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By 2026, the technology had already been tested across several seasons of top-level competitions including the Premier League and Champions League. AI now trades more than 70% of bets across Kambi’s network, including all football and tennis.
The 2026 World Cup was therefore the culmination of five years of development that had embedded AI throughout Kambi’s trading operations.
“In simple terms, what we have undertaken is a shift from machine-assisted human trading to human-assisted machine trading,” Lamb explains.
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Nobody is predicting the end of gambling. The market is still growing. Good operators are still making money. New products are emerging.
But what has changed is what shareholders want those companies to prove – and the price they are willing to pay for that proof.
Fantini points to land-based examples like Red Rock Resorts and Monarch Casino as companies that can still attract capital because they offer sensible growth and strong management. That is a telling comparison with the industry’s recent past.
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The reforms, announced at the end of August, introduced a package of what it referred to as “evidence-based” legislation.
As well as a statewide exclusion register, the package also set out to reduce the number of poker machines from the current figure of 87,000 across 2,100 clubs and hotels.
The government said it aims to achieve this by increasing the forfeiture rate when gaming machine entitlements are traded from one in three to one in two.
