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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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Cirsa has followed an aggressive acquisition strategy in recent years, most recently entering the land-based casino market in Portugal by acquiring a majority stake in Sociedade Figueira Praia, S.A., the owner and operator of Casino Figueira.
Prior to that, Cirsa entered the Paraguay market through an acquisition of the online slots operator Slots del Sol, while it also acquired the leading Peruvian operator Apuesta Total in 2024.
As of June 2025, the company had completed over 130 acquisitions since 2015.
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She emphasised that half of Entain’s retail employees were women, with over 50% working flexible or part-time hours. More than 2,500 of its employees are under 25 years old.
The letter argues that the proposed increase would hit the workers and communities Labour’s “Makerfield Test” is supposed to protect, while potentially costing the Exchequer money rather than raising it.
Entain stressed the importance of its retail networks in providing local employment and community engagement.