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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.

Promotional spending is nice and has proven to be an effective customer acquisition tool, but both sportsbooks and prediction markets would do well to emphasize bespoke experiences for clients because they’re looking for customization.

“Twelve percent of respondents have switched platforms because another offered personalization aligned with their interests, while 9% said recommendations based on their interests would make them more likely to try a prediction market,” concludes Fullstory.

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Beynon says sports betting companies have suffered particularly badly because the market is questioning both future earnings and the size of the eventual opportunity. More iGaming-focused companies such as Rush Street Interactive and Super Group have generally performed better operationally, helped by stronger earnings growth and profitability.

The lesson is simple: gambling still attracts capital when the money is visible. It is less attractive when the payoff lies far in the distance.

The biggest new uncertainty in US sports betting is prediction markets. The American Gaming Association estimates that Americans will legally wager $29.5 billion in betting handle through US regulated commercial sportsbooks during the 2026 NFL season, broadly unchanged from the $29.4 billion handle recorded in 2025. These figures refer to the amount wagered, not sportsbook revenue.

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The initial 2021 licences are set to expire at the end of September 2026. All licence holders were required to submit applications for the subsequent five-year period, covering 2026 to 2031.

Those that have received renewals include TOTO Online BV (brands: TOTO, Winnitt), Holland Casino NV (Holland Casino Online), Play North Limited (Kansino), FPO Nederland BV (FairPlay Casino), Bingoal Nederland BV (Bingoal), Hillside (New Media Malta) Plc (Bet365), NSUS Malta Limited (GG Poker), and Betent BV (Betcity).

This selection reflects a mix of both local and internationally-based operators. The list reflects operators that were previously active in the market, meaning so far no new operators have received an approval to operate.