Sea Of Spirits

About Sea Of Spirits

The consumer battle in prediction markets is increasingly visible. Kalshi, Polymarket and newer entrants are expanding their sports products, while DraftKings, Flutter, Robinhood and a host of others are investing in exchanges, distribution and market-making capabilities.

In fact, behind those brands, a whole new sector is taking shape. Data and streaming suppliers, specialist market makers and technology companies are quickly invading the space.

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.

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Digital gross gaming revenue represented 64.5% of the parent company’s total in H1, up 3.6 percentage points from the previous year.

Registered customers increased to approximately 2,672,000 at the end of June, an increase of around 50,000 from the previous year.

For the first half of 2026, lottery and land based gaming generated €317.9 million in gross gaming revenue, remainin flat compared with H1 2025. 

About Sea Of Spirits

Based on its projections, EKG sees the overall sports wagering industry growing 8% year-over-year, outpacing the current baseline growth rate of 5% (a figure that strips out temporary boosts from the 2026 World Cup).

Assuming that 8% spurt is realized, it’d be impressive because since the end of the 2025 football season, only Missouri and Alberta, Canada joined the live and legal sports betting party with Arkansas opening to DraftKings and FanDuel earlier this year.

Prediction markets have proven effective at attracting sharp bettors and high-rollers who are often limited or banned by traditional sportsbooks. However, consumer surveys indicate that when given the choice between a sportsbook and a yes/no exchange, most recreational bettors still prefer the traditional sportsbook interface. That dynamic helps explain why prediction markets remain in second place.