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A major advantage for traditional sportsbook operators is their ability to aggressively fund customer acquisition and retention bonuses. As EKG points out, prediction markets have “less ability to be generous with bonuses” because users trade against one another rather than against the house.

That creates a stark contrast during peak football season when traditional sportsbooks spend heavily on promotions. Offers ranging from $350 to $365 from major operators make the $25 to $50 promotional matches typically seen on prediction markets appear modest by comparison.

“That said, channel checks indicate prediction markets are spending heavily on digital marketing, including app stores and pay-per-click advertising, which could make our forecast look conservative by the end of the season,” EKG concluded.

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A pro-gaming political action committee has launched a campaign to persuade Allen County voters to approve a casino referendum on the November ballot.

Vote Yes for Allen County Casino recently unveiled a 90-second advertisement that promotes the possible economic benefits of bringing a gaming resort to Indiana’s third-most populous county.

The campaign claims that a casino in or near Fort Wayne, the second-largest city in the Hoosier State, could create 2,000 new permanent jobs and generate more than $100 million annually in new government revenue without raising taxes.

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“Interviews [ … ] with representatives of state monopoly operators across European jurisdictions consistently suggested that advertising restrictions did not lead to consumer migration towards illegal operators,” the report said. 

This report arrived amid the UK government’s 2023 white paper on gambling reform, which introduced a statutory levy for funding research and treatment. 

A cross-party of MPs similarly branded gambling advertisement as a “public health issue” in a recent parliamentary debate. The comment came after the publication of the All-Party Parliamentary Group’s May report.