Kambi, a popular provider of premium sports betting services, has entered into a deal that will see it power the relaunch of mybet, one of the most recognizable sports betting brands in Germany that is now under new ownership.
Mybet Holding SE, was withdrawn from the market in 2018 following 15 years of operation as its previous owner had gone insolvent. The mybet brand and digital assets have, however, since been purchased by a new investment group.
In terms of a multi-year agreement signed on 5th February 2019, Kambi will provide mybet’s new operator, Rhinoceros Operations Ltd., with its entire Sportsbook and complete range of managed services allowing the company to relaunch the brand into the growing online market in Germany.
Mybet is due to relaunch during the first half of this year, with the contract also providing a provision for Rhinoceros Operations to launch a Kambi Sportsbook with other brands under its ownership.
Kristian Nylen, Chief Executive Officer at Kambi, commented that the story of mybet illustrates why operators cannot afford to rely purely on the strength of their brand and history in a market. He added that online sports bettors are increasingly promiscuous so operators must ensure they have sufficient scale in their product investments to provide exciting sports betting experiences at all times to remain competitive.
Nylen went on to say that partnering with a high-quality supplier such as Kambi solves that challenge and they are excited by the potential of mybet. He added that the brand remains strong and, with the quality the Kambi Sportsbook offers, they believe mybet can once again become a leading player in the German market and elsewhere.