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Sports betting is ever-changing, adapting to new tastes and preferences of players and technological development. Kambi, one of the big international sports betting solutions providers, released its 2025 Sports Betting Trends Report, a peek into how the industry is shifting based on betting data compiled across its extensive operational network. With more than 1.5 billion wagers placed annually, across over 50 sportsbook partners in all parts of the world, Kambi runs one of the biggest sports betting networks around, placing it in a great position to identify patterns forming before they become mainstream.
The Customization Trend in Wagering
One of the biggest developments highlighted in the report is the ongoing growth of bet builders, personalized multi-leg betting experiences that enable players to build personalized wagers. The adoption has been striking. During Super Bowl LIX, nearly half of all pre-match bets placed through Kambi’s network utilized the bet builder feature. Even more telling is the dominance of player-specific markets within these customized bets. Player props, or wagers centered around individual athlete performances and not on team performances, appeared in 88 percent of all pre-match bet builder selections during the Super Bowl.
This shift indicates that the modern bettor is increasingly looking for granular control over their selections. Instead of simple moneyline or spread bets, players are building complex combinations pegged to specific player performances that create a far more engaged and personalized experience. This points to a maturing market where sophistication in the options for bets drives retention and satisfaction among players.
Machine Learning and Automated Trading
But the most important development in the report may be the growing presence that AI plays in running sports betting operations. According to Kambi, nearly half of all bets across its network were traded by AI systems in 2025, a striking figure that underlines how automation is reshaping the back-end of the industry. Automated pricing and trading systems are bringing real-world benefits, the company’s senior vice president of trading, Simon Noy, said. These systems allow for real-time market adjustments and pricing efficiency that is challenging to achieve with manual processes alone.
The integration of AI into trading operations has changed how odds are set and adjusted to be more dynamic in line with market movements and emerging information. This technology is rapidly evolving, the foundation in which modern sportsbooks operate and compete.
Soccer and Special Events
The report further looks at developments in certain sports and events. With the 2026 FIFA World Cup looming, Kambi spotlighted trends from the 2025 Nations League final. The analysis emphasizes the importance of offering comprehensive extra time and penalty markets, features that become particularly valuable during knockout-stage competitions where draws are common and matches extend beyond regular time.
In addition to traditional sports, the report features analysis of the Club World Cup and the further growth of e-soccer, simulated virtual soccer games that remain popular with bettors seeking alternative markets between live events. Alternative markets are increasingly becoming more important as operators look to diversify their offering and maintain interest throughout the year.
Industry Implications and Ways Forward
Noy stressed that Kambi’s network scale provides a unique perspective on where the market is going. The fact that bet builders, player props, and AI-driven trading all converge gives more than a single trend; they are changing the very fabric of how modern sports betting was founded. These are the events that will define the course of the industry in the next few years, as the ones embracing the change in landscape secure a place in the progressive market.
Source: Asia Gaming Brief (AGB)
