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The report utilised various methods to estimate the size and scale of Europe’s black market, including web traffic, digital marketing, macros data and regulations in place across the 28 markets surveyed.
Helios, a specialist consultant in gambling web traffic, analysed the number of black market websites actively marketing across the 28 markets included in the report, between March and May.
This data was cross referenced with SimilarWeb traffic analysis to confirm the scale of activity. In some markets, the number of illegal sites being actively marketed was much higher than those that have local licences to operate.
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“We are deliberately not pursuing an aggressive expansion agenda in the early months,” he explains. “We want to prioritise integration and consolidating our existing positions first, and only look at new market entry once we are confident the operational foundations are in place.”
Some analysts have questioned whether this deal marks the beginning of an M&A spree for GiG as it looks to re-enter the B2C space.
But that isn’t the case according to Richards: “We are not signalling plans to re-enter B2C elsewhere; Africa is a distinct case: a high-growth, underpenetrated region where owning a local operator makes strategic sense in a way it may not elsewhere.”
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While simulations and validation exercises had helped Kambi prepare for the traffic and operational demands of the 2026 World Cup, testing could not establish how performance would compare with the wider market once the football began.
Independent analysis by Bettormetrics found Kambi partners either led or shared the lead on measures including time to market, live uptime and bet delay. It also outperformed its B2C and B2B competitors on live uptime in World Cup markets including over/unders on total goals.
“All the testing in the world cannot tell you precisely where you stand against the rest of the market on key aspects of the product,” Lamb says. “It was very positive to see Kambi as a leader in these key metrics.”
