Kambi’s sports betting platform to power Affinity Interactive’s DRF Sports


Posted: Dec 29, 2021, 11:34 a.m.

Last update on: December 29, 2021, 11:34 a.m.

Sports betting platform provider Kambi announced an agreement with another emerging US operator on Wednesday. This time around, the Malta-based tech company has struck a deal to provide sports betting services to Affinity Interactive, which plans to operate under the DRF Sports brand.

James zenni
Affinity Interactive Chairman James Zenni said the multi-year partnership with gaming technology provider Kambi “is the first step” in establishing Affinity’s DRF Sports as a sports betting operator and ‘iGaming. (Image: Interactive Affinity)

Although the terms of the deal were not released, a joint statement said the two sides signed a multi-year partnership. The pact calls on Kambi to provide the platform for Affinity Interactive’s online and physical sports betting operations.

Some of the services that Kambi will offer include rating management, customer intelligence, risk management and compliance.

Affinity Interactive subsidiaries include Daily race form, an omnichannel horse racing publication that provides readers with in-depth data to help them make betting selections; and Affinity Gaming, which operates eight casinos in Iowa, Missouri and Nevada. Affinity Interactive also owns DRF Bets, an online horse racing betting platform with early deposit.

In September, the Daily Racing Form and DRF Bets announced the creation of DRF Sports. Although it was started as an information resource for sports bettors, the plan was to eventually become a sports betting operator. The deal with Kambi creates this possibility, pending regulatory approvals.

Affinity Interactive Chairman James Zenni said Kambi’s announcement comes at an exciting time for the company.

The partnership with Kambi will allow us to capitalize on a number of exciting opportunities and position our businesses for shared success, ”he said. “This is the first step in our strategy to deploy the DRF Sports brand to online customers for sports betting and iGaming. “

The initial launch will be live in Iowa, but the release says additional states will be announced starting in 2022.

Affinity positioning DRF brand

Earlier this year, Affinity Gaming merged with Sports Interactive Group, which owned the Daily race form, to create Affinity Interactive.

Affinity Gaming operates the Lakeside Hotel Casino in Iowa. In Nevada, it operates the Silver Sevens, an off-piste casino in Las Vegas, three casinos – Buffalo Bill’s, Primm Valley, and Whiskey Pete’s – in Primm near the California border, and Rail City in Sparks.

Lakeside, Primm Valley and Rail City currently host all William Hill sports betting. William Hill’s US operations were acquired by Caesars Entertainment, which has since renamed most of William Hill’s US sportsbook under its own name.

Although Affinity casino websites always mention the William Hill brand, they also promote DRF Sports free gambling. That, along with Thursday’s announcement, would indicate that brick and mortar facilities will eventually adopt the DRF mark once it is approved for licensing.

Affinity Gaming also operates St. Joe Frontier and Mark Twain casinos in Missouri, which have yet to pass sports betting legislation.

Nylen says Kambi, affinity makes a good pair

Kambi is a major player in the American sports betting market. The company is a technology provider for operators such as Barstool Sportsbook, BetRivers, Unibet and TwinSpires. It also has partnerships with tribal operators such as Seneca Resorts and Casinos in New York and Four Winds Casinos in Indiana and Michigan.

Kambi CEO Kristian Nylén said in a statement that working with Affinity in the retail and online industries presents “an exciting opportunity to showcase the strength of our product and to leverage our experience” in the industry. ‘industry.

“The combination of Kambi’s cutting-edge technology, DRF Sports’ multimedia information capabilities and Affinity Interactive’s regional casino assets makes for an attractive sports betting proposition.” Nylén said.