Kambi has reported continued growth in bet builders in both football and American football across its operator network, with 49% of its network of sportsbooks’ pre-match bets for the 2025 Super Bowl being same game parlays.
In its 2025 Sports Betting Report, released on Tuesday, the supplier said the product showed “little sign of slowing down”, with bet builders as a percentage of pre-match bets having increased from 45% in 2024.
Additionally, bet builders accounted for 24% of pre-match bets on the 2025 Champions League, compared to 20% the year before.
The Stockholm-listed supplier also provided data which showed the “most engaged” groups placed a higher proportion of bet builders.
Kambi categorised engagement on a sliding scale from one to 10, with one being the most engaged based on “recency, frequency and monetary criteria”.
As such, 83% of group one customers placed at least one bet builder last year, compared to 44% of group 10 customers.
Looking ahead to the 2026 FIFA World Cup, Kambi’s report said that bet builders during international football tournaments continued to grow, with 16% of pre-match bets being bet builders in Euro 2020 and that figure rising to 37% for Euro 2024.
For the 2025 Nations League finals, 57% of pre-match bets were bet builders.
Basketball was Kambi’s more popular sport in the US and Canada, followed by American football and baseball.
Despite this, Super Bowl LIX was the most popular event and the most popular event for first-time bettors.
Kambi reported that 88% of Super Bowl LIX pre-match bet builders contained at least player prop.
Player props accounted for seven of the 10 most popular markets on both pre-match and live bets from 4 September 2025 to 9 January 2026, although point spread sat atop the list.
In Latin America, football was the most popular sport with basketball and tennis in second and third, respectively.
Per the report, there were 18 times the number of bets on football than there were on basketball.
The Champions League final was the most popular event in the region, while the quarter-final match between Real Madrid and Arsenal was ranked highest among first-time bettors.
In Europe, football was the most popular sport with horseracing’s Grand National most popular event across the board and for first-time bettors. This echoed recent data released by Entain, which revealed the Aintree showpiece was its most popular betting event of 2025.
Looking at AI, Kambi launched AI trading at the FIFA 2022 World Cup and saw 4% of bets traded on its network powered by the tech.
That figure increased to 18% in 2023, 28% in 2024 and 48% in 2025.
It also noted that the technology has driven expansion below football’s top leagues, with there being a 65% increase since 2022 on all bet offers in the Dutch Eredivisie and 45% in the English Championship in the same time frame.
The post Kambi reports bet builders “show little sign of slowing down” first appeared on EGR Intel.
Sportsbook supplier’s 2025 Sports Betting Report reveals around half of all pre-match bets staked on the Super Bowl were same game parlays
The post Kambi reports bet builders “show little sign of slowing down” first appeared on EGR Intel.