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The DSWV, representing licensed sports-betting operators, broadly welcomed the law enforcement action as a necessary response to the illegal market’s growth and associated risks. 

“This successful investigation clearly demonstrates the scale that the illegal gambling market has now reached,” said Mathias Dahms, president of the DSWV.

Dahms highlighted the significant dangers unlicensed operators pose to player protection and the overall integrity of the licensed market. He cited the absence of controls such as deposit limits, identity verification and player suspension tools. 

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Another point of contention was content marketing and influencer promotions. The Lords committee advised treating this as advertising and, if a full ban were not immediately feasible, prioritising its prohibition.

Sponsorships and advertising with sports teams was also flagged as according to the report, voluntary efforts had failed to reduce the industry’s exposure. 

With int he report Dr Matt Gaskell MBE observed that “overall exposure (including shirts, hoardings, logos, sponsorship and related marketing) during live sports programmes does not show that self-regulation has reduced exposure meaningfully”. 

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“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.

The result for customers was more choice, shorter suspension periods and faster bet acceptance. For operators, those improvements can support both customer retention and profitability.