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The investment banking and capital markets firm Jefferies said in a September report that sports had become prediction markets’ “most important liquidity driver”, with combo and parlay-style contracts accounting for an increasing share of activity. But the analysts cautioned that prediction markets are scale businesses with relatively low revenue yields, leaving their economics dependent on sustained liquidity, engagement and trading activity.
James Monk, founder of sports data and streaming provider Catalist Sports, has witnessed that dependence directly. Catalist supplies ITF tennis data to Kalshi and Polymarket and has an exclusive US sports-streaming agreement with Kalshi.
The company must also provide data to the firms making markets on those events.
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Gambling ads are currently monitored by ASA under the CAP 16.1 code. Just this week, Midnite received its third ASA ruling. The operator was told to remove a TikTok advertisement that featured a young-looking character.
The report singled out several marketing tactics which had been flagged as particuarly concerning.
The first was direct marketing (emails, texts, push notifications). Citing randomised studies, the committee noted that limiting direct marketing resulted in reduced betting and fewer short-term harms.
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A great betting app should feel fast and stable, even on modest phones and slow networks. Nobody wants a crash or a lag right when a match is about to start.
Look for an app that offers live or in-play betting if you enjoy reacting to the game as it unfolds. Live odds update constantly and give you a completely different betting experience.
A clean, simple layout matters more than flashy design. Menus should be easy to navigate, and placing a bet should take only a few taps from the home screen.