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The deal extends to activations around the 2027 Super Bowl in Los Angeles. The companies have outlined provisions for hospitality programmes, VIP experiences, activations across several Mexican cities and official NFL merchandise opportunities for Codere Online’s customer base.

“This agreement strengthens our premium positioning while underlining our long-term commitment to Mexico, a market with an extraordinary passion for the NFL,” said Carlos Sabanza, director of sponsorships and public relations at Codere Online. 

By aligning with the NFL, Codere seeks to leverage marquee live events to boost customer engagement and enhance its offerings through unique fan experiences.

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Prime Minister Andy Burnham had already announced the government’s intention to scrap “aim to permit” for betting shops as well as insisting that AGCs will now need planning permission to function.

In her letter David warned another tax increase, on top of April’s RGD increase to 40% of GGR, could increase its operational expenses for retail by £100 million annually.

This could precipitate as many as 1,470 shop closures and the loss of up to 15,900 jobs, according to figures commissioned via the Betting and Gaming Council and consultancy firm EY.

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But more capacity does not mean Cubeia has eliminated bottlenecks. With AI agents producing several streams of work in parallel, the company is still trying to find the right balance of how much work an individual can manage and review.

“The bottleneck becomes the person reviewing everything. That does not mean we never review the code itself. For sensitive or critical parts of the system, we still look more closely at the implementation, particularly from an architecture, performance, security and reliability perspective. But we no longer apply that level of manual code review to everything.” Grenstad says.

The shift to AI is also changing how Grenstad thinks about recruitment. A team working on the player journey, for example, needs people who understand casinos, iGaming and what a strong player experience should look like.