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Cubeia is also moving away from the traditional process in which a developer builds something and then hands it to QA.

In the old model, Grenstad says, the product owner decided what to build, the developer decided how to build it, QA tested it and operations eventually handled the release.

As discussed last month, QA has become part of the process rather than a final stage. Product engineers consider from the planning stage what can be automated and what needs manual testing, while QA specialists now strengthen automation and identify gaps in coverage.

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Post-World Cup, Kambi is now working to offer more shots-on-target options before matches and additional automated intervals in-play, creating further betting opportunities as games unfold.

“Giving bettors more ways to personalise their wagers around the players and moments they care about was a big takeaway from the tournament and one which continues to inform Kambi’s development of cutting-edge sports betting products,” Lamb says.

Kambi is now rolling out AI trading across other sports, including basketball, ice hockey and American football. Its longer-term ambition extends beyond automating established processes to using the technology to create products that could not previously be delivered at scale.

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However, Playtech suggested that Evolution had failed to provide data that would have let Spectrum determine whether gaming sessions had occurred in Iran, Syria and Sudan. 

It also said Spectrum was able to “specifically corroborate” Black Cube’s claims that Evolution’s games were accessible and generating revenue in several “prohibited locations”. These included Hong Kong, Singapore, the United Arab Emirates and Saudi Arabia.

Evolution has for several years denied any involvement in illegal activity. In a statement to iGB in November, the company said its defamation litigation aimed to hold Playtech and Black Cube “accountable for its wrongdoing” and to protect shareholder value.