Kambi Group and Penn Entertainment have mutually agreed to extend their existing retail sportsbook platform agreement, securing a continued partnership through July 31, 2027.
The original contract was set to expire at the end of this year, on December 31. This extension ensures stability and continuity for Penn’s extensive network of physical sportsbooks while the operator navigates its broader technological transition.
The renewed deal specifically covers Penn’s on-property sportsbooks that will be active by the end of 2025. Kambi’s technology is currently the backbone of 30 Penn properties spread across 13 different U.S. states.
By extending this relationship, Penn guarantees that its retail customers will continue to experience the same high-performance betting interface and reliability they are accustomed to.
For Kambi, the extension is a significant vote of confidence from a major U.S. operator, reinforcing its reputation as a premier B2B provider in the competitive North American market.
This strategic move provides Penn Entertainment with crucial flexibility. As the company prepares for an eventual migration to its own proprietary technology stack for its online operations, maintaining Kambi as its retail partner allows for a smoother, phased transition.
It mitigates the risk of disrupting its brick-and-mortar operations during a critical period of growth and structural change. The extension highlights the complexities involved in migrating sportsbook platforms and the value of trusted, third-party technology in bridging operational gaps.
The continued collaboration is expected to benefit both parties. Kambi secures a steady revenue stream from a top-tier client for an additional 18 months beyond the original term, while Penn ensures operational excellence at its physical locations.
As the U.S. sports betting market continues to mature, such partnerships demonstrate the ongoing need for robust, scalable technology solutions that can adapt to the shifting long-term strategies of major operators.
The deal reaffirms that while operators may seek vertical integration online, the specialized demands of retail sports betting often favor established, high-quality B2B partnerships.
