How Core Principle 2 and Native AI are redefining trading governance and market access for 2026
PRECISION, POLICY, AND THE PREDICTIVE FRONTIER
The global sports betting landscape is currently defined by a sharp tension between rapid technological acceleration and mounting regulatory friction. This edition of Sports Betting Operator arrives at a pivotal moment where the industry’s “predictive” foundations are being challenged not just by market volatility, but by the courts.
The global sports betting landscape is currently defined by a sharp tension between rapid technological acceleration and mounting regulatory friction. This edition of Sports Betting Operator arrives at a pivotal moment where the industry’s “predictive” foundations are being challenged not just by market volatility, but by the courts.
Our lead feature from Nelson Mullins provides an incisive look at the legal battleground surrounding Core Principle 2. The “Hobson’s choice” facing platforms that are navigating the contradiction between federal CFTC mandates and fragmented state gambling laws – represents a significant paradigm shift. If the argument for impartial national access prevails, we may see the birth of a unified U.S. eventcontract market; if it fails, the sector remains trapped in a regulatory limbo. Simultaneously, we examine the rise of the AI-Native Sportsbook. As we approach the 2026 World Cup, the era of “off-the-shelf” automation has ended. Forward-thinking operators are now codifying their unique trading DNA into proprietary “Institutional Intelligence” to protect margins with mathematical precision.
Editor in Chief, Sports Betting Operator
We also broaden our lens to the Eastern Europe Betting Boom and the 1xBet study on Player Safety in Africa. These reports confirm that while digital adoption is universal, sustainable growth is strictly tethered to local regulatory maturity and robust KYC frameworks.
I must extend my sincere gratitude to our expert contributors: Joshua Kirschner, Marko Mitevski, and the teams at 1xBet, IBIA, and Boomerang Partners. Their deep analysis ensures this publication remains the authoritative monitor for the global gaming elite.
The mandate for 2026 is clear: adapt your governance or be outpaced.
Mark McGuinness Editor in Chief Sports Betting Operator
RIGHT: Mark McGuinness,
CONTENTS
VOLUME 008 - ISSUE 021
CONTACTS
Publisher – Peter White peter@outsourcedigitalmedia.com
Editor in Chief – Mark McGuinness mark@outsourcedigitalmedia.com
Editor EMEA – Damien Connelly damien@outsourcedigitalmedia.com
Las Vegas Correspondent – Ryan Slattery ryanslats@gmail.com
Associate Editor North America –David McKee dmckee314@gmail.com
Associate Editor EMEA – Andrew Behan a.behan@librasgroup.com
Designer – Stewart Hyde www.de5ign.co.uk
Tel: 44 (0) 1892 740869 W: www.sportsbettingoperator.com
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OPINION
3 Editor’s Letter Precision, Policy, and the Predictive Frontier. By Mark McGuinness
FEATURES
5 Impartial Access Defines Future Prediction markets’ emerging number one argument. By Joshua Kirschner
15 The AI-Native Sportsbook Era
How proprietary AI systems are redefining trading governance. By Mark McGuinness 18 1xBet: The African Player Safety Index Explained What the data tells us about risk and responsibility 21 Eastern Europe: Eastern Europe Betting Boom
Why the region is a hotspot for sports betting growth. By Marko Mitevski 31 IBIA: Striking the Goal
IBIA and CONMEBOL deepen their integrity partnership 34 IBIA: Tracking Suspicious Betting Activity 2025 integrity report reveals football and tennis dominate suspicious activity 37 Boomerang Partners: Race for Milan Heats Up The TIME TO WIN tournament moves into the final weeks
IMPARTIAL ACCESS DEFINES FUTURE
Core principle 2: Prediction markets’ emerging number one argument.
By Joshua Kirschner
OOver the past few years, prediction markets have become a flashpoint in U.S. financial regulation. In fact, in its March 16, 2026 Advance Notice of Proposed Rulemaking, the CFTC notes that “From 2006-2020, DCMs listed for trading an average of approximately five event contracts per year. In 2021, this number increased to 131, and the number of newly-listed event contracts per year remained at a similar level until 2025, when DCMs certified approximately 1,600 event contracts for listing for trading.” Prediction Markets, 90 Fed. Reg. 50, 12517 at n. 9 (proposed Mar. 16, 2026).
Based on a quick browse of the CFTC website inventory of all self-certified
and approved event contracts, a majority of these contracts are based on “weather events, political events, international events, scientific and cultural events, current events, and sporting events. Id
As prediction platforms continue to list event contracts on political elections, sports outcomes, and other real-world events, federal and state regulators have grappled with how to define the boundaries of what counts as a commodity, a futures contract, or even gambling.
In the midst of this uncertainty, regulators and prediction market platforms alike have raced to file suit in several key states, in hopes of creating favorable precedent. For prediction market platforms, one regulatory
provision has unexpectedly emerged as the centerpiece of this fight: Core Principle 2, the Commodity Futures Trading Commission’s (“CFTC”) rule governing market access for designated contract markets (“DCM”).
See 17 CFR § 38.151; see also Prediction Markets, 90 Fed. Reg. 50, 12518 at Section II(A)(2)(a)-(b) (proposed Mar. 16, 2026)
This article proceeds in three parts. First, it outlines the federal and state regulatory landscape in which prediction markets operate and the enforcement actions they currently face. Second, it examines the origins and development of the CFTC’s Core Principle 2. Third, it analyzes how federal and state courts have addressed arguments grounded in Core Principle 2 and considers the potential implications of its acceptance or rejection.
