AI, scale and esports take centre stage as Kambi’s 2025 Festival of Sportsbook showcases how today’s leading sportsbooks are already putting the future into practice
Kambi’s fifth annual Festival of Sportsbook recently brought together thought leaders, operator partners and industry experts to explore the technologies and strategies shaping the future of sports betting.
This year’s central theme, the future is now, resonated across every session. With topics ranging from AI-powered pricing and trading to the rise of esports, one thing was evident throughout; the technologies, strategies and player behaviours reshaping the sportsbook experience are no longer concepts but are already defining today’s most successful operators.
What was once a buzzword, AI is now fast becoming a critical component of today’s most ambitious, premium sportsbooks. Throughout the Festival, attendees heard how automation is enabling more scalable and profitable sports betting products, especially as Bet Builder, player props and micro markets grow in popularity, volume and complexity.
During the second session of the Festival, ‘AI trading in action: more than just potential’, Kambi’s SVP of Trading, Simon Noy, said: “The market-leading betting product of the future will be so complex that it must be automated to produce it in a scalable and profitable way.”
At Kambi, AI-powered trading already accounts for more than a third of operator GGR while many operators which have fully embraced the potential of AI are also seeing the benefits through the user experience and operational efficiency. “We have five strategic pillars currently in our business and AI is the foundation of all five of those,” said Sam Sadi, CEO of LiveScore Group during the first session: ‘Sports betting in 2025 and beyond: an executive view’.
As the sportsbook offering expands and becomes more complex, so must the player experience evolve in line with these trends. One of the key takeaways of this year’s Festival was the transformation of player engagement strategies through real-time data, predictive models and delivery of personalised content to boost the user experience. “What we see time and time again is that the more personalised and real-time experience we can deliver the more that will drive retention and player loyalty,” said Robbie Sexton, Director of Partnerships & iGaming of Kambi Engage partner Xtremepush during the ‘Solving the player engagement challenge’ session.
A key theme during the sessions was how operators who understand their customers’ values and behaviours can create a dynamic and relevant betting experience that not only retains but re-engages the player. The use of AI is once again powering this shift, providing meaningful insights at the player level to inform promotions, content and product presentation.
It’s no secret that the modern sportsbook must be flexible, agile and scalable to sustain success – yet another theme that ran deep through the Festival’s discussions. As regulated markets continue to expand globally and player expectations evolve, scalability is fast becoming a necessity as Kambi’s Chief Commercial Officer Sarah Robertson discussed in her ‘Why scale matters’ session. “Scale matters not just in size but in the ability to adapt and innovate quickly,” she said.
With a strong data foundation and global scale, operators can move faster, innovate more confidently and manage global risk with greater precision and accuracy. Those plugged into scalable trading networks and shared intelligence such as Kambi’s global partner network are gaining a decisive edge.
While this year’s Festival tackled the key areas of growth within the industry, it also spotlighted emerging markets like esports. While betting on esports may once have been seen as niche, it has proven to be a long-term sportsbook growth engine thanks in part to always-on content such as esoccer and ebasketball.
With more investment industry-wide, a maturing ecosystem, and a new generation of digital-native fans, esports has become a vital part of the sportsbook portfolio. In the final session of the Festival, ‘From niche to necessity; why esports must be on your product roadmap’, members of Kambi’s Esports division, Abios, addressed the potential of the vertical. Abios’ Managing Director, Anton Janer said: “Esports is on a trajectory to potentially surpass traditional sports in the next decade.”
With this is mind, forward-thinking operators are no longer just monitoring the space, they’re investing in it as part of a future-proof sportsbook strategy.
Throughout the two-day event, the overarching message of Kambi’s 2025 Festival of Sportsbook was clear – the future is now. The tools and strategies that once seemed visionary are now an integral part of success. Those who move now to adapt flexible services, invest in AI and prioritise personalised player experiences aren’t just ready, they’re already a step ahead.
Missed a session or want to explore specific topics in more detail? Every session from the Festival of Sportsbook is now available to stream below
