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Throughout the ad, Novig throws shade on its rivals for offering niche markets on events such as the timeframe for when traders believe that Venezuelan President Nicolás Maduro will be removed from office. Unlike operators such as Kalshi and Polymarket, Novig has opted to limit its offerings to purely sports. “No betting on wars, or deaths…or politics,” Sweeney mused.
During the 2025-26 NBA season, Kalshi made waves by granting an equity stake to two-time league MVP Giannis Antetokounmpo. According to the Wall Street Journal, Sweeney’s representatives approached Novig to express interest as a potential investor. Eventually, the company granted her an undisclosed amount in equity. The increased role of celebrity endorsements in the space is a trend that will likely receive closer observation in the coming months.
During the second half of 2026, prediction markets have endured the wrath of a plethora of state governors, most notably Kathy Hochul of New York.
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The new Belmont is part of a major restructuring of the New York Racing Association’s operations, with Belmont replacing Aqueduct as the year-round home of downstate thoroughbred racing.
Aqueduct staged its final races June 28, ending a 132-year history at the Queens track. It remained open for simulcast wagering until September 7 before closing permanently.
The new Belmont is significantly different than the sprawling venue it replaced. The former 1.25 million-square-foot grandstand, which had become vastly oversized for the contemporary racing crowd, was demolished to make way for a much smaller, modern facility with a focus on hospitality and premium seating.
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With all that in mind, it’s not surprising that Macquarie expects sports event contracts will drive approximately 80% of taker volume this year, but Beynon sees other categories growing over the long term.
“We expect non-sports categories such as economics, politics, crypto, and entertainment to gain share over time,” says the analyst.
Prediction market operators are on legal losing streaks, confirming that Beynon is onto something when he says the regulatory environment is the biggest risk facing the industry.