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The aim is an on-demand sportsbook capable of offering the right bet to the right customer at the right time. Lamb believes Kambi’s network of more than 70 partners provides an important advantage in pursuing that goal. More than €17 billion in annual liquidity and billions of bets placed each year give its models a depth of information that can improve pricing, risk management and product development.
“The term AI is everywhere across the world of technology, and the betting and gaming industry is just one where its impact is being felt,” Lamb says. “Taking AI beyond being a buzzword, building and deploying the systems and automation necessary to maximise its potential and deliver the right results is the challenge each of these industries face.”
For Kambi, data must be combined with the knowledge of experienced traders who can direct the technology, scrutinise its output and identify where it can add value next.
About Fruit Feestje Oranje Jackpot
Faehrmann also hit back at the NSW’s latest gaming machine data that highlighted a record loss of $2.38 billion by NSW residents on pokies during Q2 of 2026.
The MP blamed the Minns Labor government’s reforms for the losses, claiming: “The gambling industry understands exactly what this government’s approach means and they love it: more reviews, more delays and more record losses.
“The question for Chris Minns is simple: how much more harm is he prepared to tolerate before he stands up to the gambling lobby?” she asked.
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Online casino is ultimately in the business of entertainment – and keeping players entertained means continuing to give them something that feels new. With consumers facing an abundance of competing ways to spend their time, repetition risks making it harder for any entertainment product to hold their attention.
While thousands of new casino games reach the market every year – with research suggesting the number of releases is growing by around 10% each quarter – volume does not necessarily equate to variety. Developing something genuinely different means taking a risk, while the industry’s familiar practice of reskinning existing games, or adapting mechanics and concepts that have already proved successful, offers a much safer commercial proposition.
For James Curwen, chief executive at Yggdrasil, the tension between the industry’s need for fresh content and the commercial realities of producing it goes to the heart of the challenge.
