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“In simple terms, what we have undertaken is a shift from machine-assisted human trading to human-assisted machine trading,” Lamb explains.
The shift means that rather than spending their time pricing and managing established markets, traders can now apply their expertise where human judgement has the greatest value, including developing and testing new products. AI removes many of the practical limits on what can be offered and priced, and manages the resulting scale and complexity. The result is greater efficiency for Kambi and a better service for its partners and their customers.
“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.”
What is Big Sumo?
Some respondents, however, shared severe personal consequences.
I have lost money that was going to be used for my kids’ Christmas presents,” said one respondent. “It led to stress with my wife after having to borrow from her parents to make up that money.”
“I have lost money that was going to be used for my kids’ Christmas presents,” one respondent disclosed. “It led to stress with my wife after having to borrow from her parents to make up that money.”
About Big Sumo
Sentencing for Lee, Lee and Hind is set for 23 October 2026 at Southwark Crown Court. Williams will be sentenced at a later date. The Gambling Commission has said trials for the remaining ten defendants will take place in September 2027 and January 2028.
The Commission launched its investigation into various reports of insider betting on the election date in June 2024 after Ladbrokes flagged a bet placed by Williams, who was recorded as a politically exposed person.
Further bets flagged by operators involved other politically sensitive individuals, including Metropolitan Police officers and political advisers. The Commission charged 15 people total in April 2025. Four have now pleaded guilty.
