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“All the testing in the world cannot tell you precisely where you stand against the rest of the market on key aspects of the product,” Lamb says. “It was very positive to see Kambi as a leader in these key metrics.”

The way customers used the offering was equally instructive. Bets outside the match-winner market accounted for 63% of pre-match turnover, compared with 57% in 2022, reinforcing the importance of depth beyond traditional markets.

Post-World Cup, Kambi is now working to offer more shots-on-target options before matches and additional automated intervals in-play, creating further betting opportunities as games unfold.

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At the SPA, Macorin plays a leading role in the implementation, supervision and enforcement of Brazil’s regulatory framework for betting.

Since joining the Ministry of Finance in 2024, he has been directly involved in implementing Brazil’s betting regulatory framework. His work has focused particularly on monitoring authorised operators, combatting the illegal market and strengthening controls to prevent money laundering and the financing of terrorism, as well as coordinating enforcement actions with other government agencies and private sector stakeholders.

“Fabio’s appointment brings an important South American perspective to the IAGR board of trustees at a time when regulators worldwide are facing similar transnational challenges,” said IAGR President Ben Haden.

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Crucially, Curwen sees those efficiencies as a means to an end rather than the primary objective.

“That’s where I think Game in a Box becomes really interesting,” Curwen says. “The ambition isn’t to use technology to make average games faster. It’s to give talented creators the freedom to try more ideas and hopefully produce better games.”

As work on Game in a Box progressed, Yggdrasil began to see an opportunity extending beyond its own production process.