Shape Games

Shape Games is Kambi Group's specialist front-end company and supplies a reusable native and web interface platform for sportsbook and casino journeys. Buyers can take an SDK and embedded-web foundation, a managed apps and web service, or a custom-development engagement.

Page updated August 13, 2026

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Company details

Named companyShape Games ApS

Organization typecompany

Statusactive

ParentKambi

Websitewww.shapegames.com

Research checkedJuly 13, 2026

Main categoryiGaming Technology Service Providers

Shape Games uses Danish company number 33039468 and is a Kambi subsidiary and front-end division. The company converted from Shape Games A/S to Shape Games ApS on May 1, 2026, while some contracts and license records may still use A/S. A proposal should confirm the current contracting entity and any license update after the conversion.

Buyer decision brief

Use this summary to decide whether the offer belongs on your shortlist and which terms need a written answer.

iGaming Technology Service Providers iGaming UX, UI & Front-End Partners

Fit and use case

Editorial fit

Licensed operators that need betting-specific native or web interface technology and can define the surrounding sportsbook, PAM, casino, data, app-account, compliance, merchant, and handover architecture.

Primary offer: Shape Games Front End

Primary offer delivery

Software license
Managed service
Custom development

Integration boundary: Name the delivery model, Shape Games and Kambi contracting companies, framework version, operator and app-store accounts, and every PAM, sportsbook, odds, casino, CRM, and engagement dependency.

iGaming Technology Service Providers checks before shortlist

Split the program into development, infrastructure, UX, platform, and product scopes, then assign one accountable owner and acceptance boundary to every dependency.
Verify the contracting and delivery entities, named specialists, subcontractors, locations, reusable components, third-party services, and support chain for the proposed team.
Test the real architecture and regulated journeys with failure cases, security and data controls, operational monitoring, acceptance evidence, and production handoff.

Open the iGaming Technology Service Providers comparison

Confirm every selected term in the proposal and signed order. No price, market approval, availability, or contracting entity is implied unless it is stated above.

What this provider offers

1 offering

OfferingShape Games Front End
TypeUX Design · Multi Product
Ownership and packagingFirst Party · Standalone and Bundled
DeliverySoftware License, Managed Service, Custom Development
Compare in
- iGaming Technology Service Providers · Service Provider
- iGaming UX, UI & Front-End Partners · Service Provider

Shape Games Front End

Multi ProductFirst PartyAvailability: Standalone and Bundled

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.

Products

Native SDK and Embedded Web: Reusable front-end framework and components for an operator team that wants greater control of its own systems and user journeys.

Managed Apps and Web: Managed front-end development, app submission, integration, optimization, maintenance, and support within an agreed service boundary.

Custom Development: Dedicated design and engineering for bespoke interface features and product journeys around named platform dependencies.

Integration: Name the delivery model, Shape Games and Kambi contracting companies, framework version, operator and app-store accounts, and every PAM, sportsbook, odds, casino, CRM, and engagement dependency. Define design-system and code ownership, data flows, accessibility, testing, release authority, service levels, support, and exit exports. The Kambi group relationship does not allocate these responsibilities by itself.

Key facts

Shape Games remained Kambi's front-end technology operation in April 2026
Shape Games changed from A/S to ApS in May 2026 under the same company number 33039468; older legal and licensing records still use A/S
Shape Games offers Native SDK and Embedded Web, Managed Apps and Web, and Custom Development
BetCity uses Shape Games native app technology, while Shape Games supplies the Svenska Spel sportsbook front end
Source ownership, player data, app accounts, platform operations, merchant services, regulated decisions, and exit delivery have no universal allocation

Delivery options

Software License

Delivery model

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 Service

Delivery model

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 unless it appears in the signed order

Custom Development

Delivery model

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 figure as a contractual forecast

Best for: Licensed operators that need betting-specific native or web interface technology and can define the surrounding sportsbook, PAM, casino, data, app-account, compliance, merchant, and handover architecture.

Strengths

+ The supplier separates an operator-controlled SDK route from managed and custom-development routes instead of presenting one vague front-end service.
+ Shape Games supports sportsbook and casino interfaces across native and web channels with distinct integration classes.
+ BetCity and Svenska Spel use Shape Games front ends, with the Kambi engine and Shape Games interface roles kept distinct.

What to verify in procurement

! 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.
! Retention, conversion, speed, efficiency, uptime, and market-coverage figures are noncontractual unless the proposal defines their measurement and baseline.

Reference documents7

Key public documents supporting the company identity, primary offer, delivery route, and highest-priority questions above.