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“Customers seek personalised experiences, extensive player proposition bets and the ability to build highly customised wagers in real time,” Lamb says. “Meeting these modern expectations through manual trading is no longer realistic at scale.”
AI also helped Kambi reduce the delay between a customer selecting an in-play bet and being able to place it. Its dynamic live delay technology enables it to set bespoke live delay on an individual bet level, optimising the UX and alleviating friction. Across the Premier League and World Cup, Kambi reduced live betting delay by more than 40% between August 2025 and July 2026.
The result for customers was more choice, shorter suspension periods and faster bet acceptance. For operators, those improvements can support both customer retention and profitability.
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That impact, he argues, comes from preparation as much as product. Splash Tech works with partners to establish expectations and benchmark performance against relevant KPIs before launch. On the free-to-play side, the picture is similarly collaborative rather than automatic.
“Wherever there is investment from the operator or the platform in properly investing in the infrastructure needed to maximise the output of the product, we have seen great returns, ROI, on that investment,” Wilson says.
In other words, there is no magic “engagement” button. There are tools, expertise and an operator willing to put both to work.
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Since the Supreme Court’s PASPA decision in 2018, there has been an uptick on harassment against athletes from bettors. The collection of incidents, in the view of the industry, is typically construed as both troubling and prevalent. Against a backdrop of alarming threats in numerous sports, perhaps the most disconcerting occurred at the hands of Benjamin “Parlay” Patz, a California bettor.
Approximately 15 months after the high court’s ruling, Patz sent a series of explicit messages to four members of MLB’s Tampa Bay Rays, threatening to “sever” their necks open. Accused by federal investigators of targeting more than 300 accounts of pro and college athletes, Patz pleaded guilty in 2021 to transmitting threats in interstate or foreign commerce. Although a judge ordered Patz to undergo mental health treatment and abstain from gambling, he did not sentence the bettor to prison.
Years later, former Senate Judiciary Committee Chairman Dick Durbin convened a sports betting hearing in December 2024, the first federal hearing held on the subject in six years. Durbin, an Illinois Democrat, opened the hearing with an anecdote from March Madness the prior season. Despite recording a double-double in a win over Michigan State, former North Carolina center Armando Bacot received more than 100 threats on social media, Durbin told the committee. Bacot, who finished with 18 points and seven rebounds, drew the ire of bettors for missing the “over” on his rebound total.
