Nylén firstly outlined the three core areas Kambi focuses on when optimising its sports betting content; technology, risk management and regulation. 

The latter is undoubtedly a prominent topic in the industry right now, and Nylén believes the supplier is leading the way when it comes to sports betting integrity.

“We are very good at making sure the products we are offering in the different regulations are compliant,” he said. “We are very often reporting issues we see, but more importantly I think we are very good at not offering events that we, beforehand, believe could be suspicious.”

Nylén also explained just how vital it is for tier-one operators to utilise groups such as Kambi to stay ahead of the competition: “I'm pretty sure that for most operators, if you're not one of the absolute largest, you have to outsource.

“Tier ones that remain vertically integrated get an inferior product, and are overtaken by emerging operators who leverage outsource models. And that has been very apparent in Europe over the last decade.”

He pointed to major global companies including Apple, Boeing and Rolls Royce as examples of the advantages of outsourcing, and exactly how important it can be going forward.

“We can look at different industries across the world,” he noted. “Like Apple, for example. An enormous company, and they still outsource key components in their phones, for instance. TSMC is doing their semiconductors. They understand the problem is better off with having a supplier rather than doing everything in-house.

“The same goes for Boeing. They are outsourcing maybe one of the most important components of an aeroplane; the motors. This is often done by Rolls Royce. They're not building the whole plane themselves. And I think you can take these examples to pretty much every industry in the world. You don't do everything in-house.”