Big Sumo

What is Big Sumo?

Speaking at the launch event, MGA CEO Charles Mizzi emphasized that the framework is meant to foster progress rather than stifle it.

“Our role as a regulator is not to stand in the way of innovation, but to help create the certainty and confidence needed for innovation to flourish responsibly,” Mizzi said.

The charter does not create new regulatory obligations and was designed to complement legislation including the EU AI Act and GDPR.

How to play Big Sumo

“Customers seek personalised experiences, extensive player proposition bets and the ability to build highly customised wagers in real time,” Lamb says. “Meeting these modern expectations through manual trading is no longer realistic at scale.”

AI also helped Kambi reduce the delay between a customer selecting an in-play bet and being able to place it. Its dynamic live delay technology enables it to set bespoke live delay on an individual bet level, optimising the UX and alleviating friction. Across the Premier League and World Cup, Kambi reduced live betting delay by more than 40% between August 2025 and July 2026.

The result for customers was more choice, shorter suspension periods and faster bet acceptance. For operators, those improvements can support both customer retention and profitability.

How to play Big Sumo

Based on its projections, EKG sees the overall sports wagering industry growing 8% year-over-year, outpacing the current baseline growth rate of 5% (a figure that strips out temporary boosts from the 2026 World Cup).

Assuming that 8% spurt is realized, it’d be impressive because since the end of the 2025 football season, only Missouri and Alberta, Canada joined the live and legal sports betting party with Arkansas opening to DraftKings and FanDuel earlier this year.

Prediction markets have proven effective at attracting sharp bettors and high-rollers who are often limited or banned by traditional sportsbooks. However, consumer surveys indicate that when given the choice between a sportsbook and a yes/no exchange, most recreational bettors still prefer the traditional sportsbook interface. That dynamic helps explain why prediction markets remain in second place.