Federal and State Regulator Landscape
Regulatory scrutiny of prediction markets has increased in recent years at both the state and federal levels through a series of enforcement actions. As of the date of this article, the following states have active litigation involving futures contracts: Alabama, Arizona, California, Connecticut, Georgia, Illinois, Kentucky, Maryland, Massachusetts, Michigan, Minnesota, New Jersey, New York, Nevada, Ohio, South Carolina, Tennessee, Wisconsin. See Mick Bransfield, Summary of Legal Actions Involving Event Contracts, https:// mickbransfield.com/2025/08/11/ summary-of-legal-actions-involvingkalshis-sports-event-contracts/ (last updated Mar. 17, 2026). In several states it has been a race to file suit, beginning with state regulators and/ or private individuals being the first to file a lawsuit against the prediction
market platforms themselves. See, e.g., Class Action Complaint, Christopher Jennings v. Kalshi Inc., et al., Dkt. No. 2:26-cv-00071 (D. Ala. 2026); Class Action Complaint Kamana Keohohou, et al. v. Northern American Derivatives Exchange, Inc. d/b/a Crypto.com, et al., Dkt. No. 1:26-cv-20996 (D. Fla. 2026); Complaint for Permanent Injunction and Declaratory Relief, State of Nevada ex rel. Nevada Gaming Control Board v. Blockratize, Inc. d/b/a Polymarket, et al., Dkt. No. 3:26-cv-00089 (D. Nev. 2026). In these types of lawsuits, prediction market platforms are alleged to be engaged in illegal gambling through offering a futures market in a particular state and, thus, in violation of a particular state’s sports gambling laws. See id In other states, prediction market platforms have initiated the lawsuit on the heels of regulators first issuing cease-and-desist letters from the state’s gaming enforcement authority, alleging violations of state sports-wagering laws and directing platforms to halt operations within the state. See, e.g., Complaint for Permanent Injunction and Declaratory Relief, KalshiEX LLC v. William Orgel, et al., Dkt. No. 3:26-cv-00034 (D. Tenn. 2026) (alleging violation of Tenn. Code Ann. §§ 4-49-101 et seq.); Complaint for Permanent Injunction and Declaratory Relief, KalshiEX LLC v. Schuler, et al., Dkt. No. 2:25-cv-01165 (D. Ohio 2025) (alleging violation of R.C. Chapters 2915, 3767, 3775 and all similar rules); Complaint for Permanent Injunction and Declaratory Relief, KalshiEX LLC v. John A. Martin, et al., Dkt. No. 25-cv-1283 (D. Md. 2025) (alleging violation of Crim. Law Titles 12 and 13, SG §§ 9-lE-01, 9-lE-03, 9-lE-04, 9-lE-12, COMAR 36.10.01.02B and 36.10.14.01, Business Regulation § 14-113 and all similar rules); Complaint for Permanent
Injunction and Declaratory Relief, KalshiEX LLC v. Mary Jo Flaherty, et al., Dkt. No. 1:25-cv-14723 (D. N.J. 2025) (alleging violation of N.J.S.A. § 5:12A-11, N.J. Const. art. IV, § 7, ¶ 2(D) and all similar rules); Complaint for Permanent Injunction and Declaratory Relief, KalshiEX LLC v. Kirk D. Hendrick, et al., Dkt No. 2:25-cv-00575 (D. Nev. 2025) (alleging violation of NRS 463.0193, 463.01962, 463.160, 463.245, 463.360, 465.086, 465.092, 293.830, Nevada Gaming Regulation 22.1205(3) and all similar rules). However, some prediction market platforms have simply filed suit preemptively. See, e.g., Complaint for Injunctive Relief, KalshiEX LLC v. Robert Williams, et al., Dkt. No. 1:25-cv-08846 (D. N.Y. 2025) (filing suit after the New York State Gaming Commission threatened civil penalties and fines if Kalshi continued to offer certain futures contracts within New York); Complaint for Declaratory Judgment and Injunctive Relief, Coinbase Financial Markets, Inc. v. Dana Nessel, et al., Dkt. No. 4:25cv-14092 (D. Mich. 2025) (filing suit prior to offering event-contract trading to users in Michigan). In response, prediction markets have generally continued to operate and filed a lawsuit seeking both injunctive relief and a declaratory judgment permitting them to offer these types of futures contracts. See, e.g., Complaint for Permanent Injunction and Declaratory Relief, KalshiEX LLC v. William Orgel, et al., Dkt. No. 3:26-cv-00034 (D. Tenn. 2026) (alleging violation of Tenn. Code Ann. §§ 4-49-101 et seq.); Complaint for Permanent Injunction and Declaratory Relief, KalshiEX LLC v. Schuler, et al., Dkt. No. 2:25-cv-01165 (D. Ohio 2025) (alleging violation of R.C. Chapters 2915, 3767, 3775 and all similar rules); Complaint for Permanent Injunction and Declaratory Relief, KalshiEX LLC v. John A. Martin, et al.,
RIGHT: Joshua L. Kirschner is an associate at Nelson Mullins Riley & Scarborough LLP. Based in Atlanta, Joshua focuses his practice on the gaming and gambling sectors and represents businesses and individuals in a wide variety of regulatory and white-collar litigation matters.
Dkt. No. 25-cv-1283 (D. Md. 2025) (alleging violation of Crim. Law Titles 12 and 13, SG §§ 9-lE-01, 9-lE-03, 9-lE04, 9-lE-12, COMAR 36.10.01.02B and 36.10.14.01, Business Regulation § 14113 and all similar rules); Complaint for Permanent Injunction and Declaratory Relief, KalshiEX LLC v. Mary Jo Flaherty, et al., Dkt. No. 1:25-cv-14723 (D. N.J. 2025) (alleging violation of N.J.S.A. § 5:12A-11, N.J. Const. art. IV, § 7, ¶ 2(D) and all similar rules); Complaint for Permanent Injunction and Declaratory Relief, KalshiEX LLC v. Kirk D. Hendrick, et al., Dkt No. 2:25-cv-00575 (D. Nev. 2025) (alleging violation of NRS 463.0193, 463.01962, 463.160, 463.245, 463.360, 465.086, 465.092, 293.830, Nevada Gaming Regulation 22.1205(3) and all similar rules). Once the lawsuit has been filed by the prediction market platform,
they routinely seek a preliminary injunction and/or temporary restraining order against the state agency that sent the cease-and-desist letter to maintain the ability to offer contracts during the litigation. See, e.g., KalshiEX LLC v. Mary Jo Flaherty, et al., Dkt. No. 25-1922 (3rd Cir. 2025); KalshiEX LLC v. John A. Martin, et al., Dkt. No. 25-1892 (4th Cir. 2025). While many of these cases are still active, those in which the court has already decided the prediction market platform’s preliminary injunction have quickly led to an appeal. See, e.g., Plaintiff’s Notice of Appeal, KalshiEX LLC v. John A. Martin, et al., Dkt. No. 25-cv-1283 (D. Md. 2025) (appealing denial of Kalshi’s motion for preliminary injunction to the Fourth Circuit); Notice of Appeal to the U.S. Court of Appeals for the Third Circuit, KalshiEX LLC v. Mary Jo Flaherty, et al., Dkt. No. 25-cv-02152 (D. N.J. 2025) (appealing grant of Kalshi’s motion for preliminary injunction to the Third Circuit).
Regardless of who initiates the lawsuit, the theory of the prediction
market platforms is largely the same: the state should not and cannot enforce its state-specific gambling laws when prediction markets are only subject to CFTC oversight.
The Origin and Development of the CFTC’s Core Principle 2
In 1974, Congress established the CFTC as an independent federal agency and charged it with administering and enforcing the Commodity Exchange Act (“CEA”). 7 U.S.C. §§ 1-26. Since then, the CFTC has overseen U.S. derivatives markets with a mandate to promote market integrity, mitigate systemic risk, and protect customers. To meet these objectives, the agency requires registered exchanges to maintain robust surveillance systems, implement compliance and reporting protocols, and enforce rules designed to prevent manipulation and abusive trading practices.
