Sports betting specialist Kambi Group has forged a long-term partnership agreement with Seneca Gaming Corporation, the operator of three Class III gaming operations in Western New York, in collaboration with gaming and platform provider Bragg Gaming Group.
The multi-channel deal sees Kambi install its portfolio of on-property sports wagering products inside Seneca Niagara Resort & Casino in Niagara Falls; Seneca Buffalo Creek Casino in Buffalo; and Seneca Allegany Resort & Casino in Salamanca. Subject to regulatory approval, the deal will also see Bragg Gaming Group provide casino and player account management through its subsidiary ORYX.
All three casino premises will use Kambi’s on-property sports wagering solutions, including betting kiosks, fully-configurable digital signage, free-to-play sportsbook product, and Bring Your Own Device technology, which enables bettors to view lines and build bets on mobile for quick and easy placement at the property.
Seneca Resorts & Casinos, which recently became the exclusive casino partner of the Buffalo Bills, will begin the roll-out of on-property sportsbooks imminently, with Kambi expected to enable all three casinos to be in a position to offer sports betting before the end of the year.
The agreement also creates a framework for Kambi and Bragg to provide Seneca with online and mobile sports wagering and casino, should lawmakers decide to regulate the activity in New York State. At present, only on-property betting and gaming is permitted.
Further to the deal, Kambi and Bragg have agreed a commercial arrangement to explore and collaborate on future strategic opportunities, primarily in the US but also the rest of the world.
Kristian Nylén, Kambi CEO, said: “I’m delighted to agree this sports betting agreement with Seneca Gaming Corporation, along with Bragg Gaming, a platform and gaming provider that will enable a fully-managed sportsbook and gaming service.
“Through its brick and mortar casinos, Seneca Gaming Corporation has developed a reputation for delivering high-quality, entertaining experiences, with customer experience at its core. We believe this reputation will only be enhanced as its patrons begin to familiarize themselves with the exciting sports betting experiences the Kambi Sportsbook offers.”
Holly Gagnon, President and Chief Executive Officer at Seneca Gaming Corporation, said: “We are so excited to bring sports betting to our guests. Seneca Resorts & Casinos remains steadfast in providing the latest and greatest offerings to our customers in entertainment, resort experience, and of course gaming. This collaboration brings a whole new level of excitement.”
Dominic Mansour, Bragg Gaming Group Chief Executive, added: “The agreement with Seneca and Kambi is a game-changer for Bragg. The US casino and sports betting market is rapidly expanding, and Bragg’s expertise in casino and player account management positions us well to take advantage of this growth. Entering the market with two such strong partners as Kambi and Seneca is an ideal scenario.”
