AI Now Prices Nearly Half of All Sports Bets as Bet Builders and Player Props Surge, Kambi Reports
Artificial intelligence is rapidly becoming a foundational component of sports betting trading, according to new data published by Kambi.
Kambi’s 2025 Sports Betting Trends Report reveals that 48% of all bets placed across Kambi’s network in 2025 were priced using AI-driven trading models, a sharp increase from 18% in 2023 and just 4% in 2022. The figures highlight a structural shift in how sportsbooks price markets, manage risk, and scale their product offerings.
Manual Pricing Can No Longer Keep Up
As sportsbook operators continue to expand the number of available betting markets—particularly player props and Bet Builders—traditional manual pricing models are increasingly unable to keep pace.
Player props focus on individual athlete performance rather than match outcomes, while Bet Builders allow customers to combine multiple selections within a single event into one wager. The combinatorial complexity created by these products has made automation essential.
AI systems are now widely deployed to price markets, manage exposure, and update odds in real time. The data suggests that this technological shift is closely linked to the explosive growth of combinatory betting.
Bet Builders Drive AI Adoption
Bet Builders, which gained mainstream adoption several years ago, allow bettors to combine multiple outcomes within a single event, dramatically increasing the number of possible pricing permutations. These wagers can include combinations of in-game and pre-match markets such as corners, cards, and correct score.
Automating these calculations has become critical for operators looking to offer depth of markets without compromising on speed or accuracy.
The report shows that 49% of all pre-match bets placed on the Super Bowl in 2025 were Bet Builder wagers, up from 45% in 2024, 31% in 2023, 27% in 2022, and just 5% in 2021.
In just three years, Bet Builders have evolved from a value-added feature into the dominant pre-match betting format for the biggest betting event in U.S. sport.
Engagement and Bettor Value
Behavioural segmentation data also shows that Bet Builders disproportionately appeal to more engaged bettors.
In 2025, 83% of the most engaged bettors placed at least one Bet Builder wager, compared to just 44% of the least engaged bettors. This highlights the product’s importance not only for turnover, but also for customer engagement and lifetime value.
Player Props at the Core of the Shift
Player props sit at the centre of this transformation. According to the report, 88% of Super Bowl Bet Builder bets in 2025 included at least one player prop, up from 72% in 2022.
This mirrors broader betting behaviour in the United States, where individual performance markets—particularly across American football and basketball—have increasingly become the primary engagement driver.
Player props have also consolidated their position among the most popular NFL markets, with categories such as touchdown scorer overtaking traditional markets like total points.
During the 2024/25 NBA season, data shows that a typical player-prop bettor:
- Placed 3.6 times as many bets
- Generated 3.2 times more gross gaming revenue
- Wagered on 2.9 times as many games
A Global Trend, Not Just a U.S. One
The data suggests the trend is not confined to American sports. In European football, Bet Builder usage has increased steadily, with Champions League pre-match Bet Builders accounting for 24% of bets in 2025, compared to just 8% in 2020.
AI as Core Infrastructure
While the figures are drawn from Kambi’s own network of more than 50 sportsbook operators, they point to a wider industry shift.
AI-driven pricing is no longer an optional enhancement—it has become core infrastructure for modern sports betting. As Bet Builders and player props continue to scale across sports and regions, AI’s role in trading, pricing, and risk management is set to deepen further.
