Lil Santa

How to play Lil Santa

In an April interview with iGB, Sher reflected on the challenges of regulatory uncertainty in Mexico

“Right now we are working based on a framework of laws which you cannot even call regulation, from 1947,” Sher said. “So it’s very hard to work long-term and to give long-term commitments. While the future is unclear in terms of regulation, we saw what happened in other countries in LatAm when they changed the regulation every other month.

“In Mexico, I think we are stable, we know how to deal with this market. Of course, we will be very happy if in the future, a proper regulatory framework will be introduced and not the way that we are working right now.”  

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Notably, it has also provided insight into the evidentiary standards French courts expect operators to meet before taking corrective actions that could be subject to legal challenge.

The regulator identified six key categories of fraud frequently encountered in online gambling. These included identity fraud, payment fraud and abusive chargebacks. It also covered in-game cheating, money-dumping and sporting event manipulation

For each category, the guide explained pertinent legal provisions and recommended operational actions. 

What is Lil Santa?

The shift means that rather than spending their time pricing and managing established markets, traders can now apply their expertise where human judgement has the greatest value, including developing and testing new products. AI removes many of the practical limits on what can be offered and priced, and manages the resulting scale and complexity. The result is greater efficiency for Kambi and a better service for its partners and their customers.

“To this point, sportsbook product creation has largely been guided by a trading department’s ability to profitably price and risk-manage certain bet offers,” Lamb says. “AI trading lifts those limitations, while also enabling that existing human expertise to be leveraged more effectively.”

The 2026 tournament demonstrated why Kambi believes this total integration of AI is necessary. Sportsbooks are no longer built primarily around match results and traditional pre-match markets. Bettors increasingly expect to construct wagers around individual players and specific moments within a game.