Kambi achieves record-breaking FIFA World Cup with over 100 million bets

The international sports betting provider Kambi and its network of Turnkey Sportsbook partners have presented impressive figures for the recently concluded FIFA World Cup. The company recorded over 100 million placed bets, highlighting the growing popularity of specific and higher-margin betting options. This development shows a clear trend away from traditional single bets towards more complex game variations. This variety, in particular, seems to captivate players and leads to higher engagement. I have also observed how the market is changing here. For a long time, classical win bets were the standard. But now we see how innovative approaches in sports betting are attracting attention. Player engagement is increasing, which is directly reflected in revenue. The industry remains dynamic, and that is precisely what makes it so exciting for me. You have to keep up with the times and understand what the customer wants. Kambi has apparently had the right touch, or rather, used the right algorithms. Technology plays an increasingly crucial role. It is no longer just intuition that counts, but hard data and clever software. This is the future of the sports betting business, also in Germany. With every new development, new challenges also arise, especially with regard to regulation and player protection. Because where there is more complexity, there must also be more clarity and security. This should not be forgotten when talking about such record figures. The German State Treaty on Gambling 2021 (GlüStV 2021) is a good example of how the legislator tries to keep pace with this development and create a safe framework. For providers, this means constantly staying on the ball and adapting. Even if international companies like Kambi are driving innovation, the effects are also noticeable in Germany.

Numbers and facts

Over 100 million bets were placed during the FIFA World Cup via Kambi's global partner network. After just 102 of the 104 games, a significant increase was observed in bets on specific player performances and the so-called Bet Builder. This type of betting, where multiple events within a game are combined, reduced reliance on traditional market strategies and increased player engagement. This led to a strong increase in betting turnover per game and a higher average stake compared to the 2022 World Cup. The semi-finals each recorded over 700,000 unique Bet Builder combinations.

The data showed some interesting trends compared to 2022. Pre-match Bet Builder turnover increased by 3.6x. The average number of selected events in a pre-match Bet Builder is now 3.5, compared to 2.9 in 2022. Bets on a player's shots on target were the highest-turnover pre-match Bet Builder option, generating twice the turnover of the classic "Match Winner" market. The share of pre-match turnover from bets other than the classic winner bet increased from 57 percent to 63 percent. Even more impressive was the increase in Live Bet Builders, whose turnover grew tenfold. Here, shots on target were the most popular live bet, accounting for 15 percent of live turnover. Kambi attributes this success to its AI-powered trading platform. This platform made it possible to fully algorithmically create and trade bets both before the match and live. Furthermore, Kambi was able to improve efficiency and scalability and provide a broader, deeper betting offering. This resulted in product improvements such as expanded Player Props markets and increased Bet Builder combinability. Suspension times were also reduced, live delays minimized, and uptime enhanced.

Background

Kambi is a leading sports betting provider that offers partners fully managed sports betting technology and services. The company is known for its advanced algorithms and data analytics, which enable a wide range of betting markets. The FIFA World Cup 2026 was an important testing ground for Kambi's innovative technologies, especially for the completely AI-controlled betting offers. The ability to quickly respond to player interest in more complex betting types has given Kambi a competitive advantage. This is reflected in the impressive figures and the positive development of the margin, even in a tournament where the top favorites reached the semi-finals and top scorers frequently scored.

Werner Becher, CEO of Kambi, emphasized the importance of this development: > „Surpassing 100 million bets before the final demonstrates both the scale of our network and the progress we are making in sportsbook innovation. This is the first World Cup fully traded by our AI-powered capabilities and we've seen the impact in stronger product performance, greater engagement with player props and Bet Builder, and a betting mix that continues to evolve beyond traditional markets. At a tournament where results have not always been favourable for some bookmakers, these advances have enabled us to continue performing strongly and delivering for partners.“ - Werner Becher, CEO of Kambi

This statement underlines Kambi's strategic focus on technology and personalized betting offers as key factors for future growth.

Why it matters for German players

For German players, this trend means a constantly evolving landscape of sports betting. Even if Kambi speaks of a global network here, the technological developments and preferences for more complex bets are also noticeable in Germany. However, the German State Treaty on Gambling 2021 (GlüStV 2021) sets clear limits. Players are only allowed to bet with providers listed on the so-called GGL-Whitelist of the Joint Gaming Authority of the Federal States (GGL). This licensing ensures that certain protective measures are complied with. These include the deposit limit of a maximum of 1,000 Euros per month and the stake limit of 1 Euro per spin for online slots. For sports betting, there are also conditions, which, however, can vary depending on the provider. The central blocking system LUGAS (Cross-State Gambling Supervision System) is another important instrument for player protection that all approved providers must use. It helps to identify and prevent problematic gaming behavior. Providers who do not comply with these rules are illegal in Germany. Even if international companies like Kambi drive innovation, German players must ensure that they place their bets exclusively with licensed and regulated providers to guarantee their rights and protection. The transparency and security created by the GlüStV 2021 are of utmost importance to me as a casino editor.

What it means for GGL-licensed casinos

The developments at Kambi clearly show that modern betting providers rely heavily on technology and personalized offers. For GGL-licensed casinos and sports betting providers in Germany, this means that they also need to invest in innovative solutions to remain competitive. However, they must always adhere to the framework of the GlüStV 2021. While Bet Builder functions and Player Props are very popular internationally, German providers must ensure that such offers are compatible with the strict requirements of player protection and licensing conditions. This applies, for example, to the design of user interfaces to avoid excessive use, or compliance with deposit limits, even if more complex bets could potentially mean higher stakes. The use of AI can also help German providers work more efficiently and offer tailor-made experiences, as long as the focus is always on responsible gaming behavior. For me, it is clear that the best providers will be those who can combine innovation with rigorous player protection. Licensed operators must show that they can master the balancing act between attractive offers and compliance with all requirements.