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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.
About Raging Bull
According to a joint press release, the combined company would hold “undisputed leadership positions” in both Italy and Spain, with the group set to hold a duel listing on the Milan and Spanish stock exchanges.
The group is expected to have an addressable market of up to €34 billion when combining all its available markets, including Portugal, Mexico and Colombia.
Lottomatica’s online and omnichannel capabilities are expected to accelerate Cirsa’s expansion in online gaming.
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These include shared hosting, DNS clusters, source-code strings, tracking systems, logos and favicons. The system can also follow redirects and other mechanisms that may not be visible through a conventional web request.
A website might initially appear to be a normal local site, while behind it sits an iframe, JavaScript redirect or a chain of other pages leading to the actual gambling destination.
“You have to follow that chain,” Madsen says. In some cases, that chain can involve multiple layers. “A site might redirect ten times before reaching the actual destination.”
