Kambi says AI now processes over 70% of network bets

Kambi has disclosed that artificial intelligence now processes more than 70% of betting activity across its network, as the sportsbook supplier positions the technology as core infrastructure rather than a recent add-on.

Speaking to SBC News, Kambi's SVP Trading Oliver Lamb said the company's advantage stems not from AI alone but from pairing it with over 15 years of accumulated trading, pricing and outcome data. He described the edge as something that "doesn't really come from just the AI on its own."

Kambi began building its AI trading capability in 2021, with the technology proven in live production by 2022. By 2024 it was fully embedded across the company's trading operation, and this year the system was expanded to handle multiple sports simultaneously.

The AI generates and updates prices in real time, learning continuously from both historical results and live trading activity. Kambi says this supports more accurate pricing and stronger margin protection for operators, alongside greater scope to launch complex products.

Because Kambi operates a network spanning multiple operators and markets, its models can draw on a wider pool of trading patterns than any single operator could access alone. Lamb said network-trained models "can learn from a broad set of trading patterns that a single operator by themselves couldn't see, detect, or build around."

Real-time monitoring within the system flags shifts in model performance, risk exposure and unusual betting behaviour as they happen, which Kambi says contributes to fewer rejected bets and stronger platform uptime.

The technology is being applied to increasingly complex betting products, including Bet Builders, player props and in-play markets, which carry greater pricing and risk-management demands than standard single-market bets. One feature highlighted is dynamic live delays, allowing individually tailored in-play delays at the level of a single bet to help protect margins without slowing the betting experience.

Lamb said these capabilities are not achievable through manual trading processes at the scale Kambi's network operates, meaning the trading engine must keep pace as betting behaviour shifts.

This summer's FIFA World Cup served as a stress test for the system under sustained, high-volume global demand. Kambi said it delivered automated trading across all 104 matches of the tournament with 100% uptime, while offering a wide range of combinable betting options.

Lamb framed the tournament as proof of infrastructure built over several years rather than a marketing exercise, saying: "Automated trading across every match, no downtime at that volume. That's what AI trading and risk excellence at Kambi is meant to mean in practice, not just a strategy deck or a thought experiment."

Kambi said the same trading engine and network intelligence demonstrated during the World Cup remain available to its operator partners, forming a base it expects to carry into future major sporting events.