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About Fire Tale
Player propositions were included in 65% of Bet Builders, up from 25% in 2022. Meanwhile, player shots on target became Kambi’s second-largest pre-match betting offer by turnover, while other popular selections included a player to score or assist.
“Customers seek personalised experiences, extensive player proposition bets and the ability to build highly customised wagers in real time,” Lamb says. “Meeting these modern expectations through manual trading is no longer realistic at scale.”
AI also helped Kambi reduce the delay between a customer selecting an in-play bet and being able to place it. Its dynamic live delay technology enables it to set bespoke live delay on an individual bet level, optimising the UX and alleviating friction. Across the Premier League and World Cup, Kambi reduced live betting delay by more than 40% between August 2025 and July 2026.
How to play Fire Tale
“Gambling should be taught as entertainment rather than a way to make money,” Morolong said.
Botswana’s regulated betting market has expanded quickly following the Gambling Authority’s 2023 process to license bookmaker and totalisator operators, including online betting subject to regulatory approval.
In January 2024, before locally licensed online operators were active, the Authority said it had recorded about 510,000 monthly cases of Botswanans participating in illegal online gambling.
How to play Fire Tale
Data from the Rede em Jogo project, by CondadoLab at PUC-Rio, revealed that 84% of the betting operators most recommended on Instagram are illegal in Brazil.
The research, published by The Intercept Brasil on Monday, analysed more than 55,000 Instagram accounts and cross-referenced the results with the official list of authorised operators from the Secretariat of Prizes and Bets (SPA).
According to the survey, the problem arises when a user follows a single account related to betting. The platform’s recommendation system then starts showing other profiles in the same segment, including betting sites, influencers and specialised pages.
