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For all the hoopla surrounding prediction markets and expectations that the industry will eat away at sportsbooks’ NFL handle this season, the old guard industry is expected to control nearly 80% of pro football wagers this year.

Eilers & Krejcik Gaming (EKG) estimates that bettors will plunk down $40.5 billion on the NFL this season through regulated channels. Traditional sportsbooks are projected to capture $31.7 billion of that total, compared to a handle analog of $8.4 billion for prediction markets—a 79% to 21% split in favor of legacy operators.

Handle analog is a metric used as a cleaner comparison between sportsbooks and prediction markets because the latter’s volume doesn’t compare evenly with sportsbook handle.

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While Alabama ranks 27th among the 50 states in population, the limited availability of gaming makes the state attractive to companies like VGW.

Alabama has only parimutuel betting, small games of chance for charitable purposes, and electronic bingo machines at three tribal casinos in Atmore, Montgomery, and Wetumpka.

According to its annual report, VGW generated revenue of $4.76 billion in its 2025 fiscal year, resulting in a net profit of $428 million. Despite operating in fewer states, VGW’s platforms grew profits and revenue from its 2024 fiscal year.

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Satisfaction with existing tools scored an average of 6 out of 10. Co-author Gali Hartuv, CEO and co-founder at WarriorLab described this “middling satisfaction” as “the most expensive kind”.

While VIP managers welcomed AI for prioritising their workload, the report suggested they remained cautious about delegating a final judgment to opaque automated systems. 

The report’s authors noted that VIP managers “are not asking to be replaced” but desire tools that assist by triaging and pointing out priority players, while humans maintain relationship control and make final decisions.