Kambi unveiled an AI-focused brand and product strategy on September 2, 2026, as sportsbook suppliers compete to deliver faster trading, wider markets and more personalised betting products in Great Britain.

SBC News reported that the Malta-headquartered supplier is building its strategy around network data, automated trading and personalised bet-building.

The announcement was a company strategy and brand launch. It was not a new Gambling Commission rule, licence condition or enforcement decision.

Why the strategy matters in Great Britain

Kambi supplies technology to UK-facing operators including Virgin Bet and BetMGM UK. Its platform supports trading, pricing, risk management and customer-facing betting products.

LiveScore Group moved its UK-facing Virgin Bet brand onto Kambi’s sportsbook platform in July 2024. Kambi also powers BetMGM’s UK sportsbook through its partnership with LeoVegas Group.

The Gambling Commission’s public register lists Kambi Sports Solutions (Alderney) Limited under account number 39076.

  • Remote betting host licence: listed as active.
  • Remote gambling software licence: listed as active.
  • Remote pool betting licence: listed as active.

The register entry applies to Great Britain. It does not create a single gambling framework covering Northern Ireland, the Channel Islands or the Isle of Man.

AI and the growth of complex bets

Kambi said its network includes more than 70 partners across more than 100 regulated markets. The company said data from that network can support pricing, risk controls and the expansion of betting markets.

The supplier also cited betting data from the 2026 FIFA World Cup. Kambi said Bet Builder accounted for 22% of live bets during the tournament, compared with 3% in 2022.

Kambi presented the figures as evidence that customers are using more complex combinations while matches are in progress.

  • Kambi said its AI trading system handled the full World Cup tournament.
  • Its July 2026 results update reported more than 100 million bets across its Turnkey Sportsbook network before the final.
  • The company reported that live Bet Builder turnover was 10 times higher than in 2022.

These figures cover Kambi’s partner network, not the Great Britain market as a whole. They do not show customer profit or gambling harm.

The data also does not change the obligations on licensed operators. Those operators remain responsible for managing risk, protecting customers and complying with British gambling regulations.

Competition moves beyond odds

Kambi’s strategy brings its trading technology, Shape Games’ front-end products and Abios’ esports business under one brand approach.

The supplier is presenting AI as a way to expand the number of markets it can price and trade while reducing delays during live events.

For operators serving Great Britain, the commercial question is whether suppliers can offer more betting options without weakening reliability, controls or compliance.

Personalisation and automated trading may improve product speed. Operators remain responsible for how those tools affect customer journeys, safer gambling systems and marketing decisions.

The next test is practical: Kambi must show that its AI-led products deliver measurable value for British licence holders while operating within Great Britain’s rules.

The September 2 announcement did not include a new UK launch, licence or regulatory approval.