Stockholm-listed sports betting supplier Kambi Group has signed a long-term partnership with New York-based casino operator Seneca Gaming Corporation (SGC).

The multi-channel deal marks the second major tribal nation Kambi has signed this year following an agreement with Mohegan Gaming & Entertainment in March. It also includes a collaboration with Bragg Gaming Group, which will provide casino services and player account management through its Oryx Gaming subsidiary, Bragg’s first foray into the burgeoning US market.

The agreement will see Kambi provide its on-property sportsbook solution to Seneca Resorts & Casinos’ three properties in Western New York; Seneca Niagara Resort & Casino in Niagara Falls, Seneca Buffalo Creek Casino in Buffalo, and Seneca Allegany Resort & Casino in Salamanca; with online to follow pending regulation.

Seneca Resorts & Casinos, which recently became the exclusive casino partner of the Buffalo Bills, will be the first to roll out its retail sportsbook, with Kambi expected to enable all three casinos to be offering sports betting before the end of the year.

The agreement also provides conditions for Kambi and Bragg to provide SGC with online and mobile sports betting and casino, should lawmakers decide to regulate the activity in New York State. At present, only on-property betting and gaming is permitted.

“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,” said Kambi chief executive Kristian Nylén.

“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 familiarise themselves with the exciting sports betting experiences the Kambi Sportsbook offers.”

The agreement with SGC further strengthens Kambi’s presence in New York after the supplier processed the market’s first legal wager at the Rivers Casino & Resort Schenectady with Rush Street Interactive in July.

“We are so excited to bring sports betting to our guests,” said SGC president and CEO Holly Gagnon. “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.”

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 covering the rest of the world.

“The agreement with Seneca and Kambi is a game-changer for Bragg,” said Bragg Gaming Group CEO Dominic Mansour. “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.”

Shares in Kambi Group plc (STO:KAMBI) were trading down 3.55 per cent at SEK160.20 per share in Stockholm Tuesday afternoon, while shares in Bragg Gaming Group Inc (CVE:BRAG) closed Monday at CAD$0.20 in Toronto.

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