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The lesson is simple: gambling still attracts capital when the money is visible. It is less attractive when the payoff lies far in the distance.
The biggest new uncertainty in US sports betting is prediction markets. The American Gaming Association estimates that Americans will legally wager $29.5 billion in betting handle through US regulated commercial sportsbooks during the 2026 NFL season, broadly unchanged from the $29.4 billion handle recorded in 2025. These figures refer to the amount wagered, not sportsbook revenue.
Robinson calls prediction markets “the main event”. His argument is not simply that US customers are moving from sportsbooks to prediction markets. The more important point is that sportsbooks no longer have the relatively protected market that was once assumed.
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As Kesitilwe explains, a key theme of the week has been turning conversations on safer gambling into practical actions.
He says the signs have so far been “very encouraging”, telling iGB: “The initiative demonstrates that cooperation does not have to remain at the level of conference and policy discussion.
“It has to translate into practical action, educating players, engaging communities, protecting young people and highlighting the dangers of illegal and unlicensed gambling.”
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Polymarket may defend any substantial investment in marketing given the overwhelming impact on customer acquisition that ensued. On Tuesday, Polymarket ranked first on the App Store in downloads for free finance apps, topping archrival Kalshi, Capital One Mobile and prominent payment providers PayPal and Venmo.
The company did not immediately respond to a request for comment from iGB.
A bevy of participating athletes took to social media this week to share their thoughts on the campaign. An X post from Leguizamo, a longtime comedian, encapsulated the fast-paced nature of prediction markets.