Shape Games
Product sources reviewedIdentity partially verifiedShape Games is Kambi Group's specialist front-end company and supplies a reusable native and web interface platform for sportsbook and casino journeys. The reviewed product is available as an SDK and embedded-web foundation, a managed apps and web service, or a custom-development engagement.
Shape Games uses Danish company number 33039468 and is a current Kambi subsidiary and front-end division. Its March 2025 privacy policy still says Shape Games A/S, while current Danish company-data mirrors record a conversion to Shape Games ApS from May 1, 2026. The number and business continuity match, but a proposal should confirm the current contracting entity and any license update after the legal-form change.
Shape Games Front End
Multi ProductFirst PartyAvailability: Standalone and BundledShape Games is Kambi Group's specialist front-end company and supplies a reusable native and web interface platform for sportsbook and casino journeys. The reviewed product is available as an SDK and embedded-web foundation, a managed apps and web service, or a custom-development engagement.
The scope can include betting-specific UX and UI, brand configuration, native iOS and Android applications, PAM, odds-feed, casino-provider, CRM and engagement integrations, app-store submission, optimization, maintenance, and support. The exact route matters: an SDK order, managed app, and bespoke delivery create different code, operations, and handover boundaries.
Shape Games is not the Kambi sportsbook engine. A front-end relationship does not automatically include Kambi's PAM, odds, trading, settlement, casino content, merchant services, operator license, or player-data responsibility. Those dependencies and roles must be named separately.
Integration: The statement of work should name the delivery model, Shape Games and Kambi contracting entities, front-end framework and version, operator and app-store accounts, PAM, sportsbook, odds, casino, CRM and engagement dependencies, design-system and source ownership, background IP, environments, data flows, accessibility, localization, testing, release authority, security, service levels, documentation, support, exit exports, and replacement assistance. Do not use a Kambi group relationship as a substitute for this allocation.
- Current Group Role
Kambi's April 2026 Q1 report continues to identify Shape Games as the group's front-end technology operation
Current group role, not universal contracting entity
- Independently Checked2026-07-13
- Legal Identity
Company number 33039468 continues across the public Shape identity, but current company-data mirrors show a May 2026 legal-form change from A/S to ApS that the supplier privacy page and Puerto Rico list do not yet reflect
Current legal name and authorization update require confirmation
- Unresolved2026-07-13
- Delivery Models
The current front-end page separates Native SDK and Embedded Web, Managed Apps and Web, and Custom Development routes
Current vendor-described delivery routes
- Vendor Reported2026-07-13
- Named Use
Kambi's BetCity extension says the operator uses Shape Games native app technology, while the Svenska Spel agreement assigns the sportsbook front end to Shape Games
Named vendor-reported deployments; outcomes not audited
- Vendor Reported2026-07-13
- Responsibility Boundary
The reviewed product material does not publish one universal allocation for source ownership, player data, app accounts, platform operations, merchant services, regulated decisions, or exit delivery
Requires proposal, architecture, security schedule, DPA, and contract
- Unresolved2026-07-13
Delivery options
Native SDK and embedded-web components give an operator a reusable Shape Games front-end foundation while the operator retains control of its wider systems and user journey.
- Operator license
- Operator
- Merchant of record
- Operator
- Player data controller
- Unknown
Included
- + Contracted native SDK and embedded-web components
- + Front-end framework, configuration, and documented integration points
- + The explicitly contracted sportsbook and casino interface surfaces
- + Maintenance, releases, and support stated in the order
Not included
- ! Kambi Turnkey Sportsbook, PAM, odds, trading, or casino content unless separately contracted
- ! Automatic ownership of the Shape Games framework or every background component
- ! Operator licensing, merchant, payments, player terms, or regulatory accountability
- ! Performance, conversion, retention, launch-time, or market-access guarantees
Managed Apps and Web combines front-end development, submission, optimization, platform integration, and ongoing support under a defined service order.
