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“All the testing in the world cannot tell you precisely where you stand against the rest of the market on key aspects of the product,” Lamb says. “It was very positive to see Kambi as a leader in these key metrics.”

The way customers used the offering was equally instructive. Bets outside the match-winner market accounted for 63% of pre-match turnover, compared with 57% in 2022, reinforcing the importance of depth beyond traditional markets.

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.

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The action from the first leg was not the most sparkling that either side have produced during the season but hinted at the areas Leicester can exploit back at the King Power Stadium.

When it comes to attacking, free-flowing football, The Foxes are right up there and will surely produce a champagne performance. One player who has quietly been one of the Midlands side’s best performers this season is Belgian midfield magician Youri Tielemans, and at 4/1, he’s a great bet to help his side to an entertaining victory.

Our tip: Youri Tielemans to score and Leicester to win (4/1)

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Nearly a third of respondents told Fullstory that increased event contract breadth could compel them to consistently choose a prediction market over a sportsbook.

Sportsbook operators have an inherent advantage over prediction markets in that the former can offer significantly larger sign-up and retention bonuses and gaming companies are leaning into those expenditures this football season.

Promotional spending is nice and has proven to be an effective customer acquisition tool, but both sportsbooks and prediction markets would do well to emphasize bespoke experiences for clients because they’re looking for customization.