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Compared to the 2021 licensing round, the KSA adopted a more granular and stringent approach to its licence renewal process. This was expected following new policy rules set out by the regulator in September 2025.
One such rule was for licensees that had faced compliance enforcement during the five years operating in the Netherlands.
At the time KSA announced: “Providers that made mistakes in the past five years must explain during the application process how they have learned from previous mistakes and how they intend to prevent recurrence. If we find this explanation insufficient, the permit may be denied or additional conditions and restrictions may be imposed.”
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Independent analysis by Bettormetrics found Kambi partners either led or shared the lead on measures including time to market, live uptime and bet delay. It also outperformed its B2C and B2B competitors on live uptime in World Cup markets including over/unders on total goals.
“All the testing in the world cannot tell you precisely where you stand against the rest of the market on key aspects of the product,” Lamb says. “It was very positive to see Kambi as a leader in these key metrics.”
The way customers used the offering was equally instructive. Bets outside the match-winner market accounted for 63% of pre-match turnover, compared with 57% in 2022, reinforcing the importance of depth beyond traditional markets.
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“Over time we expect that knowledge and local presence to help us open conversations with other operators looking to enter or expand in Africa, in the same way our historical B2C experience in Europe underpinned our platform proposition there.
“So this is not an either/or. It is a B2C acquisition that we expect to strengthen our B2B pipeline on the continent.”
GiG exited the B2C space in 2023 when, after a strategic review, the company split its media and platform divisions, the former of which was rebranded as Gentoo Media.