A central component of the CFTC’s regulatory authority is its power to determine whether a trading platform
qualifies as a DCM. Platforms seeking DCM status must submit apply with the CFTC and demonstrate that they satisfy a detailed set of statutory and regulatory criteria. How to Become a Designated Contract Market, https:// www.cftc.gov/IndustryOversight/ TradingOrganizations/DCMs/ dcmhowto.html. Once designated, DCMs operate under continuous CFTC oversight and are permitted to list futures and options contracts on a wide range of subjects, provided the contracts comply with the CEA and CFTC regulations.
An illustrative example came in November 2020, when the CFTC granted Kalshi full DCM status.
CFTC Designates KalshiEX LLC as a Contract Market, (Nov. 4, 2020), https://www.cftc.gov/PressRoom/ PressReleases/8302-20. This designation authorized Kalshi to operate under the same regulatory framework that governs traditional futures exchanges, subjecting it to the full suite of compliance, reporting, and market-integrity obligations applicable to all DCMs.
To ensure consistent regulatory standards, the CFTC promulgated 23 Core Principles that every DCM must satisfy as a condition of maintaining its designation. These principles collectively establish requirements related to market integrity, financial safeguards, disclosure practices, surveillance capabilities, and protections against manipulation.
John O’Connell, Prediction Markets Find Their Regulatory Footing, But the Boundaries Remain Clear, WEALTH MANAGEMENT (Dec. 15, 2025), https:// www.wealthmanagement.com/advisorsupport-platforms/prediction-marketsfind-their-regulatory-footing-but-theboundaries-remain-clear.
Among these, Core Principle 2 has become particularly significant. It requires that a DCM “provide its members, persons with trading privileges, and independent software vendors with impartial access to its markets and services,” thereby ensuring that market access is nondiscriminatory and consistent with fair-competition norms. See 17 CFR § 38.151(b). This means, and as Kalshi has argued numerous times, that if a particular state requires a gaming license to offer futures contracts within a state, Kalshi cannot impartially offer its futures contracts unless it is granted a license. This also means that if a particular state does not allow futures contracts for certain events (i.e., political elections, sports, etc.), then Kalshi would be in violation of Core Principle 2 if it offered futures contracts in, for example, Massachusetts but did not do so in Nevada. See Plaintiff’s Motion and Memorandum of Points and Authorities in Support of an Immediate Temporary Restraining Order and Preliminary Injunction, KalshiEX LLC v. Kirk D. Hendrick, et al., Dkt No. 2:25-cv-00575 (D. Nev. 2025).
While the CFTC has long required DCMs to abide by Core Principle 2, its emergence as a key argument by prediction market platforms has positioned it as a pivotal element in the regulatory debate over CFTC versus state oversight.
Legal Implications of the Core Principle 2 Argument
Leading the charge for the Core principle 2 argument, Nevada, and the Ninth Circuit in particular, has been an active player in prediction market litigation. In Hendrick, Kalshi argued that since Nevada does not allow any platform to over futures contracts on pollical election outcomes, Kalshi cannot offer impartial access to users in Nevada, where this futures contract is offered elsewhere. See id. As Kalshi suggests, cutting off access to users in Nevada from being unable to utilize sports and political event futures contracts would be a “market disruption” in violation of Core Principle 2. See id. In granting Kalshi’s preliminary injunction, the United States District Court for the District of Nevada stated:
Kalshi thus faces a ‘Hobson’s choice’: if it does not comply with the defendants’ demand to cease it faces civil and criminal liability, but if it does comply it will incur substantial economic and reputational harm as well as the potential existential threat of the CFTC taking action against it for violating the CFTC’s Core Principles if Kalshi disrupts contracts or geographically limits who can enter contracts on what is supposed to be a national exchange.
See Order (1) Denying Defendants’ Motion for Temporary Restraining Order and (2) Granting Plaintiff’s Motion for Preliminary Injunction, KalshiEX LLC v. Kirk D. Hendrick, et al., Dkt No. 2:25-cv-00575 (D. Nev. 2025).
A similar argument was raised by Crypto.com (“Crypto”) in North American Derivatives Exchange, Inc. d/b/a Crypto.com | Derivatives North America v. Kirk D. Hendrick, et al. Crypto argued that it very well may be impossible to both comply with Nevada law and the CFTC’s core principles, if it is required to exclude certain futures contracts from users in Nevada, while also offering those same futures contracts elsewhere across the country. See Plaintiff’s Motion for Preliminary Injunction, North American Derivatives Exchange, Inc. d/b/a Crypto.com | Derivatives North America v. Kirk D. Hendrick, et al., Dkt. No. 2:25-cv-00978 (D. Nev. 2025). In response, Hendrick merely stated that this argument is without merit since the CFTC has not taken or threatened to take any enforcement action against Crypto for allegedly violating Core Principle 2. See Defendants’ Opposition to Motion for Preliminary Injunction, North American Derivatives Exchange, Inc. d/b/a Crypto.com | Derivatives North America v. Kirk D. Hendrick, et al., Dkt. No. 2:25-cv-00978 (D. Nev. 2025). Notably, however, unlike Hendrick, Crypto’s motion for preliminary injunction was denied, largely on other grounds, which led to an appeal by Crypto before the Ninth Circuit.
A similar argument has arisen in Tennessee and Maryland. In the United States District Court for the District of Tennessee, the court granted Kalshi’s motion for preliminary injunction, premised, in part, on Kalshi’s Core Principle 2 argument. See Memorandum, KalshiEX LLC v. William Ogel, et al., Dkt. No. 3:26-cv-00034 (D. Ten. 2026). The court reasoned Kalshi would likely prevail on its impossibility argument because Kalshi cannot on the one hand abide by the CFTC’s impartiality requirement and on the other hand restrict Tennessee users from participating in sports-related futures contracts through geolocation and geofencing measures. See id
Conversely, in KalshiEX LLC v. Martin, the United States District Court of Maryland rejected Kalshi’s Core Principle 2 argument. KalshiEX LLC v. Martin, 793 F.Supp.3d 667 (D. Md., 2025). There, the Maryland Lottery and Gaming Control Commission (“MLGCC”) had sent Kalshi a cease and desist letter, demand that Kalshi stop offering event contracts in Maryland concerning sports. See id. at 674. In response thereto, Kalshi made four arguments, including the MLGCC’s cease and desist letter conflicted with the CFTC’s Core Principle 2. See id. at 686. In essence, Kalshi suggested that if it were to comply with this demand and cease offering sports relate futures contracts to Maryland citizens, it would be violating Core Principle 2 by not offering impartial access to all users. See id. The court, however, was unconvinced. The court went so far as to state that “the CFTC’s Core Principles and Maryland’s gaming laws worked in tandem.” See id In sum, the court determined that if Kalshi obtained a proper Maryland license – which the court recognized Kalshi did not want to do – then Kalshi could both abide by Maryland gaming
law and be in compliance with Core Principle 2. See id
The Core Principle 2 argument has even been utilized by the CFTC itself. As recently as February 17, 2026, the CFTC advanced the Core Principle 2 argument in an amicus brief filed in support of Crypto.com in the United States District Court for the District of Nevada. Amicus Brief of Commodity Futures Trading Commission, a Federal Government Agency, in Support of Appellant and in Support of Reversal, North American Derivatives Exchange, Inc. d/b/a crypto.com | Derivatives North America v. the State of Nevada, et al., Case. No. 25-7187 (9th Cir. 2026). The CFTC made clear that “[i]f a state bans the contract, the DCM cannot fulfill its federal mandate to provide impartial national access” as required by Core Principle 2. See id. Around this same time, CFTC Chairman, Michael S. Selig, also published an op-ed in The Wall Street Journal addressing these same concerns and further arguing that the CFTC should remain the oversight regulator of events contracts. Michael S. Selig, States Encroach on Prediction Markets, Wall St. J. (Feb. 16, 2026).
