The FIFA World Cup in New Jersey marked a significant milestone for Kambi, as the sportsbook technology provider managed the entire tournament with its fully AI-powered trading platform. Over the course of 104 matches and more than 100 million bets, Kambi’s artificial intelligence handled every aspect of the pricing lifecycle, from data ingestion and market creation to real-time risk management and settlement.
The platform operated with complete reliability and achieved an operator trading margin of 18%. During the final match alone, over one million unique bet combinations were processed, demonstrating the scalability and robustness of Kambi’s AI solution.
Evolution of AI in Kambi’s Trading Operations
Kambi’s journey towards fully automated sports betting trading began in 2021, with incremental AI integration throughout major competitions. By the time of the 2026 World Cup, AI was responsible for trading more than 70% of bets across the Kambi network, including all football and tennis events. This shift allowed human traders to focus on areas where expert judgment is most valuable, such as developing new products and refining betting markets.
Enhancing the Sportsbook Experience
According to Oliver Lamb, SVP of trading at Kambi, moving from machine-assisted human trading to human-assisted machine trading has eliminated many traditional constraints. With AI managing complex pricing and risk, the company can offer a broader range of betting options and deliver a faster, more personalized experience for both operators and customers.
Bettors’ preferences have shifted towards customized wagers and player-focused markets. The number of Bet Builder bets during the World Cup doubled compared to the previous tournament, and in-play Bet Builder activity increased sevenfold, accounting for 22% of all live bets. These trends highlight the increasing demand for personalization and real-time betting flexibility.
Operational Efficiency and Live Betting Improvements
Kambi has also advanced its dynamic live delay technology, reducing the average bet placement delay by over 40% across major football events. This development results in quicker bet acceptance and shorter suspension periods, both of which are crucial for customer satisfaction and retention. For operators, these enhancements translate into improved profitability and competitive advantage.
Independent analysis by Bettormetrics confirmed that Kambi partners led the industry in metrics such as time to market, live uptime, and bet delay during the World Cup. Kambi’s network outperformed both B2C and B2B competitors in key live betting markets, including total goals over/unders.
Future of AI in Sports Betting
With AI now deeply embedded in its trading ecosystem, Kambi is expanding automated trading to additional sports, including basketball, ice hockey, and American football. The company continues to innovate, aiming to deliver on-demand sportsbook experiences that offer the right bet to the right customer at the right time.
Post-World Cup, Kambi is focused on introducing more pre-match props and automated in-play betting intervals, further enhancing player engagement and betting opportunities as matches unfold.
For more details on Kambi’s AI advancements in sports betting technology, visit the official Kambi news page.