In a significant move to enhance its sportsbook capabilities, Kindred Group has announced a strategic partnership with OddsMatrix Sports Data Services, a division of the EveryMatrix Group. This collaboration comes as Kindred prepares to transition to its proprietary sportsbook technology, departing from its current reliance on Kambi. Kindred Group, a well-known player in the online gambling industry, disclosed its intention to shift to an in-house sportsbook, built on the exclusive Kindred Racing Platform.

Proprietary sportsbook technology

Sports betting has evolved into a booming technology-driven industry generating around US $15 billion in revenue globally. The sector has gone through a significant transformation and has become widespread in the entertainment and leisure industry.

While Kindred’s partnership with Kambi is set to continue until at least 2026, Kindred is actively laying the groundwork for this transition which will most likely be followed by an expansion of this vertical..

Under the new agreement with OddsMatrix, Kindred gains access to extensive curated content of historical and real-time sports data that will include major sports, including football, ice hockey, basketball, tennis, and more. EveryMatrix focuses on the critical importance of data access for modern sportsbooks to remain competitive and provide customers with a superior experience through proprietary modeling technology.

Robust sports data models

OddsMatrix Sports Data Services, the chosen partner in this venture, offers a comprehensive suite of services that includes odds provisioning, live scores and real-time settlement for both traditional sports and esports events. Its cutting-edge technology empowers operators to consolidate odds, settlements and score updates from various sources into a single, real-time aggregated feed.

Ben Colley, Group Head of Trading at Kindred, (pictured on the left above), explained that the data in the company’s operations will open many doors. He said, “In order to develop the most robust models to generate the most innovative and accurate markets, we needed both historical and real-time data provision of the highest possible resolution.”

Precise analysis of pre-match and live odds

The supplier, OddsMatrix Sports Data Services, curates an extensive repository of sports data spanning several years. The company offers clients access to dependable custom datasets, enabling operators to conduct in-depth analyses of historical team and individual sports performance. This facilitates the projection of data and the meticulous testing of new odds for both pre-match and live events.

EveryMatrix’s grip in the North American market

EveryMatrix, the parent company of OddsMatrix, holds licences in multiple North American jurisdictions, including New Jersey, Michigan, West Virginia, and Ontario. Erik Nyman, President of EveryMatrix Americas, (pictured on the right above), commended Kindred’s remarkable expansion and expressed enthusiasm about the company’s involvement in Kindred’s new sportsbook venture that will facilitate an exceptional cooperation between the two companies.

Historical and real-time data to create accurate models will enable Kindred to expand into new and emerging markets. The company should be well-equipped to advance their internal research and development efforts .

This partnership marks Kindred Group’s strategy to gain a more competitive edge in the industry by moving to a proprietary sportsbook platform with comprehensive sports data resources.

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