Global sports betting supplier Kambi has released its 2025 Sports Betting Trends Report, analyzing data from over 1.5 billion annual wagers to highlight a major shift toward personalization and automation in the industry.
The report reveals that modern bettors are increasingly favoring granular control over their wagers, while artificial intelligence (AI) is taking over backend operations.
The Rise of Bet Builders
The report identifies “bet builders”, personalized multi-leg wagers, as a dominant consumer trend. During Super Bowl LIX, nearly 50% of all pre-match bets placed on Kambi’s network utilized the bet builder feature. Within these custom bets, player props (wagers on individual athlete performance) appeared in 88% of selections. This data indicates a move away from simple moneyline bets toward complex, personalized combinations.
AI Revolutionizing Trading
On the operational side, the 2025 report of Kambi revealed that nearly half of all bets across its network in 2025 were traded by AI systems. Automated pricing allows for real-time market adjustments that manual processes cannot match.
Simon Noy, Kambi’s senior vice president of trading, noted that these systems provide pricing efficiency and allow odds to adjust dynamically to emerging information.
Looking Ahead
With the 2026 FIFA World Cup approaching, Kambi also highlighted the importance of comprehensive extra-time and penalty markets, based on trends from the 2025 Nations League final. The report suggests that the convergence of AI trading and personalized betting products will define the industry’s future trajectory.
