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It is with that ambition that Yggdrasil has developed two new solutions that Curwen believes can change both how games are created and who is able to create them. Game in a Box is designed to make the development process faster, more efficient and more flexible, while Studio in a Box goes a step further, giving businesses the tools to build their own portfolio of original games without the need to establish a traditional studio of their own.

Game in a Box addresses the development process itself. Traditionally, a game idea passes through multiple stages – from maths and development to QA and certification – potentially involving different teams and repeated rounds of work.

Game in a Box brings those stages into a connected workflow, giving creators greater control over a game as it evolves. The platform is already being used internally by Yggdrasil and is being piloted with selected partners ahead of its wider market release.

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GiG exited the B2C space in 2023 when, after a strategic review, the company split its media and platform divisions, the former of which was rebranded as Gentoo Media.

The 888Africa acquisition announcement raises questions about why GiG have opted to return to the B2C sphere. Richards warns against over-analysing the deal as a wholesale return to B2C, insisting that GiG remains a B2B platform and tech business at its core.

Asked why GiG had returned to B2C, Richards explains the decision was threefold.

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The aim is an on-demand sportsbook capable of offering the right bet to the right customer at the right time. Lamb believes Kambi’s network of more than 70 partners provides an important advantage in pursuing that goal. More than €17 billion in annual liquidity and billions of bets placed each year give its models a depth of information that can improve pricing, risk management and product development.

“The term AI is everywhere across the world of technology, and the betting and gaming industry is just one where its impact is being felt,” Lamb says. “Taking AI beyond being a buzzword, building and deploying the systems and automation necessary to maximise its potential and deliver the right results is the challenge each of these industries face.”

For Kambi, data must be combined with the knowledge of experienced traders who can direct the technology, scrutinise its output and identify where it can add value next.