Such statements send a clear message: the CFTC seeks to remain the sole oversight authority to DCMs and futures contracts.
While courts remain divided on the viability of the Core Principle 2 argument, including several which have now ruled in opposite directions, and with multiple appeals pending across the country, the ultimate outcome of the Core Principle 2 argument is far from settled. If courts ultimately adopt the position that prediction market platforms cannot abide by both the CFTC’s regulations and state law, the implications would be significant. Prediction market platforms and any platform seeking to offer event-based
futures contracts would fall squarely and exclusively under CFTC oversight. In practical terms, a platform wishing to offer such contracts would need to operate as a CFTC-regulated DCM, and state gaming laws could not be used to restrict access to federally approved futures contracts. On the other hand, if courts ultimately conclude that prediction market platforms are required to abide by both the CFTC and state-specific laws on gambling, prediction market platforms will face an existential choice: apply for statespecific licenses across the country to maintain compliance with state gambling laws or cease operation of certain futures contracts all together.
The question as to exactly what sort of “impartial access” needs to be granted in a jurisdictional and geographic sense has been posed to the general public as part of the CFTC’s March 16, 2026 Proposed Rulemaking. Prediction Markets, 90 Fed. Reg. 50, 12518 at Section II(A) (2)(a) (proposed Mar. 16, 2026). In sourcing public comment, the CFTC asks “What aspects of prediction
markets affect how a DCM provides impartial access and prohibits abusive trade practices? Are there potential barriers to impartial access that the Commission should consider?” Id. Therefore, in a move befitting prediction markets, it may be that some of our first answers to the implications and breadth of Core Principle 2 will come from the wisdom of the crowds submitting public comment in the coming weeks.
Conclusion
Prediction markets sit at the intersection of federal commodities law, state gambling statutes, and emerging questions about offering impartial access across the country. As courts continue to grapple with the boundaries of federal preemption, states’ rights, and the nature of futures contracts, Core Principle 2 may ultimately determine whether prediction markets maintain their status as a mainstream financial product or remain trapped in regulatory limbo.
THE AI-NATIVE SPORTSBOOK ERA
How proprietary AI systems are redefining trading governance, protecting margins, and reshaping sportsbook strategy before World Cup 2026. By Mark McGuinness
As the industry prepares for the 2026 World Cup, the focus is shifting from generic automation to ‘Native AI’ or bespoke, internal ecosystems that allow brands to reclaim control over their trading DNA, operational standards, and bottom-line margin.
By the time the opening whistle blows at the FIFA World Cup 2026, it will be my seventh World Cup working on the B2C operator side of the industry. My first was 2002. Over more than two decades, I have experienced the same cycle repeatedly: ambitious forecasts, bullish acquisition targets,
and that inevitable post-tournament soul-searching when the board realizes that “more matches” didn’t magically lead to “more profit.”
World Cups matter. For sportsbook boards, they represent a rare convergence of cultural relevance and global attention. But the 2026 format, shared between Canada, Mexico, and the USA, is structurally different from anything we’ve seen. It is bigger and louder, yes. But for leadership teams, the real risk isn’t missing the upside, it’s fundamentally misreading where betting value is actually created in a landscape that has moved beyond simple automation.
AI-Native sportsbook
We are entering the era of the AINative sportsbook. In previous cycles, “using AI” was a buzzword for layering a third-party chatbot over customer service or using a basic algorithm for price adjustments. That era is truly dead. The brands currently pulling ahead are those moving away from “off-the-shelf” Large Language Models (LLMs) and toward Native AI – systems built into the very foundation of their tech stack to govern SOPs, automate trading expertise, and, crucially, protect the hold.
The Governance Gap: Why “Generic” No Longer Works
I’ve had many a heated debate with trading directors over the years about the “hallucinations” of generic tech. If you’re using an off-the-shelf LLM to handle your customer interactions or risk parameters, you’re playing with fire. General-purpose AI is a direct threat to a licence.
Leading operators are now deploying Agentic AI. These are autonomous internal agents that don’t just “chat” with a punter; they execute. They are trained on a brand’s specific historical data and its unique risk appetite. This is about Governance. When a system is
“Native,” it understands the nuance of UKGC compliance or the specific KYC triggers of a high-value VIP in Brazil without human intervention. It ensures that the brand voice and brand risk are consistent 24/7, without the friction of a 500-page manual that nobody actually reads.
Trading: Moving from Manual Defence to Native Offence
We are seeing the public evidence of this shift already. Take Kambi. They recently signalled that 2026 will be the first major tournament where trading is almost entirely driven by AI – with nearly half of their bets already priced by algorithms in 2025. They aren’t just doing this for speed; they’re doing it for Margin Control.
The shift toward a Native AI architecture is most visible in the evolution of Dynamic Pricing. Rather than relying on a human-led trading desk to manually adjust lines, Native AI calculates real-time probability movements by processing an exhaustive array of micro-variables. Factors such as localised weather shifts, player fatigue metrics, and specific rest cycles are ingested and priced faster than any manual intervention could achieve. This ensures the sportsbook remains mathematically insulated against “sharp” money in the high-velocity in-play markets that define modern tournament betting.
Parallel to this is the advancement of Risk Triage.
Operators are now deploying systems that monitor integrity and suspicious betting patterns in real-time, effectively automating the “Watchdog” role that was once a bottleneck of human oversight. By identifying outliers at the point of bet placement, Native AI provides a level of security
that is both instantaneous and scalable. It’s not just about catching bad bets; it’s about protecting the licence through high-fidelity, autonomous governance.
