Super Bowl LVIII witnessed a remarkable surge in engagement with same-game parlays (SGPs), which accounted for 26% of the total handle on the NFL’s premier event. This marked a significant increase of five percentage points compared to the previous year, showcasing a growing trend in sports betting.
Role of Kambi
Kambi played a pivotal role in facilitating the growth of SGPs during the Super Bowl. The company’s introduction of in-game and cash-out options for SGPs ahead of last year’s event significantly contributed to the heightened interest among bettors. Live SGPs across the Kambi network experienced substantial growth, with the share of in-game handle more than tripling in 2024.
Market Dynamics
The success of SGPs during the Super Bowl can also be attributed to Kambi’s innovative ‘result of drive’ market, which emerged as one of the most popular in-game markets alongside traditional options like money line, spread, and total points. Additionally, the availability of a wide range of player props before and during the event further fueled interest in SGPs among sports bettors.
Popular Players
Interestingly, despite standout performances from players like Patrick Mahomes and Brock Purdy, neither quarterback featured among the top three most popular players to bet on. Instead, the spotlight was on 49ers’ running back Christian McCaffrey, followed by Travis Kelce and Isiah Pacheco of the Chiefs.
Milestone Achievement for Kambi
Super Bowl LVIII marked a significant milestone for Kambi, with the event registering the highest single-event handle on the Kambi network in the past 12 months, surpassing even the total handle of the 2023 UEFA Champions League final. This underscores the growing prominence of American football in the world of sports betting and Kambi’s strong position within the market.
Insights from Hans Neskvern
Hans Neskvern, Kambi’s Head of US Sports, expressed his satisfaction with the outcome: “The Super Bowl is always one of the biggest nights of the year across the Kambi partner network, and continual enhancements made to our NFL product have seen us deliver an offering which leads the market in-depth and combinability.”
Looking Ahead
Neskvern further added, “A dramatic conclusion in which the Chiefs further cemented a dynasty not seen since the days of Tom Brady and the New England Patriots rounded off a thrilling season for the NFL and Kambi, which we look forward to building on with our partners throughout 2024.” This statement reflects the optimism surrounding future collaborations and developments within the sports betting industry.
Innovations by Kambi
The news follows Kambi’s recent launch of Tzeract, a trading division backed by AI, aimed at further enhancing the sports betting experience. This innovative step demonstrates Kambi’s commitment to staying at the forefront of technological advancements in the field.
Expansion in European Markets
Furthermore, in December 2023, Kambi sealed a long-term partnership with Bingoal in Belgium and the Netherlands, allowing Kambi to expand its presence in regulated European markets. This strategic move highlights Kambi’s efforts to strengthen its foothold in key regions and diversify its market reach.
The surge of SGPs during Super Bowl LVIII reflects the evolving landscape of sports betting, with Kambi playing a significant role in driving this trend. With continued innovations, strategic partnerships, and a focus on customer experience, Kambi is well-positioned to capitalize on the growing opportunities in the sports betting industry, both in the United States and internationally.