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Like Betsson, Stake is trying to combine its global scale with a deep understanding of local markets in LatAm. It now holds local LatAm licences in Colombia, Brazil, Peru and Mexico, as well as the Province of Buenos Aires in Argentina.

Having received its licence in Peru in August 2024, Escobar argues Stake’s global scale delivers an advantage only when it is paired with a deep understanding of the Peruvian market and its players.

“We benefit from world-class technology, a market-leading product and one of the strongest brands in the industry, but success isn’t achieved simply by bringing a global platform into a new market,” Escobar says. “We’ve invested heavily in understanding Peruvian players, building local partnerships, working with creators, supporting football and tailoring our marketing and customer experience to local preferences.

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The government blocked 548,420 illegal betting and gambling websites between 2006 and 2025, including 84,000 in 2025 alone. 

These comments echo a similar sentiment emphasised at the country’s Directorate of Communications panel event on illegal betting and addiction on 10 September. Deputy Minister of Interior Ali Çelik suggested that curbing addiction would lead to a decrease in illegal betting activity. 

Çelik said: “If we can eliminate this sector, we will also minimise the funds flowing into the hands of the next criminal organisation.”  

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The aim is an on-demand sportsbook capable of offering the right bet to the right customer at the right time. Lamb believes Kambi’s network of more than 70 partners provides an important advantage in pursuing that goal. More than €17 billion in annual liquidity and billions of bets placed each year give its models a depth of information that can improve pricing, risk management and product development.

“The term AI is everywhere across the world of technology, and the betting and gaming industry is just one where its impact is being felt,” Lamb says. “Taking AI beyond being a buzzword, building and deploying the systems and automation necessary to maximise its potential and deliver the right results is the challenge each of these industries face.”

For Kambi, data must be combined with the knowledge of experienced traders who can direct the technology, scrutinise its output and identify where it can add value next.