas and Rei do Pitaco, since its launch in 2024 Odds Feed+ has built real commercial momentum that we are excited to build on through 2026 and beyond.

What are the product’s key differentiators?

One of the core elements underpinning the progress we are making with Odds Feed+ is that the prices are sharpened by Kambi’s $17bn in global liquidity. These are not mid-points or market averages, but actively traded odds honed by the power of Kambi’s vast network data – driving enhanced margins and empowering operators by providing an unmatched level of accuracy and reliability.

Incorporating a deep range of live and pre-match player props, alongside extensive combinability through Kambi’s bet builder functionality, Odds Feed+ gives the tools required to enhance an operator’s offering in any target jurisdiction.

Furthermore, while flexibility is a term often used by technology providers in the betting industry, it is one which typifies the freedom Odds Feed+ gives to operators. Delivered through a single API – removing the need for resource-intensive integrations which competitor feeds can require for different sports – Kambi partners can alter the sports they receive on the fly to match their strategic requirements. In short, Odds Feed+ is a complete solution which can improve the delivery of any operator.

“The recently announced partnership with FDJ United is the latest significant step forward for Odds Feed+”.

Kambi’s SVP trading Simon Noy.

Why was now the right time for Kambi to roll out a premium odds feed solution?

It goes without saying that odds are the lifeblood of any sportsbook, and all operators make use of third-party odds feeds to some extent.

However, the traditional odds feed model has been focused on coverage, filling gaps where operators may not have the in-house trading capabilities required. These feeds are coming under increasing pressure in multiple areas, from strained risk and liability management, to an inability to keep pace with expanding offering complexity as modern demands shift towards expansive props and multi-sport bet builders.

The odds feed needed to shift from being a commodity to a catalyst, combining the breadth of previous models with the flexibility, intelligence and reliability demanded by the modern sports betting landscape. With Odds Feed+, Kambi offers operators real depth of offering with consistency between singles and bet builders. This is coupled with quality and resilience at scale, alongside genuine security of supply thanks to a data-agnostic feed, ensuring continuity even if an official data source becomes disrupted.

How does the power of the Kambi network enhance its capabilities?

Being partnered with more than 50 operators in dozens of jurisdictions all over the globe means that Kambi must deliver depth and accuracy in its pricing across a huge variety of sports. For example, a partner with excellent in-house basketball and American football trading can take Kambi’s tennis or golf pricing with complete confidence, Odds Feed+ boosting their offer and freeing them to focus on their core areas of competency.

“Kambi offers operators real depth of offering with consistency between singles and bet builders”.

Kambi’s SVP trading Simon Noy.

The $17bn in global liquidity Kambi processes also provides peerless insight into user behaviour, facilitating our creation of engaging markets for customers while enhancing our ability to protect partners’ bottom lines with best-in-class risk and liability management.