Triple Chili

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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.

Then there are the financial implications, namely new revenue streams. Prediction market operators typically pay media companies to integrate their data while some outlets also earn referral commissions for driving new business to yes/no exchanges.

At least one well-known cable network has a financial stake in a major prediction market operator.

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Stella David, Entain’s CEO, called for the government to move ahead with the ban immediately, arguing clubs were already aware of the planned changes.

“Premier League clubs that have struck new deals with unlicensed gambling operators knew the risks,” she said. “The government made clear in February that it would bring in a ban and it should do so immediately: even if that means clubs ordering new kit mid-season.

“Inconvenience is not an excuse for inaction.”

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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.