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“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.”
The way customers used the offering was equally instructive. Bets outside the match-winner market accounted for 63% of pre-match turnover, compared with 57% in 2022, reinforcing the importance of depth beyond traditional markets.
Post-World Cup, Kambi is now working to offer more shots-on-target options before matches and additional automated intervals in-play, creating further betting opportunities as games unfold.
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The arrests come amid a surge in burglaries targeting Illinois’ vast network of nearly 50,000 video gaming terminals.
Illinois Gaming Board data obtained earlier this year by the Chicago Sun-Times revealed that 502 gaming-related burglaries had been reported through June 22—already topping the 473 recorded during all of 2025. More than $1.5 million was stolen during the first half of 2026 across more than 100 municipalities.
The attacks have shown little sign of slowing. Earlier this month, law enforcement noted that a single crew is suspected in coordinated burglaries across Wheeling, New Lenox, and Peotone, where masked offenders armed with sledgehammers hit gaming venues within a 24-hour span.
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Promotional spending is nice and has proven to be an effective customer acquisition tool, but both sportsbooks and prediction markets would do well to emphasize bespoke experiences for clients because they’re looking for customization.
“Twelve percent of respondents have switched platforms because another offered personalization aligned with their interests, while 9% said recommendations based on their interests would make them more likely to try a prediction market,” concludes Fullstory.
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