Under the terms of the deal – delivered via Shape Games’ next generation sportsbook software development kit (SDK) - Paf will gain access to Shape’s full suite of UX development and player engagement services, leveraging Shape Games' front-end expertise to enhance its user interface and unlock superior product journeys.
The agreement sees Paf become the latest Kambi partner to leverage Shape Games' highly customisable front-end technology and extensive customer engagement suite, joining operators including BetCity, betJACK, BetWarrior and Svenska Spel.
Martin Mouroux Dam, Managing Director at Shape Games, said: "We are delighted to have put pen to paper on this partnership with Paf, collaborating on compelling user journeys with one of Europe's leading operators via our next generation sportsbook SDK.
"Paf was Kambi's first customer signing back in 2010, and it is a fantastic landmark for Shape Games to have deepened the Kambi Group's relationship with one of its most long-standing customers."
Sara Björk-Södergård, Chief Information Officer at Paf, said: "We are always looking for ways to enhance the products and services we offer to our customers. Partnering with Shape Games to boost our customer engagement capabilities with their fully-native front-end technology was a natural choice.
"We look forward to working closely with Shape Games as we deliver a top class betting experience for our customers".
About Shape Games
Shape Games is an award-winning digital B-to-B platform and service provider for the iGaming industry. Shape Games’ highly customisable native frontend is one of a kind, as it brings customer focused product development known from Silicon Valley startups to the gaming space.
About Kambi
Kambi Group is the industry’s trusted provider of sports betting services to licensed B2C gaming operators. Kambi Group operates four product-led divisions: leading sportsbook and odds feed provider Kambi Sportsbook, esports data and odds supplier Abios, front end technology experts Shape Games and cutting-edge AI trading division Tzeract. Kambi Group’s partners include ATG, Bally’s Corporation, Corredor Empresarial, Kindred Group, LeoVegas, LiveScore, Rush Street Interactive and Svenska Spel. Kambi Group employs more than 1,000 staff across offices in Malta (headquarters), Australia, Denmark, Philippines, Romania, Sweden, the UK and the United States.
Kambi utilises a best of breed security approach and is ISO 27001 and eCOGRA certified. Kambi Group plc is listed on Nasdaq First North Growth Market under the symbol “KAMBI”.
The Company’s Certified Advisor is Redeye AB.
About Paf
Paf is a Nordic gaming company founded on Åland in 1966 to generate funds for the benefit of society. Paf was one of the very first gaming companies to go online in 1999. Many of Paf’s games are exclusive to Paf and developed by their in-house Games Studio. Paf is an award-winning industry leader in responsible gaming and a front-runner in environmental sustainability. Paf also has physical gaming operations including some 30 cruise ships criss-crossing the Baltic and North Seas.
Paf has roughly 315 employees representing about 30 nationalities, with offices located on Åland, in Helsinki, Stockholm, Riga, Tallinn, Oslo, Norrköping, Gzira and Madrid. Paf (Ålands Penningautomatförening) is licensed and controlled by the Government of Åland.
In 2023, the Paf Group had a total turnover of 177.1 million euros and a profit of 55.1 million euros. More information at aboutpaf.com
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