As AI reshapes betting product design, Kambi‘s Chief Product Officer Erik Lögdberg believes the traditional sportsbook catalogue is heading towards obsolescence.

Speaking to SBC Media, Lögdberg outlined Kambi’s simplified two-product structure  Turnkey Sportsbook and Odds Feed Plus – two products using the same underlying trading data and engine. 

Where these products are distinct is in their delivery model. 

The Turnkey Sportsbook offers operators a total, end-to-end solution spanning technology, pricing, risk and compliance.

Odds Feed Plus meanwhile, allows operators to plug that same trading intelligence into their own platforms, prioritising margin efficiency and in-house innovation. 

Asked about where the product itself was heading, Lögdberg pointed to a shift away from the “static catalog” model that has defined sportsbooks for years. 

“We think this grid or catalog model is beginning to break down when AI increases both the scale and variety of what we can create on the offering side,” Lögdberg said.

The Swede described the future of sportsbooks as behaving “less like a shelf of fixed products and more like a live intelligent layer around the sports betting event,” putting recommendations, combinations and promotions tailored to individual users front and centre.

Bet Builder and player props, he argued, already prove the direction of travel, demonstrating players’ appetite for combinability and personalised betting. 

But Lögdberg was clear that scaling coverage alone isn’t enough, brands need to ensure that relevance keeps up. 

For Kambi, that means pairing its trading engine with its data assets: one identifies which propositions matter, the other delivers them at scale. 

“Together, the rich data and the AI trading engine we have, they can create the right product at the right time,” he said.

Watch the full interview here.