Finally, we are seeing a period of Prop-Market Proliferation that would have been operationally impossible a decade ago. Native stacks allow for “infinite shelf space,” enabling the creation of thousands of niche player props without adding a single person to the payroll. These micromarkets are expected to dominate the 2026 handle. By automating the lifecycle of these props – from creation to settlement – Native AI allows brands to capture the fragmented attention of the modern bettor while maintaining rigorous margin control.
The Institutional Trading Brain: Scaling the Unscalable
The most profound shift, however, lies in how Native AI preserves a firm’s intellectual property. Traditionally, a sportsbook’s “edge” walked out the door whenever a Senior Trader or Head of Compliance resigned. Native AI changes the paradigm from individual brilliance to Institutional Intelligence.
By codifying a brand’s unique trading philosophy and operational DNA into a proprietary AI model, operators ensure that their “secret sauce” is no longer a person – it is the platform. This isn’t just about efficiency; it is about building a scalable, consistent powerhouse that performs at an elite level regardless of staff turnover or time zone.
This evolution of the ‘Institutional Brain’ marks a critical pivot for the sector and one I will explore in much greater depth in next month’s followup analysis.
The Margin Myth and the Reality of 2026
The industry consensus has always been that “more matches = more money.” I’ve argued before that this is a fallacy; betting scales emotionally, not mathematically. However, Native AI changes the math calculations.
By automating the “messy middle” of the trading floor, operators are reducing their overheads while increasing their RTP (Return to Player) precision. We are no longer guessing at the margin; we are engineering it. Early indicators suggest AI-driven trading models are delivering a 5-10% increase in GGR (Gross Gaming Revenue) simply by reducing human error in in-play markets where every millisecond of latency costs money.
Control is the Ultimate AI Asset
As we move toward June 2026, the question for leadership isn’t “Do we have AI?” but “Do we own the AI?”
Native AI allows a brand to bottle its best trading director’s brain, its most eagle-eyed compliance officer’s scrutiny, and its most creative marketer’s wit into a scalable, digital ecosystem. It moves the sportsbook from a reactive posture to a proactive powerhouse.
In an industry built on probabilities, the most valuable probability is the one you control entirely yourself.
THE AFRICAN PLAYER SAFETY INDEX EXPLAINED
What the data really tells us about risk and responsibility
Today, the African gambling market is developing rapidly. Both local and global brands compete for players’ attention and engagement across dozens of countries. And increasingly, experts note that success in Africa depends on a systematic approach to responsible gambling and player safety.
New data on this issue was provided by a large-scale study conducted by 1xBet. One of its main objectives was to assess the current level of player protection in African markets. Using the African Player Safety Index, the researchers sought to identify problem areas and evaluate the balance between market growth and user safety. They also aimed to determine which countries are committed to player safety and which still need significant changes.
What the Statistics Show
It is worth pointing out that the majority of study participants believe gambling regulation requires improvement. Sixty-eight percent of respondents rated the effectiveness of local legislation as between five and eight on a 10-point scale. This result broadly aligns with the figures recorded in Europe, but the regulatory landscape in Africa is far more uneven.
Compared to Europe, a slightly higher share of operators in Africa actively implement KYC (Know Your Customer) procedures – 75 percent versus 74 percent in Europe. At the same time, collecting player data alone does not always lead to active engagement. The promotion of responsible gaming remains insufficient.
Kenya and Nigeria are considered the continent’s leaders in regulatory
quality and the willingness to establish clear industry rules.
However, the Democratic Republic of the Congo, Benin and Cameroon still lack high-quality, transparent regulations capable of ensuring player safety. Even when African operators match their European counterparts in technological sophistication, this does not guarantee that players receive timely support in self-monitoring and selfrestriction.
Risks for Players
The study identified several issues that operators in Africa consider critical for both industry development and player safety. The primary concern was the lack of regulatory clarity. When the legal framework is not standardized, even within a single country, operators struggle to understand the limits of their responsibility and players are unable to self-regulate. Operators rated this issue at an average of seven out of 10, highlighting it as a top priority.
Another important distinction from Europe is that many African players view betting as a means of achieving financial stability. They perceive restrictions as barriers and adopt increasingly aggressive strategies, which lead to losses.
This lack of clarity leads to chaos, market shadowing, and systemic risks for both players and licensed operators. For example, in Cameroon and Zambia, players actively place bets with semi-legal or entirely illegal bookmakers. In several countries, the slot-machine segment has almost fully moved into the shadow economy. All this leads to an increased risk of gambling addiction. Under these conditions, the state loses control over security and the problem becomes persistent.
Operator Responsibility
As noted earlier, KYC methods are actively used. Various studies enable operators to gain a deeper understanding of their players and behavioral patterns. Even within an imperfect legal framework, KYC tools help identify problem players.
Another important mechanism involves marketing filters. An increasing number of companies are introducing limits on high-pressure advertising and bonus offers. Yes, a company may lose out to more aggressive competitors at some point, but these measures are strategically beneficial for the market as a whole. Such restrictions help reduce players’ impulsive attempts to recover losses immediately, which is provoked by a constant stream of new bonuses.
Finally, there is growing discussion around the use of artificial intelligence to promptly encourage responsible play. Algorithms capable of analyzing player behavior in real time and detecting early signs of gambling addiction before they become critical are tools that many African operators are already considering.
Problems Analysis and Improvement Ppportunities
It’s important to remember that progress does not happen overnight. Nigeria, now widely regarded as one of the continent’s leaders in player safety, began implementing active reforms
in this area back in 2020. Kenya, which is cited as a benchmark, spent several years revising tax laws and operator tax rates before adopting a progressive Gambling Control Act.
For countries that continue to lag behind in gambling regulation and player protection, the key priority is initiating systematic efforts. Benin has taken steps in this direction by establishing a transactionmonitoring service in 2023, an official body designed to prevent excessive gambling, particularly among minors. However, this country, along with the Democratic Republic of Congo and Cameroon, still has a long way to go.
Progress can be driven not only through legislative refinement but also through international cooperation. The exchange of data and regulatory practices between African countries, as well as European regulators and global
operators, can help mitigate many existing issues. Such cooperation may lead to large-scale educational programs that inform players about the risks and the importance of responsible decision-making.
Conclusions
It should be emphasized that, despite the challenges identified in the African Player Safety Index study, the region’s overall growth rate remains exceptional. The market is increasingly adopting the most advanced tools to strengthen player protection. As a result, government regulatory frameworks need to keep pace with this rapid development. The region is ready to embrace innovation – a position shared by the vast majority of operators who participated in the study. They are confident that Africa has enormous potential to implement global player-safety standards.
