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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.

“Prediction markets represent a meaningful second channel for NFL wagering but still small on a relative scale, reflecting a new sector with less of an installed base,” observes EKG.

It’s widely believed that all-or-nothing exchanges are carving out significant niches in states, such as California and Texas, where sports betting is prohibited, but there’s also emerging consensus that the prediction market threat to sportsbooks is easing.

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The company only began sales towards the end of 2025, but Yashin says it has subsequently signed around 30 to 40 contracts. Partners include BGaming, SoftSwiss, 1xBet, 01.tech, and Broadway.

Despite his experience launching businesses, Yashin has been surprised by the enthusiastic reception from the wider industry. Perhaps even more revealing is the feedback from the people tasked with selling the product. According to Yashin, one Swipe Games business development manager with more than 20 years’ industry experience told him he had never found a new product easier to pitch.

The response extends to potential customers. Yashin says that of around 50 leads generated through events and the company’s network, only one decided against integration, leaving Swipe Games prioritising a queue of prospective partners.

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The city council legalised VGTs in its latest budget that took effect in January. Mayor Brandon Johnson opposed the move but was overruled by a council majority. Johnson and his colleagues have fought over the issue all year, which is still largely unresolved.

The mayor has not opined this summer, at least publicly, on if he believes Bally’s will open the casino in the first quarter of 2027. However, Johnson indicated in March that his administration is committed to projects such as Bally’s Chicago that foster economic development, while creating new jobs for numerous neighborhoods across the city.

“We appreciate Bally’s partnership and the thousands of construction workers helping bring Bally’s Chicago Casino to life – a major investment in our city’s future,” Johnson wrote in a social media post on X.