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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 triumvirate of Netherlands, Germany and Sweden is often held up as an example of how not to regulate, with all three countries haemorrhaging players to waiting illegal operators. So what is public sentiment like towards operators? “My feeling is that if you look at public sentiment, they don’t see really the difference between online and land-based,” says Petra. “If you look into what they’re saying, they’re primarily talking online. But for the general public, there is no difference [between the channels] in that respect.”

She believes the sentiment towards gambling among the Dutch public is comparable to the UK, Finland, Germany, France. “So, very tense,” she says.

However the sentiment towards the Holland Casino brand has remained quite positive, while more generally the sentiment towards gambling is very critical.

How to play Ludo Master Lite - Dice Game

Yet its longer-term vision stretches beyond simply adding more short videos to the casino floor. Ultimately, Yashin does not see Swipe as simply another category within the existing casino lobby. His ambition is for it to become a platform-level feature: alongside games, live casino and sports, players would find a dedicated Swipe button opening an endless feed personalised around their individual tastes.

“At that point, it is no longer just a collection of games,” Yashin says. “It becomes a new format for consuming casino entertainment, where every swipe brings a new piece of content and a new playable moment.”

Within iGaming itself, Yashin believes the implications of generative and real-time AI could ultimately extend into areas such as live casino, including AI-generated characters replacing physical presenters.