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EASTERN EUROPE BETTING BOOM
Why Eastern Europe Is a Hotspot for Sports Betting Growth.
By Marko Mitevski
During the last decade, Eastern Europe has emerged as the most dynamic part of the global sports betting industry. While well-developed markets in Western Europe and North America have each reached a certain stage of saturation, Eastern European countries are experiencing a very rapid growth of online betting, the launch of new technologies, and the modernization of regulations.
Among the key contributors to the region turning into a solid growth
engine for operators and investors are the mix of rapid digital adoption, deeply rooted sports culture, and the progressing legal framework. The Eastern European betting market covers the area from the Baltics to the Balkans and from Central Europe to the Black Sea. It is no longer a fringe area. It is becoming a core part of the market strategies of global gaming companies and local entrepreneurs who see great potential in the relatively underserved online and retail channels.
Digital Transformation and Mobile Penetration
The fast digitization of day-to-day life in Eastern Europe has been one of the biggest forces behind the development of gambling in the area.
Easy access to smartphones, improved broadband infrastructure, and affordable mobile data packages have transformed the market for online sports betting and betting apps into rapidly growing sectors. In some countries, consumers have bypassed the older desktop, heavy internet era and directly embraced mobile-first experiences, so app-based gambling has become a natural extension of their digital lifestyles.
Several Eastern European countries have come up alongside online platforms, unlike the more mature markets where the retail betting shops were the only dominant force at the beginning. This has given the operators a chance to develop lean, tech-powered models without the heavy legacy costs of a large brickand-mortar network.
The younger populations are also acting as an accelerator for this trend. A digitally native community, who are comfortable with e-wallets and using fintech services, easily accommodate the betting habit within the larger internet entertainment world which includes the streaming of sports, esports, and social gaming.
Regulatory Liberalization and Market Formalization
Legal clarity remains one of the biggest reasons for the rapid climb of the region. During the last decade and a half, political authorities in countries of Eastern Europe have completely reformed gambling laws to pave the way for easier regulation and taxation of sports betting. The local legislations are intended to discourage unlicensed foreign operators, raise government incomes and at the same time safeguard consumers. The laws are designed to deter unlicensed offshore operators, increase government revenues and also protect consumers. For instance, Poland and Romania have set up detailed licensing frameworks that permit both domestic and international players to operate in the market under clearly defined compliance standards. Alongside, the Czech Republic has updated its gambling laws to be in line with the wider European norms, thereby facilitating transparency and competition.
Besides, being part of the European Union has had an impact on the regulatory frameworks in a good number of places in the region. Gambling laws are still the prerogative of each country but the EU rules on competition and cross-border services have encouraged some countries to move towards more open-regulated systems. This has helped to raise investor trust and lower the risk of litigation.
Consequently, the conversion of gray or unregulated markets into licensed ones has attracted considerable funds into the industry. Besides, tax revenues have gone up, consumer protection measures have become better, and established players have felt more secure to put their money in marketing, sponsorships, and technology.
A Deep and Passionate Sports Culture
Eastern Europe’s gambling surge would have been unimaginable without the region’s strong passion for sports.
Unsurprisingly, football is still the king there, local leagues have their loyal supporters and international tournaments attract millions of viewers.
One example is UEFA Champions League and English Premier League, which attract millions of viewers in the countries of Eastern Europe leading to a rise in in-play and pre-match betting. When the FIFA World Cup rolls around, the record-breaking number of bets made often exceed the national records set previously.
In addition to football, basketball has a great following in some countries of Central and Southeastern Europe. The NBA’s reach into the inner-city culture of the youth has been deep and therefore, more betting options are available across different time zones. Also, tennis, handball, volleyball, and to some extent esports, have contributed to building a more diverse betting portfolio.
This comprehensive sports participation guarantees that sportsbooks cannot be left without
a product due to reliance on just one competition; that is why they always have an offer for betting at any time of the year. They can thus, efficiently manage fluctuations in seasons and generate steady income streams.
Competitive Costs and High Growth Potential
Compared to Western European countries, the markets in Eastern Europe generally provide cheaper operational costs and more room for growth. Wages, advertising, and getting customers through buying are some of the costs that could be considerably cheaper especially in the case of not very competitive markets. Eastern Europe is a planned expansion area for global operators like Bet365, Flutter Entertainment, and DraftKings. To convey, these major players are facing escalating difficulties along with regulatory barriers in over-saturated markets and, on the other hand, the eastern region offers them the possibility to be pioneers by getting first-mover advantages.
At the same time, local players do quite well by adjusting the offering to the tastes of the local customers, providing local language support, push with regional, specific deals, and accept deposit/withdrawal via
cards which are tied to the domestic banking system. This kind of doublebarred situation where multinational brands and nimble local companies coexist offers innovation and keeps the pressure on pricing.
Innovation in Payments and Fintech Integration
Financial technology continues to be an instrumental factor in the substantial facilitation of the betting sector’s growth. In numerous countries across Eastern Europe, the local traditional banking systems were, for one reason or another, quite underdeveloped or not readily accessible to all the citizens. Yet, the upsurge in the usage of digital wallets, prepaid cards, and mobile banking services has truly been at the core of extending financial inclusion.
This whole ecosystem aligns with the interests of betting operators. After all, flawless and easy deposit & withdrawal processes greatly contribute to the overall customer satisfaction level. In those markets where the general public has a wary attitude towards the use of credit cards, alternative payment methods, be it through regular bank transfers or via fintech platforms, effectively serve as a bridge between the two parties.
On the other hand, cryptocurrency has also, to some extent, been incorporated into the mix of payment methods in certain areas. Some operators are even at the stage of testing transactions based on blockchain technology. Even though different regulatory environments mean that digital assets are treated differently in various jurisdictions, the readiness for technological innovations that one can observe in the majority of Eastern European markets still sets them apart from the rest of the world with comparatively stricter regulatory regimes.
Demographic Momentum and Youth Engagement
Eastern European demographics make the environment even more conducive for gambling growth. For instance, in Hungary and Serbia, a big chunk of the population is in the 18-40 age group, which is the main target for online gambling operators.
The younger generation tends to use live betting, bet on mini-markets, and enjoy gaming features more than the older users. Besides that, they are more adaptable to social media advertisements, influencer tie-ups, and sports sponsorships.
The role of social media in this has been crucial as far as the effects are concerned. Gambling companies are teaming up with sports content creators and local celebrities to attract the attention of potential customers. Along with real-time statistics and live streaming, live betting odds embedded in sports applications offer highly engaging betting opportunities that are very attractive to the technologically advanced youth.
Retail Betting’s Continued Relevance
Even though online platforms garner most of the media recognition, retail betting shops remain a significant part of the market in some areas of Eastern Europe. In certain countries such as Bulgaria and Croatia, betting shops are very much a part of the scene not only in city centers but also in smaller towns.
