2026 FIFA World Cup: How Technology Fuels LatAm’s Betting Boom

Leading industry players are already gearing up for unprecedented levels of engagement from sports betting enthusiasts. Kambi is among the frontrunners in this sector. The brand has announced its shift to fully AI-driven trading.

Advancements in the Brazilian Bookmaker Vertical

Brazil’s regulated sportsbook sector was officially opened in 2025, and operators now aim to connect with local punters. Niche analysts emphasised that the technology stack increasingly shapes the competitive landscape.

Kambi continues to set industry trends. Notable highlights include:

1. Top-tier customers. Many regional leaders rely on Kambi’s products, such as KTO and Stake, which utilise the company’s Turnkey Sportsbook. Additionally, Superbet has recently adopted Odds Feed+ for trading and pricing.
2. Broad audience reach. Kambi currently handles over 50% of all wagers in Latin America.
3. Data-based insights. The provider leverages large volumes of information to analyse the sphere and forecast its major trends in sportsbook software across Brazil’s market.

Mateo Lenoble, Kambi’s Head of Sales for Latin America, suggests that 2 aspects can lead operators to success when used together: a robust technological foundation and a thorough understanding of local cultural nuances.

Brazilians, in particular, are known for their curiosity about everything innovative and different. A few years back, popular trends included cash-out and early-payout options, but now, local players are more frequently utilising bet builders. This shift introduces a wide range of variations and significantly enhances engagement.

Personalisation as a Key to Prosperity

Kambi’s experts estimate that football makes up about 90% of all processed traffic. However, the company advises not to focus solely on one niche. Instead, it is recommended to explore other verticals, especially when targeting a global presence in the LatAm market.

For example, American sports are very effective for broadening reach throughout Mexico, Central America, and the Caribbean. Meanwhile, Major League Baseball is particularly popular among betting enthusiasts from the Dominican Republic.

Kambi has successfully expanded globally, and Mr Lenoble, drawing from this experience, stresses the significance of a personalised approach across jurisdictions, noting that it encompasses more than just language.

Each component must be tailored to a specific GEO, including:

• pricing;
• payment systems;
• trading solutions, etc.

The gambling markets in Brazil and Mexico are central to the regional ecosystem, each with distinctive cultural peculiarities. Kambi’s specialists work closely with leading operators like BetPlay and RushBet to ensure success on these terrains.

The figures show strong growth across these jurisdictions. For example, in the 1st operational year of Brazil's legal sportsbook sector, its GGR reached a record R$37 billion (US$7 billion).

Emerging Global Trend: Technology as an Indispensable Asset

The emphasis on cutting-edge solutions is especially evident in this region. It is not just a way to broaden reach but a new benchmark of competitiveness.

Those planning to enter Brazil’s market in 2026 should remember that a well-established brand and a robust promotional campaign are no longer enough to achieve strong results. Players now demand more sophisticated technology and transparent pricing.

Mr Lenoble emphasises that success in this segment relies on maintaining the right balance. Some attempt to adapt casino strategies to bookmakers, but these 2 niches have many distinct features. Licensees either closely monitor market shifts and behavioural trends independently or outsource professional teams.

Nowadays, many companies struggle to adjust odds swiftly due to limited operational flexibility. Having access to dynamic coefficient adjustment is becoming crucial for long-term success, and this requires the right technological base.

This summer, Kambi intends to advance its development by deploying a fully automated system for the FIFA WC, having already transitioned about 60% of its global operations.

For the supplier, AI algorithms offer several tangible benefits:

• accelerating processing of trading requests;
• delivering more transparent and accurate pricing;
• boosting long-term margins for partner sportsbooks.

Regulatory Prospects of Regional Countries

The Brazilian market’s rapid upturn has ignited public concern and criticism from those apprehensive about a possible decline in the gambling sphere. The discourse intensified when the state’s President, Luiz Inácio Lula da Silva, revealed plans to completely shut down bookmaker projects.

However, Mr Lenoble believes that bold statements and potential tightening of requirements will not substantially impact the national sports betting sector. This vertical has previously adapted to challenges like tax hikes, which is common practice in regulated countries. He does not anticipate major shifts.

Mr Lenoble’s optimism stems from the market’s considerable untapped potential. In other regional jurisdictions, sportsbook brands already achieve margins of about 13%, whereas in Brazil, the figure is still at 6–7%. Local operators have ample room for optimisation and expansion.