Sustainable advantage comes not from scale alone, but from the ability to turn data, technology and expertise into connected intelligence. This is why being part of a powerful network is becoming one of the industry’s most valuable assets.
The sports betting operators that win in the years ahead will not simply be those with the biggest budgets or the largest existing market share. They will be the ones able to turn technology, data and intelligence into a lasting competitive advantage.
At Kambi, we believe that advantage comes from the power of our network.
Every bet placed, every market traded, every event priced, and every player interaction generates valuable intelligence. The question then becomes; how effectively can this intelligence be harnessed?
When data, technology, AI capability and trading expertise operate as a connected system rather than in isolation, the result is something far greater than the sum of its parts.
A network that gets stronger over time
The Kambi network continues to grow and currently spans more than 70 partners across 100+ regulated markets, and processes more than €17 billion in turnover annually.
The scale creates a powerful feedback loop, using every bet placed to generate real-world intelligence that can help refine pricing, improve risk management and inform how the sportsbook product evolves. This means the experience and betting activity of one partner can contribute to better performance across the wider network.
With 1.5 billion bets processed by the network in the past 12 months alone, that intelligence is generated at enormous scale. And because 99% of turnover comes from locally regulated markets, it provides a durable source of betting intelligence from markets where Kambi can operate for the long-term.
That is the network effect in practice: betting activity generates intelligence, which improved the technology and trading models, and those improvements can be applied across the wider network.
AI compounds network advantage
The conversation around AI has become impossible to ignore, but AI is only as powerful as the data, technology and expertise behind it. At Kambi, it is already being applied at scale, with approximately 75% of betting activity on the Kambi network now being traded by AI.
The scale is important, as Kambi combines billions of bets from real-world betting activity with decades of trading expertise and proprietary sportsbook technology, giving our AI systems the data and context needed to continually refine pricing, manage risk and identify new betting opportunities.
The impact can be seen in the depth of the sportsbook offering as well. The scale of possible betting combinations was on full display during the 2026 World Cup Final, when Kambi’s technology enabled more than one million unique Bet Builder combinations, demonstrating how AI-driven trading can support richer and more dynamic betting experiences at scale. Meanwhile, 65% of Bet Builder bets during the entirety of the 2026 World Cup contained at least one player prop, up from 25% at the 2022 tournament.
AI is also contributing beyond the breadth of the offering. By automating more of the trading process, it can help to improve pricing, resulting in reduced soccer live betting delay by more than 40% between August 2025 and July 2026, as well as reduced bet rejection rates. This allows AI to handle trading at greater speed and scale, while expert traders continue to provide the context, judgement and oversight needed to ensure quality and control.
The impact is measurable. From 2023-2025 Kambi’s trading margin showed upward growth of 9%, 10%, and 11%, respectively, with a 12% margin during H1 2026. This reflects the benefits of continued network intelligence, AI-powered technology and human expertise working together to turn real-world betting activity into greater, combinability choice and improved sportsbook performance.
Building towards more dynamic experiences
Player expectations continue to evolve and consumers increasingly expect experiences that are personalised, responsive and relevant to their interests.
Delivering on those expectations requires more than innovation in isolation. It requires the ability to understand patterns, identify opportunities and adapt in real time. Increasingly, this also means enabling operators to deliver more dynamic betting experiences.
The opportunity is to make the sportsbook feel less like a catalogue of pre-set markets and more like a live, intelligent layer around the sporting event. Instead of simply presenting every player with the same list of options, technology can help surface relevant markets, combinations and moments based on how players are engaging with the sport
The foundations for this shift are already being built. Kambi’s network provides the betting and behavioural intelligence to understand demand, while its AI-powered trading and sportsbook technology provide the ability to act on that intelligence at scale. During the 2026 FIFA World Cup, Kambi partners recorded 95% uptime on O/U goals markets across the tournament, according to Bettormetrics, demonstrating the importance of having the technology and infrastructure to deliver these experiences reliably when demand is at its highest.
The future of the sportsbook is therefore not simply about offering more markets. It is about making a much broader range of opportunities easier to discover, more relevant to the player and available when they matter by turning the sportsbook from a static catalogue into a more dynamic experience. With large language models overlaid with Kambi’s proprietary sportsbook technology, that experience can move beyond search to creation, enabling players to prompt and generate more personalised, relevant betting opportunities in real time.
A proven edge
As the sports betting industry enters its latest era, success will be defined not simply by who has the most technology or the broadest access to AI, but by who can extract the greatest value from the connections between data, expertise and innovation. In an environment where AI tools are becoming more widely available, the real differentiator is the ability to combine proprietary network intelligence with the technology and trading capability required to turn that intelligence into performance.
At Kambi, that belief sits at the heart of our strategy, because when operators join a powerful network, they gain more than a sportsbook solution, they become part of an ecosystem designed to learn, improve and create value every day.
Whether through our Turnkey Sportsbook or Odds Feed+ solutions, partners benefit from intelligence built on billions of bets, decades of trading expertise and a technology platform designed to translate data and AI capability into a network advantage that becomes more powerful over time.