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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.
‘Meeting these modern expectations through manual trading is no longer realistic at scale’
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“As Racing Post enters its 40th year, there is a real opportunity to use technology to engage new audiences, deepen the value we deliver to operators and make AI a practical capability across the business,” Gill commented.
In January, Spotlight outlined its 2026 Racing Innovation strategy, featuring two product releases.
Spotlight introduced its Smart View Tipping Feed and Racing Bet Builder for operators, with both products designed to provide modern, algorithm-driven tools that enhance customer engagement while simplifying the betting experience.
About Mines Land - Tongits, Scratch
In response to the penalties, Dabble Sports has agreed to a two-year court-enforceable undertaking. It has obliged the company to commission an independent review of its compliance systems. Dabble must develop a board-approved plan to implement these changes with appropriate resources.
An ACMA spokesperson reiterated: “BetStop is an important consumer protection measure, but it only works if wagering companies follow the rules.”
As of January 2027, BetStop will be further promoted as part of a reform package to gambling laws in Australia. Following a statutory review, the government committed to improving system usability and boosting promotional efforts. It is also committed to funding ACMA marketing to support BetStop and recovering operational costs from industry participants.
