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The number of Bet Builder bets on the 2026 World Cup doubled compared to the 2022 tournament, with the increase particularly pronounced in-play, where seven times as many live Bet Builders were placed. They accounted for 22% of all live bets, compared with just 3% four years earlier.
‘Meeting these modern expectations through manual trading is no longer realistic at scale’
Player propositions were included in 65% of Bet Builders, up from 25% in 2022. Meanwhile, player shots on target became Kambi’s second-largest pre-match betting offer by turnover, while other popular selections included a player to score or assist.
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Betting shops declining for the twelfth consecutive period, standing at 5,617, a 3.6% decrease representing a loss of 208 shops year-on-year.
Various tier one and two retail operators, such as William Hill and Betfred, have scaled back and closed hundreds of shops between them this year.
Non-remote betting was reported at £2.4 billion (down 3.3%) with non-remote casinos at £933.9 million (up 0.4%) and non-remote bingo at £703.8 million (up 8.2%).
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But Klebanow argues that pachinko engages only one specific demographic of Japan’s spciety. Despite the industry’s scale, the format appeals primarily to young men.
Its noisy and crowded parlours, he notes, do little to attract Japan’s critical demographic of women aged 40 and over. They “do not find pachi facilities comfortable or appealing”.
Given that women account for nearly 60% of gaming customers in the US, Klebanow argues that Japan’s IRs should instead offer environments where this demographic feels “safe and comfortable”. The key lesson from pachinko, he concludes, is therefore “not to create gaming environments that mimic them”.