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But Sun International views that as an opportunity, with Bengtsson stating: “We think the market overall is probably somewhere around 35%-40% sportsbook.
“So that is the delta we have to close by delivering a better product and better operational intensity in our sports business.”
Bengtsson said momentum from the summer’s World Cup had continued into the second half of the year.
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The operational infrastructure available to these new firms, however, remains underdeveloped. Gonzalez contrasts prediction markets with equities, where trading businesses can use prime brokers, clearinghouses and standardised systems such as FIX.
“When it comes to prediction markets, none of that exists,” he said. “Everyone that’s building in the prediction market space mostly starts from ground zero.”
Platforms were generally constructed for one person operating one account, rather than trading organisations requiring separate permissions and controls. According to Gonzalez, some teams still share a single login.
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He also showcased a “Tom Cruise Scientology Starter Kit,” featuring a tiny spring-loaded couch so he could reenact the famous Oprah moment.
Throughout the performance, he skewered himself. With the confidence of a headliner who understood his public perception and chose to weaponize it, he held up a Wendy’s sign with a hole cut through the center, poked his face through, and announced: “This is what I look like when I’m trying to get recognized.”
The laughter was not polite or ironic. It was the roar of an audience genuinely doubling over.