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“The gaming industry operates in a highly competitive talent market, particularly for digital, technology, data, AI and product roles,” he says.

Skinner also says perceptions of the industry can hinder recruitment.

“Many talented individuals simply don’t understand the breadth of careers available in gaming and lotteries, while others have preconceived views about the sector itself,” he continues.

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It also said Spectrum was able to “specifically corroborate” Black Cube’s claims that Evolution’s games were accessible and generating revenue in several “prohibited locations”. These included Hong Kong, Singapore, the United Arab Emirates and Saudi Arabia.

Evolution has for several years denied any involvement in illegal activity. In a statement to iGB in November, the company said its defamation litigation aimed to hold Playtech and Black Cube “accountable for its wrongdoing” and to protect shareholder value.

The report also revealed that Evolution had ignored virtual currency risks, as they had accepted wagers in said currency without triggering the enhanced due diligence normally expected in such cases.

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“To this point, sportsbook product creation has largely been guided by a trading department’s ability to profitably price and risk-manage certain bet offers,” Lamb says. “AI trading lifts those limitations, while also enabling that existing human expertise to be leveraged more effectively.”

The 2026 tournament demonstrated why Kambi believes this total integration of AI is necessary. Sportsbooks are no longer built primarily around match results and traditional pre-match markets. Bettors increasingly expect to construct wagers around individual players and specific moments within a game.

The number of Bet Builder bets on the 2026 World Cup doubled compared to the 2022 tournament, with the increase particularly pronounced in-play, where seven times as many live Bet Builders were placed. They accounted for 22% of all live bets, compared with just 3% four years earlier.