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The Gambling Commission’s industry activity report for the financial year April 2025 to March 2026, has reported an increase of 4.4% in GGY across all channels, to £17.5 billion.
The growth, driven predominantly by remote (online) gambling activities, contrasts with a decline in physical gambling premises, highlighting shifting consumer preferences and market dynamics.
When excluding all reported lottery activity, GGY increased to £13.2 billion, up 4.7% year-on-year.
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The shift means that rather than spending their time pricing and managing established markets, traders can now apply their expertise where human judgement has the greatest value, including developing and testing new products. AI removes many of the practical limits on what can be offered and priced, and manages the resulting scale and complexity. The result is greater efficiency for Kambi and a better service for its partners and their customers.
“To this point, sportsbook product creation has largely been guided by a trading department’s ability to profitably price and risk-manage certain bet offers,” Lamb says. “AI trading lifts those limitations, while also enabling that existing human expertise to be leveraged more effectively.”
The 2026 tournament demonstrated why Kambi believes this total integration of AI is necessary. Sportsbooks are no longer built primarily around match results and traditional pre-match markets. Bettors increasingly expect to construct wagers around individual players and specific moments within a game.
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In Q1 2025, the group reported double-digit digital growth, thanks to strong UK, Brazil and US online performances. The period marked Stella David’s first quarter in the full-time group CEO role.
David, at the time, said she was “optimistic but prudent” about Entain’s Q1 performance.
Numbers have remained steady a year on, and in H1 this year, various markets were hailed as core growth drivers for the business, including Australia, New Zealand, Spain and the UK.
