Millionaire Mystery Box

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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.

“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.

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Singapore’s experience shows that tourism growth and stringent social safeguards need not be mutually exclusive. Since its IRs opened, international visitor arrivals have risen from 9.7 million in 2009 to 16.9 million in 2025, while tourism receipts more than doubled from S$12.4 billion to a record S$32.8 billion.

At the same time, problem and pathological gambling rates among Singaporean adults have remained stable, with the rate declining notably between 2023 and 2025. As the spokesperson puts it, the model blends “two objectives together: generating tourism and economic benefits while making responsible gambling and social safeguards central to the model”.

The model is also evolving beyond gaming. RWS’ S$6.8 billion RWS 2.0 transformation is expanding its mix of attractions, hospitality, retail and lifestyle offerings, with the aim to “broaden the appeal of the destination and encourage repeat visitation”.