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By 2026, the technology had already been tested across several seasons of top-level competitions including the Premier League and Champions League. AI now trades more than 70% of bets across Kambi’s network, including all football and tennis.

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.

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Genius signed deals with both Polymarket and Kalshi in August, to provide real-time event data and league integrity services, as well as streaming services. Fellow data provider Sportradar also announced similar multi-year partnerships with both Kalshi and Polymarket in June. 

Initial reaction from investors was largely unfavourable. Genius shares plunged 13% on 18 Sept., falling 17% for the week. The data provider closed the session at $5.64 per share, well below the $6.19 price when it announced the Legend acquisition in February.

The launch of Prediction.com comes amid a strategic integration phase following Genius Sports’ acquisition of Legend. 

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The court action came as MDJS was warning of the financial impact of offshore betting. Director General Younes El Mechrafi told a parliamentary sport forum in December that illegal sports betting stakes reached about MAD3.5 billion in 2024. He put the cost to the state at some MAD700 million, split between the national sports development fund and the Treasury.

Meanwhile, Tunisian gambling law rests on Decree-Law 74-20 of October 1974. The only lawful sports betting channel is the state company Promosport. Pari-mutuel horse race betting is managed by the Agence Tunisienne de Solidarité.

Parliament is now considering two competing approaches to online gambling. But neither has produced a licensing framework.