Kambi Group Plc and National Lottery AD, the leading private gaming company in Bulgaria, have signed an agreement for Kambi to provide its leading sports betting and technology services to the operator’s online 7777 brand.

With a customer base in excess of two million, 7777.bg is considered Bulgaria’s premier online lottery and gaming destination. Last year, 7777.bg added a sports betting service to its portfolio however, in order to meet growth objectives, National Lottery has decided to upgrade to Kambi’s award winning sportsbook.

National Lottery, which is fully licensed and regulated by Bulgaria’s State Commission on Gambling, already holds dominant positions in the lottery and gaming verticals and, following its partnership with Kambi, expects 7777.bg to become the country’s number one sportsbook.

It is anticipated 7777.bg will complete the switch to Kambi’s scalable and flexible solution during Q4 2017, at which point the brand will be fully equipped to gain sportsbook market share and compete effectively with Tier 1 operators.