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That widening breadth is vital for the industry at a time when some analysts estimate volume could jump to $10 trillion by 2035 – a projection that is largely rooted in other categories surpassing sports for the top spot.  

Nearly a third of respondents told Fullstory that increased event contract breadth could compel them to consistently choose a prediction market over a sportsbook.

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.

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This growth reflects the launch of eInstants and iCasino products across various markets, including Italy, Canada, parts of Germany, Mexico, the Czech Republic and Iceland. 

Veikkaus stated that Fennica now operates in 21 markets across three continents and gaming verticals. Fennica secured an UAE online supplier licence last year. 

Industry consultant Jari Vähänen, formerly a senior executive at Veikkaus, estimated the entire business could be valued at up to €4.5 billion following the liberalisation of the market.

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Malta’s gambling regulator has launched a new artificial intelligence (AI) gaming charter after finding that governance is struggling to keep pace as the technology becomes more widely used across the sector.

The Malta Gaming Authority (MGA), working alongside the Malta Digital Innovation Authority (MDIA), drafted the voluntary charter following extensive surveys and interviews with industry licensees.

That study found that AI adoption across the gambling industry remained uneven. It highlighted customer support, data analytics, fraud detection, and responsible gaming as areas where the technology was already being heavily used.