Torrente

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But Sun International views that as an opportunity, with Bengtsson stating: “We think the market overall is probably somewhere around 35%-40% sportsbook.

“So that is the delta we have to close by delivering a better product and better operational intensity in our sports business.”

Bengtsson said momentum from the summer’s World Cup had continued into the second half of the year.

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The responsibility for a piece of work increasingly extends from identifying the problem to building, releasing and measuring the result.

The transformation has not eliminated all of Cubeia’s concerns. And inevitably some coders are missing their original role.

“We still have people who loved the coding part – solving problems with code and writing beautiful code. They’re struggling with the change. For some people an important part of their work that they genuinely loved is now gone.”

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Assuming that 8% spurt is realized, it’d be impressive because since the end of the 2025 football season, only Missouri and Alberta, Canada joined the live and legal sports betting party with Arkansas opening to DraftKings and FanDuel earlier this year.

Prediction markets have proven effective at attracting sharp bettors and high-rollers who are often limited or banned by traditional sportsbooks. However, consumer surveys indicate that when given the choice between a sportsbook and a yes/no exchange, most recreational bettors still prefer the traditional sportsbook interface. That dynamic helps explain why prediction markets remain in second place.

“Prediction markets represent a meaningful second channel for NFL wagering but still small on a relative scale, reflecting a new sector with less of an installed base,” observes EKG.