Executive insights from Kambi’s Festival of Sportsbook: shaping the future of sports betting today

A deeper look at ‘Sports betting in 2025 and beyond’ session at Kambi’s recent Festival of Sportsbook online content series

At the opening session of Kambi’s Festival of Sportsbook 2025, ‘Sports betting in 2025 and beyond: an executive view,’ leaders from across the industry shared their perspectives on the evolution of the sportsbook experience and how the most successful operators are already putting future-focused strategies into action. 

With contributions from CEO of Kambi, Werner Becher, COO of Rush Street Interactive, Mattias Stetz, CEO of LiveScore Group, Sam Sadi, and Deputy CEO at KTO, Jeff Tabone, the panel delivered clear insight into the trends shaping the next era of sports betting. From the growth of bet builder to the transformative power of AI and automation, a key message echoed throughout: sports betting’s future isn’t on its way; it’s already here.

Unlocking the potential of AI in sports betting

One of the most discussed topics during the session was the increasingly vital role AI is playing in sportsbook success. What was once considered an ambitious new frontier is now an operational necessity for leading sportsbooks. LiveScore Group CEO, Sam Sadi, captured its relevance by saying, “We have five strategic pillars currently in our business, and AI is the foundation of all five.” 

AI-powered pricing and trading now powers a significant portion of Kambi’s operator gross gaming revenue, currently standing at more than a third, with automated trading models enabling more accurate pricing, faster bet settlement and great scalability across events and new, complex markets. 

The importance of AI was echoed throughout the session, with speakers noting how AI is not only enhancing odds compilation and trading, but reshaping how products are built, personalised and delivered to players in real time. 

The transformative impact of artificial intelligence doesn’t stop with the product itself either, holding the potential to revolutionise other aspects of the industry. From streamlining operations to enhancing user acquisition strategies, each panelist emphasised how AI technologies are reshaping the way sportsbooks operate and engage with their customers.

The transformative impact of artificial intelligence doesn’t stop with the product itself either, holding the potential to revolutionise other aspects of the industry. From streamlining operations to enhancing user acquisition strategies, each panelist emphasised how AI technologies are reshaping the way sportsbooks operate and engage with their customers. 

Shift towards player and story-centric products 

The inaugural session of this year’s Festival also explored the growing importance of customisable products and bet offers.

From the surging demand for more bet builder options, to player props and micro markets, bets are more narrative-driven and tailored to how fans engage with live sports, as Becher put it: “Sports fans want to bet on storylines in games, not simply the moneyline or overs/unders. They want their own storylines based on how they see things unfolding.” 

Stetz expanded in discussing the launch and success of BetRivers’ Prop Central, which presents multiple player prop wagering options in one location. All this is part of a broader effort to create a more intuitive, story-driven betting experience that reflects how fans today consume sports content. 

Emerging markets and regulatory maturity 

Looking outward, the session also examined the global regulatory landscape for sports betting including Brazil, a focal point of interest following the launch of its regulated market earlier this year, and the rise of markets throughout Asia and Africa. 

Brazil has heralded both challenges and opportunities for operators. As Tabone from KTO pointed out on the panel, players in the region have adapted to regulated sports betting, but challenges such as lofty taxation and the continued existence of black market sports betting still exist. Navigating this regulatory landscape is crucial for companies looking to establish a foothold in this vibrant market and capitalise on its growth potential, he said. 

While technology is critical in emerging markets, the panelists agreed that adaptability to market shifts, regulation and player preferences is what ultimately drives long-term success. Those who are agile and well-prepared will be best positioned to succeed.  

The panel concluded with a question surrounding key elements to be optimistic about in the industry in the coming years. Sadi pointed out the Asian market, citing its combined market size, economic growth and experience from bettors, many of whom currently use offshore betting sites. As regulatory environments evolve in these areas, companies will be looking to position themselves to capitalise on emerging opportunities and establish a strong presence in these promising markets.  

By navigating regulatory challenges, embracing technological advancements like AI, and staying ahead of market trends, operators can position themselves for success in a rapidly changing environment.