Kambi Sees Regulatory Complexity as Opportunity for Sportsbook Growth

Highlights

• Kambi believes technology can help operators manage increasingly complex betting regulations.
• Its regulatory tools and turnkey sportsbook model are designed to support faster market entry.

Growing regulatory complexity across global betting markets could create opportunities for sportsbook technology providers, according to Kambi’s director of operational compliance, Paul Finnigen.

Sportsbook operators are increasingly required to manage different rules covering responsible gambling, reporting, technical certification, advertising and betting markets across individual jurisdictions.

The challenge is now visible in the USA, where different states have varying restrictions on sports betting markets. Kambi also uses its Dynamic Filtering Engine to adjust the availability of sports, leagues, betting markets and players according to local regulatory requirements.

Finnigen said that embedding compliance capabilities directly into sportsbook technology can allow operators to respond more efficiently when regulations change.

Kambi also pointed to the growing role of technology in sportsbook differentiation. During the 2026 FIFA World Cup, the company increased the proportion of its trading powered by artificial intelligence to around 100%.

Player behaviour also shifted towards more personalised betting products. Kambi reported that Live Bet Builder represented 20% of live bets during the tournament, compared with 3% during the 2022 World Cup.

As regulated markets continue to expand, Kambi believes operators will increasingly need platforms capable of adapting quickly to regulatory changes while maintaining a consistent customer experience.

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