As AI continues to re-shape the iGaming landscape, what can operators and players expect from the immense potential of GenAI in gamification and hypersonalised fan experiences?

Using AI to optimise trading, analytics and data is now an imperative for sportsbooks if they are to truly compete in the iGaming market. As data has arguably become the iGaming industry’s most valuable commodity, its ownership, security and optimisation have become critical to sportsbooks’ odds accuracy, products and operational readiness. Coupled with the popularity of bet builders, player props and in-play bets as an engine of sportsbook growth during 2025, data is becoming the single most critical asset to leverage in sportsbook product strategy and risk management. Partnerships between operators and sports data providers are being tested for reliability, integrity and strategic alignment, so is it time to consider new models for embedding trust in the ecosystem and unlocking its power?