9 Lions Hold The Jackpot

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“The term AI is everywhere across the world of technology, and the betting and gaming industry is just one where its impact is being felt,” Lamb says. “Taking AI beyond being a buzzword, building and deploying the systems and automation necessary to maximise its potential and deliver the right results is the challenge each of these industries face.”

For Kambi, data must be combined with the knowledge of experienced traders who can direct the technology, scrutinise its output and identify where it can add value next.

“You don’t have to search high and low in this industry to find companies talking up the benefits of AI,” Lamb adds. “Realising them requires a combination of deep data and human expertise not everyone has access to, and there is no shortcut to acquiring.”

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KVA expressed concern over the potential manipulation of Google’s autocomplete function by unauthorised operators and websites primarily set up to redirect Dutch consumers to illegal gambling offers.

While acknowledging Google’s cooperation in removing paid advertisements promoting illegal casinos, the KVA emphasised the need for the company to take more comprehensive measures addressing organic search results.

Dutch MPs have raised similar concerns before. In December 2025, CDA MP Straatman asked the state secretary whether websites advertising as “Beste casino’s zonder Cruks” should be taken offline immediately. 

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Each day of Africa Safer Gambling Week has centred on a different issue around player protection, including responsible gambling and the prevention of underage gambling.

Kesitilwe acknowledges that while Africa is one continent, it is also hugely diverse in terms of markets with different realities across regulatory structures and social contexts.

Therefore, the aim is not to create a single regulatory model, but rather continued collaboration that allows for locally relevant messaging and measures.