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The 2026 World Cup was therefore the culmination of five years of development that had embedded AI throughout Kambi’s trading operations.

“In simple terms, what we have undertaken is a shift from machine-assisted human trading to human-assisted machine trading,” Lamb explains.

The shift means that rather than spending their time pricing and managing established markets, traders can now apply their expertise where human judgement has the greatest value, including developing and testing new products. AI removes many of the practical limits on what can be offered and priced, and manages the resulting scale and complexity. The result is greater efficiency for Kambi and a better service for its partners and their customers.

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On Wednesday, the Australian Communications and Media Authority (ACMA) found that Dabble Sports had failed to close 157 accounts belonging to customers who had enrolled in the self-exclusion programme. 

Furthermore, the company sent 839 electronic messages to 165 individuals who had self-excluded, along with a further 2,000 push notifications to 45 customers without including the mandatory BetStop information.

ACMA’s investigation revealed multiple compliance breaches, primarily concerning account management and marketing controls. 

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Polymarket also has marketing deals with Major League Baseball (MLB), Major League Soccer (MLS), the NHL and UFC.

While the Polymarket/Yahoo Finance situation is one of the earliest examples of a severed relationship between a prediction market operator and a media entity, that doesn’t mean those “divorces” will permeate the two industries.

There’s widespread belief that old guard media companies are incentivized to feature event contract data on their sites or reference it in select publications as a way of better connecting with younger readers and viewers.