What Shape Games does

Shape Games is a B2B platform and service provider for the iGaming industry, headquartered in Copenhagen, Denmark, and operating as a wholly-owned subsidiary of publicly-traded Kambi Group following its acquisition in November 2022. Founded in 2018 with a foundational contract from Danske Spil, the company builds a native omni-channel frontend platform that runs on a shared codebase across iOS, Android, web, and in-store retail environments. The platform is modular, comprising a Personal Module (ML-driven recommendations and dynamic app layout), a Social Module (betting sharing, custom leagues, trophies), a Retail Module (lightweight Android through multi-tablet store installations), a Control Panel (agnostic operator management layer with centralised data and CRM integration), a Statistics Module (pre-live, live, post-match data), and a Casino Module (multi-game native lobby).

The company monetises through enterprise B2B platform licensing and recurring subscription-style fees for implementation, integration, and ongoing support, with pricing negotiated per client and not publicly disclosed. Its go-to-market combines direct enterprise sales with referral flows from parent company Kambi's sportsbook customer base, which has produced joint wins such as BetCity (Netherlands/Entain), Svenska Spel (Sweden), SunBet (South Africa), betJACK/JACK Entertainment (US/Ohio), and LMG Gaming/ApuestaPR (Puerto Rico). With a team of 51-100 employees spanning 29+ nationalities, Shape Games serves tier-1 operators and emerging regulated-market entrants across Europe, North America and South/Central America, holding 16 industry awards including EGR Best Native App (2018-2020) and EGR Nordics Sports Betting Supplier of the Year (2022).

Name

Shape Games

Legal name

Shape Games A/S

Website

https://shapegames.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Shape Games is a B2B platform and service provider for the iGaming industry, building a native omni-channel frontend (mobile, web, retail) deployed by gaming operators across Europe and the Americas; a wholly-owned subsidiary of Kambi Group since November 2022.

Ownership category

akta.pro rank

Product category

iGaming Sportsbook & Casino Software

NAICS

Gambling Industries (7132), Other Gambling Industries (713290)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

iGaming Platform Providers (Turnkey/Casino & Sportsbook Platforms) (MPAEAKAA)

Keywords

• IGaming platform
• Sportsbook frontend
• Omni-channel betting
• Online casino software
• B2B gaming solutions

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. B2B Platform Licensing and Services: Shape Games operates as a B2B platform and service provider for the iGaming industry, offering its native frontend platform to gaming operators. Revenue is generated through platform licensing fees and associated service fees for implementation, integration, and ongoing support.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Shape Games develops and licenses a native omni-channel frontend platform for the iGaming industry, delivered to gaming operators across mobile (iOS/Android), web, and retail channels. The modular platform includes Control Panel management, ML-driven Personal recommendations, Social betting features, Retail solutions, a Statistics module, and a Casino lobby, supported by data warehouse and marketing services.

Product overview

Shape Games provides an award-winning digital B2B platform and service provider for the iGaming industry. The core offering is a highly customizable native omni-channel frontend platform that operates across web, mobile (iOS/Android), and retail environments. This platform integrates multiple modules: the Control Panel for operator management, Personal Module for ML-driven recommendations, Social Module for social betting features, Retail Module for in-store solutions, Statistics Module for sports data, and Casino Module for online casino gaming. The platform is designed for continuous improvement and expansion with new features, and Shape Games also delivers data warehouse setup and marketing services. The company operates across Europe, North America, and South America with operations in 16 countries.

Differentiator

Problem solved

Functional benefit

Products and services

• Native Frontend Platform
• Control Panel

Quantifiable outcome

• BetCity captured approximately 20% market share in Dutch online gaming market using Shape Games platform
• +2 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature6 records

Partnerships

Six partnerships are on record, tiered flagship and core.

