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A quarter of respondents said they use both prediction markets and sportsbooks depending on the event they’re considering wagering on. While the 35% reduced use figure may sound like a warning shot to gaming companies, a variety of other studies and surveys indicate that when bettors can choose between a sportsbook and an all-or-nothing exchange, they frequently opt for the former.
While sports event contracts are currently the tentpole category for the prediction market industry, data indicate bettors and traders are embracing other categories.
Fullstory points out that while 62% of consumers have dabbled in sports event contracts, 42% traded economic or financial derivatives on a prediction market while a comparable percentage transacted in an election or political event contract. More than a quarter traded at least one entertainment or pop culture derivative.
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At Sun International’s Capital Markets Day, the company also revealed it was assessing expansion opportunities in Zambia, Kenya and Ghana.
The company recently launched a new user interface for SunBet in both South Africa and Botswana, and Bengtsson said there was more to come.
“That work is ongoing,” Bengtsson commented. “We had a very strong World Cup, which shows that our sportsbook can handle and can have the capacity to handle larger volumes.
How to play Fruity Mayan
But it also requires investment at exactly the time shareholders are demanding better returns. Flutter’s recent results illustrate the tension. US adjusted EBITDA fell sharply in the first half of 2026, while the company continues to invest in FanDuel Predicts and other initiatives aimed at future growth.
But in the UK Entain’s share price weakness is less about prediction markets and more about tax, debt and confidence.
The company reported approximately £3.6 billion of net debt at the end of June, with reported leverage of 3.1x underlying EBITDA. Online underlying EBITDA fell 5% in the first half despite 7% growth in online net gaming revenue. The tax impact has been substantial.