- Operator license
- Operator
- Merchant of record
- Operator
- Player data controller
- Unknown
Included
- + Managed native and web front-end delivery
- + App-store submission and packaging stated in the order
- + PAM and core-system integration within the contracted boundary
- + Ongoing optimization, maintenance, and support stated in the order
Not included
- ! The operator's gambling license or app-store account unless expressly delegated
- ! Automatic responsibility for the PAM, sportsbook engine, odds, payments, KYC, or casino content
- ! Unspecified regulatory, data-controller, security, or incident-response roles
- ! A universal 24/7 SLA inferred from the product page
A dedicated Shape Games team builds bespoke front-end features and interface designs around an agreed platform and integration architecture.
- Operator license
- Operator
- Merchant of record
- Operator
- Player data controller
- Unknown
Included
- + Discovery and front-end scope stated in the statement of work
- + Bespoke interface design and feature development
- + Named PAM, odds-feed, casino-provider, CRM, and engagement integrations
- + Testing, documentation, release, and handover expressly contracted
Not included
- ! Ownership of third-party systems, data, or supplier APIs
- ! Automatic assignment of Shape Games background IP or reusable framework code
- ! Sportsbook-engine, trading, settlement, wallet, merchant, or operator responsibility inferred from front-end work
- ! Any client or supplier outcome claim as a contractual forecast
- + The supplier separates an operator-controlled SDK route from managed and custom-development routes instead of presenting one vague front-end service.
- + Current product material covers sportsbook and casino interfaces across native and web channels and names the main integration classes.
- + BetCity and Svenska Spel provide named evidence for real front-end use, with the Kambi engine and Shape Games interface roles kept distinct.
- ! Confirm the current Shape Games ApS contracting entity and the treatment of licenses and contracts that still name Shape Games A/S after the May 2026 legal-form change.
- ! The reusable framework is supplier background technology; do not assume custom work transfers the framework, every source file, or third-party dependencies.
- ! A Shape Games front end does not automatically include Kambi's sportsbook, PAM, odds, trading, settlement, or regulated operating roles.
- ! Define operator and supplier access to player and behavioral data, telemetry, personalization inputs, app accounts, and production tools.
- ! Treat retention, conversion, speed, efficiency, uptime, and market-coverage language as marketing until a proposal supplies definitions and evidence.
- Shape GamesVendorchecked 2026-07-13— Privacy policy last updated March 10, 2025 names Shape Games A/S, Danish company number 33039468, at its Copenhagen address. It predates the later legal-form change shown in current company-data mirrors.
- VirmoIndependent Reviewchecked 2026-07-13— Current Danish company-data mirror records the same CVR number 33039468 and address, with the legal name changing from Shape Games A/S to Shape Games ApS on May 1, 2026. Direct CVR access was unavailable during review, so the identity remains partially verified.
- KambiVendorchecked 2026-07-13— Current Front End product page names Shape Games as Kambi's in-house front-end division and documents native and web delivery, PAM, odds-feed, casino-provider and CRM integration, plus SDK, managed, and custom-development routes. Marketing outcome claims are not reused.
- KambiVendorchecked 2026-07-13— Front End fact sheet separates SDK, Managed Apps, and Custom Development routes and describes sportsbook and casino interfaces, native apps, PAM and provider compatibility, app-store work, lifecycle management, and support. Network percentages and outcome claims are excluded.
- Kambi Group plcFilingchecked 2026-07-13— April 29, 2026 Q1 report continues to identify Shape Games as Kambi Group's front-end technology operation. It establishes current group activity, not the entity used in every customer order.
- KambiVendorchecked 2026-07-13— February 24, 2025 partnership extension says BetCity uses native app technology from Shape Games. This is named current-use evidence within the extended Kambi relationship, not an independent performance audit.
- KambiVendorchecked 2026-07-13— Named agreement assigns Shape Games the Svenska Spel sportsbook front end while Kambi supplies the sportsbook, making the product boundary and operator-control model inspectable. Later status and performance require separate confirmation.
- Puerto Rico Gaming CommissionRegulatorchecked 2026-07-13— Current supplier list names Shape Games A/S under license SBSP-2023-25 with an expiry of September 30, 2026. Because the list uses the pre-conversion legal form, procurement should verify whether and how the authorization was updated for Shape Games ApS. This is not global product approval.
