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That widening breadth is vital for the industry at a time when some analysts estimate volume could jump to $10 trillion by 2035 – a projection that is largely rooted in other categories surpassing sports for the top spot.  

Nearly a third of respondents told Fullstory that increased event contract breadth could compel them to consistently choose a prediction market over a sportsbook.

Sportsbook operators have an inherent advantage over prediction markets in that the former can offer significantly larger sign-up and retention bonuses and gaming companies are leaning into those expenditures this football season.

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Additionally, it gives GiG a “strategic bridgehead” for its core B2B business, the CFO says.

“That dual value is really the point of the deal,” he explains. “Owning a leading local operator gives us direct, ground-level insight into regulatory developments, player behaviour and payment infrastructure across several African markets, insight that is very difficult to build from the outside.

“Over time we expect that knowledge and local presence to help us open conversations with other operators looking to enter or expand in Africa, in the same way our historical B2C experience in Europe underpinned our platform proposition there.

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The Malta Gaming Authority (MGA), working alongside the Malta Digital Innovation Authority (MDIA), drafted the voluntary charter following extensive surveys and interviews with industry licensees.

That study found that AI adoption across the gambling industry remained uneven. It highlighted customer support, data analytics, fraud detection, and responsible gaming as areas where the technology was already being heavily used.

However, it also found that formal governance of AI was struggling to keep pace with its growing usage. Only a minority of organizations surveyed reported having a formal AI strategy or roadmap. Many said one remained in development.