True Kult

How to play True Kult

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.

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.

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But that isn’t the case according to Richards: “We are not signalling plans to re-enter B2C elsewhere; Africa is a distinct case: a high-growth, underpenetrated region where owning a local operator makes strategic sense in a way it may not elsewhere.”

There’s also a financial constraint, with Ahlberg noting that GiG has used its available cash and is raising additional capital to fund the 888Africa transaction, meaning he doesn’t expect the company to pursue further B2C acquisitions in the short term.

Robinson takes a more expansive view, however, arguing that the acquisition could mark the beginning of a broader shift in GiG’s strategy. “I’d read it as the start of something, not a one-off,” he says. “GiG’s survival as an independent business depends on consolidating in emerging markets where it can own the P&L, not just supply the technology.

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“The day after that I won €150,000 – and lost that too.” That was the point at which he decided something had to change. “I thought to myself: This has gone too far.”

Madsen eventually sought help. His parents supported him and, at one point, took control of his finances. “It was embarrassing, but it was necessary,” he says.

The experience led the tech-savvy Dane to create Spilfri.nu, a blocking and support service for people experiencing gambling problems. The service is free for users, while supporters can pay a monthly fee to help monitor their progress. The service also extends to schools and educational institutions that want to ensure their students are not tempted by gambling when they are supposed to be studying.