Local people often use these shops as venues to meet, talk about the game, and watch the matches together. The operators view retail presence as a way of increasing the number of people who recognize their brand and thus being able to gain the trust of the customers, especially the seniors, who may prefer to make transactions in person.
The combination of online and offline sales channel is known to be very effective. Clients who register their accounts on the web can later make a deposit at the shop and have the option to withdraw their winnings through different channels. In this way, the company provides a smooth service that will result in repeat purchasing.
The Role of Foreign Investment
Foreign direct investment has been a major catalyst for industry growth.
International players come with capital as well as know-how in risk management, marketing analytics, and responsible gambling frameworks.
Private equity and venture capital have also looked at betting startups in Eastern Europe as a source of potential. Due to the region’s relatively fragmented market, the investors can, through consolidation of smaller operators, technology scaling, and targeting of regional or international expansion, create value.
Local brands entering strategic
partnerships with global technology providers result in better platform performance, security, and user interface design. This transfer of expertise has raised the bar in the whole industry, thus Eastern European sportsbooks are now on a par with their Western rivals.
Challenges and Responsible Gambling Considerations
However, the area is not without its problems even after remarkable growth. There is still concern about regulatory volatility in some areas, where sudden tax hikes or advertising restrictions may upset the business models. Political changes sometimes bring back old policies, thus operators and investors find themselves in a state of uncertainty.
The ecosystem of responsible gambling measures is being updated as well. When wagering activity escalates, governments and advocates tend to focus more on consumer safety measures like deposit limits, self-exclusion schemes, and awarenessraising campaigns.
The issue of social responsibility versus revenue generation will undoubtedly determine whether a business will be able to continue in the future. The companies that take the lead in using player protection technology and offering transparency through their reports will most probably be the ones to withstand the market pressure in the long run.
Regional Diversity and Cross-Border Influence
Eastern Europe is definitely not a single entity. There are the Baltic nations, Central Europe and the Balkans that all have different regulatory frameworks, cultural traditions and economic situations. However, across-the-border impacts are quite strong.
Sports competitions broadcast on TV go beyond the separation of countries, and local rivalries often increase the level of betting excitement. Betting companies that have obtained a license in one market often consider expanding into the markets of the neighboring countries, thus taking advantage of the language and cultural similarities.
With continuous development of the infrastructure and stabilization of regulatory frameworks, greater regional integration can become a reality, through acts like shared liquidity pools or harmonized standards, and in that way further growth can be stimulated.
Looking Ahead: Sustainable Expansion or Temporary Surge?
One of the things that industry analysts are wondering is whether the sports betting boom in Eastern Europe is a long-term phenomenon or a short-term surge caused
by regulatory liberalization and novelty. The current signs point to a lasting trend.
More people are adopting digital trends, sports fans continue to be part of the local identity, and governments do not seem to be willing to undo legalization that leads to substantial tax income. Besides that, as Western European markets are tightening advertising and compliance rules, operators might be mainly looking at the east for expansion.
At the same time, there will be more competition. Margins might get squeezed when more brands enter the space, and customer acquisition costs could go up. The ones who win will probably be those who utilize technological expertise, have a good grasp of the local situation, and are highly compliant.
STRIKING THE GOAL
IBIA and CONMEBOL deepen their integrity partnership as Latin America steps up prevention
As the latest step in a growing integrity partnership between the South American Football Confederation (CONMEBOL) and the International Betting Integrity Association (IBIA), more than 100 football referees gathered in Asunción in January for an in-person betting integrity education program. The training was delivered by IBIA’s education ambassador, JeanFrançois Reymond.
Designed to prevent betting-related manipulation of football competitions, the program reinforced the role of referees as central frontline actors in protecting the integrity of the game. It provided practical, face-toface guidance on how integrity can
be threatened — and how it can be actively protected.
Sessions, delivered alongside CONMEBOL’s Ethics, Compliance & Integrity Directorate, covered criminal approaches, the misuse of sensitive information, and the betting regulations officials must understand to safeguard their careers, including the serious consequences of violations. Referees were given concrete tools, clear reporting pathways and practical insight into how manipulation attempts develop in practice.
As highlighted during the program, match-fixing rarely begins with a headline. It starts quietly, through pressure, familiarity and silence. Education is intended to break that cycle early, ensuring those closest to
the action are informed, alerted and supported.
The initiative underlines the importance of strengthening sports integrity. It reflects a shared commitment to treating the protection of competition as an operational responsibility built on daily cooperation rather than reactive measures.
Leadership Perspectives
“Integrity is not an abstract value. It is a governance priority and a strategic pillar of football development. By placing education at the center of our integrity framework, we are empowering referees with the knowledge, confidence and institutional backing they need to act decisively. This proactive approach strengthens trust, protects our competitions and reinforces CONMEBOL’s long-term commitment to transparency, credibility, and fair play across South American football,” said Graciela Garay, director of ethics, compliance & integrity at CONMEBOL
“Referees are not just enforcers of the rules. They are guardians of the competition itself. Education gives them clarity, confidence and protection. When officials understand how manipulation works and how to respond, the space for match-
ABOVE: IBIA’s education ambassador and the CONMEBOL Ethics, Compliance & Integrity Department delivering education training to football referees.
fixing shrinks dramatically. As the global standard-setter for athlete education on betting integrity, we are very excited to be working closely with CONMEBOL and their Ethics, Compliance & Integrity Department because of their commitment to creating a culture of integrity in football,” added Reymond.
A Broader Integrity Framework
The referee education program adds a further layer to the ongoing collaboration between CONMEBOL and IBIA as those organizations deepen their partnership in the fight against match-fixing. The growing relationship signals that Latin America’s regulated betting market and sports-integrity ecosystem continue to mature.
As part of IBIA’s wider mission to advance integrity, transparency and evidence-based monitoring worldwide, cooperation includes the exchange of suspicious betting alerts through IBIA’s Global Monitoring & Alert Platform (Global MAP). The platform monitors more than 1.5 million sporting events and approximately $300 billion in bets each year. The collaboration also extends to CONMEBOL’s monitoring group.
In December, IBIA Operations Manager Jack Byrne also joined a CONMEBOL monitoring-group meeting in Lima. He shared insights drawn from Global MAP, highlighted current betting trends and emerging risk indicators, and emphasized the value of strong collaboration between betting operators, sports organizations, and public authorities.
Prevention through Education
While regulated operators and monitoring systems play a key role in fraud detection, prevention remains central to tackling sports bettingrelated match-fixing. That prevention starts with educating those most at risk — athletes, coaches and match officials.
