Fire My Laser

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When Spain captain Rodri lifted the Fifa World Cup trophy at MetLife Stadium in New Jersey in July, a nation celebrated its team’s return to the summit of world football. Across five weeks and eight matches, Spain had proved itself the best team on the planet, overcoming its strongest rivals to claim the trophy for a second time.

As Spain celebrated the successful end of their campaign, Kambi was reflecting on a significant achievement of its own. For the sports betting technology provider, the tournament represented a major technological milestone: its first World Cup traded entirely by AI.

Across 104 matches and more than 100 million bets, AI handled every stage of the pricing lifecycle – from ingesting data and creating the offering to managing liabilities and settling bets. The platform recorded zero downtime, delivered an operator trading margin of 18% and, during the final alone, processed more than one million unique bet combinations.

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Merging Marlins and rewarding Free Spins build momentum throughout the game, creating opportunities for bigger wins.

What is Fire My Laser?

In 2025, Brazil collected almost BRL10 billion ($1.97 billion) in tax revenue from the licensed sector. In the first seven months of this year alone, BRL8.7 billion generated by the activity was delivered to public coffers. The Federal Revenue Service itself estimates that the sector should reach BRL16 billion in revenue during 2026.

Besides revenue collection, another concern is legal and economic. Companies have paid over BRL2.5 billion for licences since the sector’s regulation. Certainly, the end of the activity would lead to litigation to recover the amounts paid and compensation for investments made. Furthermore, the revenue from betting is already included in the Annual Budget Law and the Budget Guidelines Law, which define the priorities for federal government spending.

What worries the sector is not just the threat of drastic measures against legalised betting. So far, the government has consistently fallen short in its attempts to curb the illegal market, which still represents almost half of the segment.