- MyBet to relaunch in Germany by mid-2019
- New owner Rhinoceros Group partners with B2B sports betting company Kambi
- MyBet remains one of the high-profile brands in Germany’s betting industry
MyBet will be returning to Germany having successfully concluded a fresh partnership with Kambi, a premium provider of B2B sports betting services.
MyBet Relaunches in Germany Backed by Kambi
MyBet has struck a new partnership with Kambi, a provider of B2B sports betting solutions. MyBet is teaming up with the company in order to expand its footprint in the regulated and highly-contested German market.
As per the partnership, MyBet can rely on a full range of sports betting services with the company expecting to start taking is first bets by June, 2019. MyBet had to be temporarily suspended from operation, because of financial predicaments under the company’s previous owner, MyBet Holding SE in 2018.
Since then, the sportsbook brand has changed hands, with Rhinoceros Operations now assuming control over the sportsbook. Rhinoceros Operations wasn’t the original company that was going to buy MyBet, but following a collapse of negotiations in August, 2018, Rhinoceros decided to step in with a bid.
In light of these events and the re-launching of the brand, Kambi Chief Executive Officer, Kristian Nylén explained that a brand was only as strong as its offer and that it couldn’t rely solely on reputation:
“The story of MyBet illustrates why operators cannot afford to rely purely on the strength of their brand and history in a market.”
He further added: “Online sports bettors are increasingly promiscuous so operators must ensure they have sufficient scale in their product investments to provide exciting sports betting experiences at all times to remain competitive.”
Mr. Nylén added that all the problems that MyBet has faced so far would be solved by the partnership with Kambi.
Rhinoceros Group CEO Tobias Carlsson has explained the motivation behind the purchase of MyBet. According to Mr. Carlsson, MyBet’s long-standing in the German sports betting market, make the brand & company an important asset to the Group’s own portfolio.
His official statement read:
Mybet was one of the pioneers in the German sports betting field, and together with Kambi and our other partners we will do everything in our power to revive that legacy and bring players the experience they desire and deserve.
The addition of Kambi will help MyBet streamline its effort and permeate new markets as well as better cater to the exclusive needs of German customers. With the fresh financial backing by Rhinoceros Group, the company is set for a promising future.
Germany has been an interesting destination or gaming agencies. Lottoland has been one of the latest companies to be caught up in a battle to secure a position in themarket.