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“To this point, sportsbook product creation has largely been guided by a trading department’s ability to profitably price and risk-manage certain bet offers,” Lamb says. “AI trading lifts those limitations, while also enabling that existing human expertise to be leveraged more effectively.”
The 2026 tournament demonstrated why Kambi believes this total integration of AI is necessary. Sportsbooks are no longer built primarily around match results and traditional pre-match markets. Bettors increasingly expect to construct wagers around individual players and specific moments within a game.
The number of Bet Builder bets on the 2026 World Cup doubled compared to the 2022 tournament, with the increase particularly pronounced in-play, where seven times as many live Bet Builders were placed. They accounted for 22% of all live bets, compared with just 3% four years earlier.
How to play Black Bull
For any consumer-facing businesses, a suspension is likely existential and such appears to have been the case here. But wider implications have to be considered before the two sites are binned forever.
The Commission’s intervention followed hot on the heels of the £600,000 regulatory settlement with QuinnBet, announced eight days earlier.
Its findings contained an all-too-familiar combination of ineffective systems, delayed interventions and inadequate source-of-funds controls. One customer placed approximately 4,800 bets in one day and 7,000 the next without being flagged. Another, whose payslips showed monthly earnings of about £2,000, deposited and lost £9,000 in four days.
How to play Black Bull
Evoplay Entertainment now powers SlotCube’s social casino portfolio
Pioneering provider boosts player reach with comprehensive deal
Game developer Evoplay Entertainment has partnered with SlotCube – introducing the social casino operator’s European-based players to a high-tech suite of premium quality casino titles.