• SunBet (Sun International Group)flagshipStrategic or Co-development Partner · 2 November 2023Shape Games partnered with SunBet to provide native app frontend for Android and iOS users in South Africa's regulated market. This is Shape Games' first client in Africa. SunBet, part of Sun International Group (JSE:SUI), is South Africa's premier online betting platform. The partnership leverages Shape Games' award-winning platform including sportsbook and casino frontends to deliver a personalised gaming experience.
• Svenska SpelcoreStrategic or Co-development Partner · 3 October 2023Shape Games announced strategic alliance with Svenska Spel, a renowned entity in Sweden's regulated gaming market. This collaboration strengthens the cooperation between Shape Games and Kambi, with Shape Games adding another Kambi-powered client to its portfolio.
• betJACK (JACK Entertainment)flagshipStrategic or Co-development Partner · 6 September 2023Shape Games partnered with JACK Entertainment to deliver frontend solutions for betJACK sports betting app in Ohio, USA. Shape Games drove the front-end consumer engagement and loyalty aspects, focusing on customer acquisition and retention. betJACK launched initially as a free-to-play product transitioning to real-money betting following Ohio legalisation in January 2023.
• BetCityflagshipStrategic or Co-development Partner · 16 August 2023Shape Games partnered with Dutch online operator BetCity to develop and roll out native mobile apps for iOS and Android. BetCity is owned by Entain Group and has captured approximately 20% market share in the Dutch online gaming market. The apps deliver dynamic sportsbook and casino offerings, with Kambi providing sportsbook services and Oryx handling PAM and Casino offerings.
• KambiflagshipTechnology or Integration · 1 August 2023Kambi provides sportsbook platform services for Shape Games' operator clients including BetCity, SunBet, betJACK, and LMG Gaming. Kambi acquired Shape Games and serves as parent company, with Shape Games providing frontend while Kambi provides sportsbook backend services.
• LMG Gaming (ApuestaPR)coreStrategic or Co-development Partner · 31 May 2023Shape Games established long-term partnership with Liberman Media Group (LMG Gaming) to enhance betting experiences in Puerto Rico. Shape Games integrates its native front-end solution with Kambi's sportsbook platform and White Hat's PAM provider for the ApuestaPR brand, aiming to become the leading player in Puerto Rico's regulated market.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• EveryMatrix: B2B iGaming turnkey platform providing sportsbook, casino, PAM and front-end solutions to operators worldwide. Directly comparable to Shape Games as a multi-vertical, omnichannel platform provider for licensed operators.
• Pragmatic Solutions (Pragmatic Play Ltd): Turnkey iGaming platform provider (Player Account Management, risk management, payments, frontend) for sportsbook and casino operators in regulated markets. Closely comparable in B2B licensing model and breadth of operator-facing modules.
• BetConstruct: B2B provider of sportsbook, casino, PAM, retail and white-label frontend solutions for online and land-based operators. Comparable in delivering an omnichannel native product to licensed operators across multiple jurisdictions.
• Digitain: B2B iGaming platform offering sportsbook, casino, retail and frontend solutions to operators in Europe, LATAM and Africa. Directly comparable in catering to both tier-1 operators and emerging-market entrants via omnichannel modules.

Broad incumbents

• Playtech: Large, publicly listed provider of omni-channel iGaming software including sportsbook, casino, PAM and frontends. Competes with Shape Games for tier-1 operator deals but offers a much broader portfolio and longer regulatory track record.
• Light & Wonder (OpenBet / Scientific Games): Through OpenBet and other iGaming assets, Light & Wonder delivers sportsbook and player-account platforms to large operators globally. Competes head-to-head with Shape Games' frontend-plus-sportsbook stack, especially via Kambi's rivals.
• SBTech (Endeavor Group): Sportsbook and iGaming platform provider to operators in regulated US and European markets, now part of Endeavor. Competes directly against Kambi/Shape Games for tier-1 sportsbook RFPs.

Emerging players

• ORYX Gaming (Bragg Gaming Group): Provides PAM, casino content aggregation and front-end technology used alongside Kambi's sportsbook in deployments like BetCity. Functions as an adjacent peer to Shape Games within joint operator stacks.
• White Hat Gaming: PAM and full-stack iGaming platform provider used in Shape Games-partnered rollouts (e.g., ApuestaPR). Directly comparable in serving regulated-operator frontend and platform needs alongside Kambi's sportsbook.

Others

• Fantasy Sports / Sportradan: Adjacent B2B gaming data, odds and engagement platform providers whose datasets and engagement tooling increasingly intersect with frontend personalisation capabilities like Shape Games' Personal Module.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/shapegames
• LinkedInlinkedin.com/company/shapegames
• Instagraminstagram.com/shape.games

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shape Games