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As Spain celebrated the successful end of their campaign, Kambi was reflecting on a significant achievement of its own. For the sports betting technology provider, the tournament represented a major technological milestone: its first World Cup traded entirely by AI.

Across 104 matches and more than 100 million bets, AI handled every stage of the pricing lifecycle – from ingesting data and creating the offering to managing liabilities and settling bets. The platform recorded zero downtime, delivered an operator trading margin of 18% and, during the final alone, processed more than one million unique bet combinations.

Kambi had set itself the ambitious target of delivering the entire tournament through AI. By the time Spain lifted the trophy, it had provided compelling evidence that automated trading could withstand the scale and intensity of sport’s biggest betting event while improving the experience offered to operators and their customers.

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But Entain found 11 of the current 20 Premier League clubs still hold sponsorship or advertising arrangements with operators that don’t hold a UK licence, up from the government’s estimate of eight.

The deals include sleeve sponsorships, stadium branding and training kits.

Just last week, Sunderland announced the crypto casino and sports betting platform Shuffle as its new official sleeve partner, in what was described as a “multi-year partnership”.

What is Slots Casino - Jackpot Mania?

Personally, the journey at Calvinayre.com has been about the great people I’ve been lucky enough to work with. It’s a rare thing in the world to be able to find great people to work with. I want to thank two former bosses who encouraged me to chase my passions in this industry. AD, a former Calvinayre.com editor and T2 who took a chance on me as well.

I don’t know what I’m going to be doing next, but I know I want to stay in the casino industry. It’s an industry I always come back to and love.

Reach out anytime for a laugh, talk shop or share ideas. I can be found on Linkedin, Twitter, Facebook and Muckrack.