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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.
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Seoheng said the network’s launch comes as Africa’s online gambling market continues to expand, marking stronger player protection and responsible gambling measures increasingly important.
One of the founding members of the ARGN is GamblePause Initiative Africa, founded by Ladipo Abiose Akolade.
Akolade said the ARGN was established to address the fragmented nature of responsible gambling efforts across Africa and create a platform for greater collaboration between organisations working in the space.
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The department said the guidance had been designed to “improve consistency across the sector and help prevent similar issues from occurring in future”.
In May, an investigation under the title “Operation Turbo” charged an Auckland man on eight counts under the Gambling Act.
The man was charged in connection with two illegal poker venues allegedly operating in central Auckland.
