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Explore the dynamic world of sports betting systems through this conference talk delivered by Trevor Burton-McCreadie from Lunatech. Dive into the David and Goliath battle between price setters (bookmakers) and price takers, examining how both sides strive for profit. Discover the challenges faced by bookmakers in balancing profit and risk while navigating evolving regulatory requirements. Learn about the spectrum of bettors, from casual fans to professional exploiters of market inefficiencies. Understand the critical importance of Reactive principles in this domain, including responsiveness to fleeting opportunities, resilience against profit-wiping failures, and elasticity to handle varying market volumes. Gain insights into real-world use cases demonstrating how Akka has been employed on both sides of the sports betting industry, showcasing its effectiveness in building robust and reactive systems.