Kambi Group announced that it has entered into a multi-year partnership to help privately-owned Affinity Interactive (AI) launch retail and online sportsbooks in several states — starting with Iowa — and likely at an in-person casino owned by an AI subsidiary as well.
The agreement calls for Kambi to provide AI with services to support DRF Sports, the company’s new sportsbook. Verbiage from the December 29 announcement indicates that a retail sportsbook would be offered, as well as mobile and online formats. Kambi said it will offer services such as compliance provision, customer intelligence, odds compiling, and risk management through its proprietary platform.
While Kambi did not identify which casino property DRF Sports would partner with in order to launch in the Hawkeye State, Affinity Gaming — an AI subsidiary — owns the Lakeside Hotel Casino, a riverboat casino in Osceola.
Possible Sportsbook Change
Lakeside appears to be in the middle of a transition. The casino’s website currently displays a large advertisement and the business hours for a William Hill retail sportsbook. It also offers links to download the William Hill online sportsbook, but it has since been redirected to download Caesars Sportsbook instead. Caesars — which owns the William Hill brand — opted to rebrand the book as Caesars Sportsbook in August 2021.
But Lakeside’s website also includes a link to DRF.com, the sports betting platform for DRF Bets. Lakeside also promoted the future sportsbook, DRF Sports, in a tweet on November 11.
It was not clear if Affinity Gaming intends to rebrand the William Hill retail sportsbook at Lakeside as a DRF-themed book, but the agreement with Kambi includes retail. Iowa casinos can have up to three different sportsbook brands, so it is possible that Lakeside could offer both Caesars Sportsbook and DRF Sports. The most recent license information filed with the Iowa Racing and Gaming Commission (IRGC) lists only William Hill as its retail and mobile sports wagering operator.
Representatives for Affinity Gaming and Lakeside did not return calls seeking comment by US Gaming Review. Affinity Gaming opened the William Hill retail book at Lakeside in August 2019.
Kambi said the agreement calls for DRF Sports to be launched in Iowa first, followed by “additional states throughout 2022 and beyond.” Although Kambi did not identify any additional states for the book, Affinity Gaming owns seven additional casinos — five in Nevada, where sports betting is legal, and two in Missouri, where it isn’t.
The IRGC is scheduled to have its next meeting on January 13 at Prairie Meadows Casino, Racetrack, & Hotel in Altoona. It is not known if Affinity Gaming, Lakeside, or a DRF entity are on the agenda because the regulator only posts the agenda for its next meeting on the Friday prior — in this case, January 7.
“We are thrilled to work with the talented team at AI to provide our leading software to sports enthusiasts across the US,” said Kambi CEO Kristian Nylén. “This agreement is an exciting opportunity to showcase the strength of our product and leverage our experience to succeed in the competitive sports betting market.
“The combination of Kambi’s advanced technology, DRF Sports’ multimedia information capabilities, and AI’s regional casino assets make for an enticing sports betting proposition.”
AI Chairman James Zenni concurred. “This is an exciting time for AI and the sports betting industry and partnering with Kambi will allow us to capitalize on a number of compelling opportunities and position our businesses for shared success. This is the first step in our strategy of rolling out the DRF Sports brand to online customers for sports betting and iGaming.”
Long Ties to Horse Racing
DRF stands for Daily Racing Form, a publication of horse racing statistics since 1894. The 128-year-old institution is owned by Sports Information Group (SIG), another AI subsidiary.
Z Capital Partners, the private equity instrument of Z Capital Group, announced the merger of Affinity Gaming and SIG to form AI in June 2021. The merger was designed, in part, to “leverage the iconic DRF brand as it capitalizes on the continued momentum in sports betting and iGaming globally.” DRF and DRF Bets announced the creation of DRF Sports in September 2021.
A free membership option on the DRF.com website provides users with live odds, limited news coverage, a homepage, and a horse watching service. More in-depth analysis, news coverage, and past performance data are available with a paid subscription.
Iowa currently has 19 sportsbooks in total, all of which are partnered with either a racino or a land-based or riverboat casino.
Revenue from mobile and online sports betting in Iowa hit a record $19.7 million in November, according to data from the IRGC. Handle also hit a record $287.2 million during the month.
