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A survey by Fullstory, a behavioral data analytics company, says that amid the evolution of yes/no exchanges, 60% of bettors said prediction markets are altering how they use sportsbooks with 35% admitting that they’ve reduced usage of traditional sports wagering platforms as access to sports event contracts increased.

“Consumers are being presented with more options for how they can participate in online gaming, creating a more competitive landscape where a seamless digital experience is increasingly becoming part of the value proposition,” said Jason Wolf, president of Fullstory, in a statement. “The brands that understand how consumers are navigating, comparing, and engaging with their platforms in real-time can identify where friction is getting in the way of trust and retention.”

A quarter of respondents said they use both prediction markets and sportsbooks depending on the event they’re considering wagering on. While the 35% reduced use figure may sound like a warning shot to gaming companies, a variety of other studies and surveys indicate that when bettors can choose between a sportsbook and an all-or-nothing exchange, they frequently opt for the former.

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Tim Miller, who resigned from the UK Gambling Commission earlier this year, has stepped down from the GREF board and has relinquished his role as treasurer. 

Miller served on the forum for several years and was a key UK figure during a period when the Gambling Commission implemented extensive reforms to online gambling regulation and affordability checks. GREF expressed its gratitude for Miller’s contributions during his tenure.

Jean-Michel Costes has also left the board after concluding his role at France’s Autorité Nationale des Jeux (ANJ). 

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Kambi’s path to the 2026 World Cup began with its initial investment in AI trading technology in 2021. The platform was deployed at scale during the Qatar 2022 tournament and fully embedded within its trading operations by 2024.

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.