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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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Tailored, behaviour-triggered messages were seen as more effective than generic warnings, but many participants simultaneously expressed mistrust towards operators collecting behavioural data.

Finally, the study found that these needs and preferences varied widely by product type. 

Notably, sports bettors prioritised fast and clear information that was delivered without the interventions being disruptive. Casino players wanted accessible explanations and real-time support during play.

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The announcement came on the same week that Indian Gaming Association leaders met with CFTC Chair Michael Selig. The meetings centred on prediction market-related discussions that IGA Chair David Bean deemed mostly unproductive. On Wednesday, the US Court of Appeals for the Ninth Circuit reversed a lower court’s decision in Blue Lake Rancheria vs Kalshi.

Per the ruling, the Ninth Circuit determined that Kalshi’s sports event contracts amount to unauthorised gaming under the Indian Gaming Regulatory Act (IGRA) when accessed on tribal land.

“Today’s decision reinforces a fundamental principle: when sports wagering occurs on Indian lands, federal Indian gaming law matters,” said Bean on Wednesday.