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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.
What is Dragon Vs Tiger Gold Rush?
GO Ultra doubles feature spin counts for higher-intensity sessions, while expand and multiplier elements support bigger peaks. A strong fit for operators prioritising familiar regional themes with layered bonuses.
What is Dragon Vs Tiger Gold Rush?
Hurst is also a board member at Global Gaming Women, giving her firsthand experience of how networks, mentorship and role models can help women advance. She was previously recognised in iGB’s Most Influential Women list in 2024.
Another MIW 2024 alum, Lois Bright, who also founded of Women in Gaming Africa and co-founded Gaming Advisory Partners, says the group’s key achievement has been making women visible and helping them to progress into leadership roles.
“I think it’s given a boost to women in the sense that they have a platform for tangible change, not just them as individuals, but collectively as a movement,” Bright says.
