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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.

“Twelve percent of respondents have switched platforms because another offered personalization aligned with their interests, while 9% said recommendations based on their interests would make them more likely to try a prediction market,” concludes Fullstory.

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Wyoming Senator Cynthia Lummis, the leading negotiator for Republicans, berated her Democratic colleagues in a statement, saying they “played games” and “were never truly serious about protecting consumers”.

“The Democrats are now anti-American – sad!” she said.

The rejection of the Clarity Act can be viewed as a victory for gaming stakeholders in their fight against prediction markets, which are closely intertwined with the crypto world. Crypto markets have long been the second-largest category of prediction market trading, behind sports, and many crypto exchanges also now offer predictions. These include Crypto.com, Coinbase, Gemini and many others.

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The conclusion of the Yahoo Finance deal comes as there is more talk about the use of prediction market data in journalism. Operators such as Polymarket and rival Kalshi have touted their markets as a way to get real-time information on how likely future events are to occur. 

However, some media industry observers have questioned whether trading activity can reliably stand in for broader public opinion. There are also concerns among critics over the growing links between news organizations and prediction platforms. 

At the same time, prediction market operators are facing regulatory tussles in the US. State regulators are moving to shut down the firms under gambling laws. The companies say their contracts should be regulated at the federal level as derivatives.