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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.

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.

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But in the UK Entain’s share price weakness is less about prediction markets and more about tax, debt and confidence.

The company reported approximately £3.6 billion of net debt at the end of June, with reported leverage of 3.1x underlying EBITDA. Online underlying EBITDA fell 5% in the first half despite 7% growth in online net gaming revenue. The tax impact has been substantial.

The UK government increased Remote Gaming Duty (RGD) from 21% to 40% from 1 April. Then from April 2027, a new 25% General Betting Duty rate for remote betting will apply, although remote bets on UK horse racing are excluded from the new rate.

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Looking ahead to Week 2, bettors continue to chase high-scoring games. At BetMGM, Overs represent three of the five most-bet game totals by ticket count: Vikings-Bears (Over 48), Saints-Ravens (Over 46), and Panthers-Falcons (Over 44).

“For Week 2, bettors are continuing to back teams that looked strong in Week 1, while also showing increased interest in teams that struggled,” Feazel said. “The Bears and Ravens have drawn heavy action following their offensive success last week, while the Eagles and 49ers remain popular. Meanwhile, the Titans and Dolphins are attracting bounce-back attention after disappointing debuts.”

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