ABOVE: IBIA’s education ambassador together with the CONMEBOL Ethics, Compliance & Integrity Department
IBIA’s global education program, which is also currently delivering sessions in Canada and Europe, uses operator intelligence gathered from Global MAP. It addresses risks through early engagement, tailored training and trusted partnerships. The objective is clear: Equip players and sports personnel to recognize, resist, and report match-fixing attempts. By embedding education within this broader framework, CONMEBOL and IBIA send a clear message to the region’s expanding, regulated, betting sector: Protecting football requires long-term commitment, shared accountability, and continuous investment in awareness and resilience at every level of the game.
TRACKING SUSPICIOUS BETTING ACTIVITY
IBIA’s 2025 integrity report reveals that football and tennis still dominate global suspicious-betting activity
The International Betting Integrity Association (IBIA), the global voice on integrity for the regulated betting industry, has published its annual Sports Betting Integrity Report. It details suspicious betting activity identified across its expanding global-monitoring network during 2025.
The report records 300 suspicious betting alerts reported to relevant authorities during the year, a 29 percent increase on the 232 alerts reported in 2024. IBIA attributes the rise in part to expanded globalmonitoring coverage and enhanced analytical capabilities delivered through its technology platform.
While the headline number has increased, IBIA notes that the
overall integrity risk pattern remains consistent. Football and tennis continue to account for the majority of alerts.
Just not Cricket
Of the 300 alerts recorded in 2025, football accounted for 110 cases and tennis for 74, together representing over 60 percent of all reported suspicious betting activity. This concentration mirrors previous years and reinforces the need for continued vigilance in two of the most globally bet-upon sports.
Alerts were reported across 16 sports in total, underlining both the breadth of IBIA’s monitoring capabilities and the diverse nature of contemporary, regulated, betting markets. Beyond football and tennis, IBIA continues
to monitor integrity risks in a range of sports where market growth or structural vulnerabilities may elevate exposure. The association stresses that identifying sport-specific risk patterns remains central to targeted preventative strategies.
Operator Intelligence
At the core of IBIA’s integrity framework is its Global Monitoring & Alert Platform (Global MAP). The system monitors over 1.5 million matches annually across more than 80 sports, analyzing transactional data that represents over $300 billion in turnover per year from its member operators.
Unlike purely statistical monitoring systems, the Global MAP is built on account-level data shared directly by licensed operators. This “operator intelligence” provides a strong evidential foundation for investigations and is based on detailed customertransactional data.
In 2025, IBIA data contributed to 54 matches being proven corrupted, with sanctions imposed on 24 players, teams and officials across five sports. The association’s intelligence was
again used extensively by sportsgoverning bodies and law-enforcement agencies to support disciplinary, as well as criminal proceedings around the world.
For IBIA, operator intelligence is more than simply an investigative tool. Detailed alert data informs the association’s broader prevention strategies. These include policy development, regulatory standards, research initiatives and targeted education programs. By analyzing alert patterns across sports, markets and regions, IBIA is able to identify emerging vulnerabilities and shape proactive countermeasures — from strengthening risk-management protocols to supporting international regulatory dialogue.
Collective Action and Prevention
Commenting on the findings, IBIA CEO Khalid Ali stated that while football and tennis continue to represent the primary integrity risk exposure, the expanded scale and reach of IBIA’s Global MAP has further strengthened the association’s ability to detect, assess, and support investigations worldwide.
FEATURE: IBIA
“Our 2025 data highlights a familiar integrity-risk pattern, with football and tennis continuing to account for most suspicious betting activity,” said Ali. “At the same time, the greater scale and reach of our Global Monitoring & Alert Platform means our ability to detect, assess and support investigations across markets and sports has increased.
“This is driven by operator intelligence generated by our membership,” he continued, “and their continued commitment to identifying, disrupting, and preventing bettingrelated corruption through collective action, and information-sharing with our partners.”
IBIA’s operator-intelligence led model remains central to that approach. By pooling transactional data across a growing, global, membership base, the association can
identify and disrupt corrupt betting activity more effectively than simple odds monitoring or purely national systems.
As regulated markets continue to develop, IBIA maintains that intelligence-sharing, collaborative enforcement, and preventative education will be fundamental to maintaining consumer confidence and protecting sport, operators, and consumers from betting-related corruption.
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RACE FOR MILAN HEATS UP
Boomerang Partners’ TIME TO WIN tournament moves into the final weeks with exclusive AC Milan-related rewards still in play
45 affiliate teams from around the world are taking part in the TIME TO WIN tournament. Its organizer, Boomerang Partners, an Official Regional Partner of AC Milan, is offering a range of AC Milan experiences as prizes. With less than two weeks to go until March 31st, the competition is intensifying across all tiers.
Early progress across reward tiers
The tournament is already showing strong progress across the prize tiers. 6 teams have passed the 250-point mark, securing their place in the draw for official AC Milan jerseys signed by players.
At the same time, around a quarter of all teams have already locked in additional bonus points for the upcoming third season of the Golden Boomerang Awards, Boomerang Partners’ global affiliate tournament. It will launch in early April 2026, promising new challenges, exclusive prizes, and unique experiences for participants.
The TIME TO WIN tournament has also attracted a growing number of new partners, reflecting strong global interest among affiliates in Boomerang Partners’ initiatives.
Tight race at the top
While one team has emerged as a clear frontrunner, the competition for the top positions remains intense. Teams
FEATURE: BOOMERANG
ranked between the top 3 and top 6 are closely grouped, all pushing toward the 550-point milestone required to secure a trip to Milan for the AC Milan v Juventus match. The experience includes behindthe-scenes access, pre-match entry to the tunnel area, and pitchside viewing of the teams’ warm-up.
The ultimate prize draw – an exclusive visit to AC Milan’s legendary training base, Milanello Sports Centre powered by Clivet –awaits those who reach 750 points.
Diverse engagement mechanics
The TIME TO WIN tournament is also driving strong engagement beyond traffic-focused tasks. Marketing surveys have become the most popular mechanic so far, followed by PR-focused surveys. Teams are also actively engaging in other activities, completing SMM challenges and leaving expert comments on the Rossoneri Hub, the main platform for Boomerang Partners’ AC Milan-related activations.
Activity peaks are clearly aligned with major sporting events, with weekends driving the highest levels of participation.
Final stretch: less than two weeks to go
With less than two weeks remaining until March 31st, there is still time for both new and existing affiliate teams to accelerate, accumulate points, and compete for high-value rewards.
The TIME TO WIN tournament remains open to new participants, offering a chance to enter the race at a crucial stage and compete for unique AC Milan experiences.
ABOUT BOOMERANG
Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang Partners is an Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards – a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. Partners of the Agency launched six new products in 20242025, contributing to a nearly 1.5-fold increase in product users.
The Agency’s client portfolio contains 10+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide incentive programs and 24/7 multilingual support.
