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“We’re very encouraged with the trajectory of that, but we’re still not where we want to be. But a lot of the work, or some of the work has been done, and we have a lot more planned for the rest of the year. So bear with us. It is happening.”

Bengtsson said the split between casino and sports betting for SunBet was roughly 90% to 10% in favour of casino, with Sun International “under-indexing on sportsbook”.

But Sun International views that as an opportunity, with Bengtsson stating: “We think the market overall is probably somewhere around 35%-40% sportsbook.

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That creates a stark contrast during peak football season when traditional sportsbooks spend heavily on promotions. Offers ranging from $350 to $365 from major operators make the $25 to $50 promotional matches typically seen on prediction markets appear modest by comparison.

“That said, channel checks indicate prediction markets are spending heavily on digital marketing, including app stores and pay-per-click advertising, which could make our forecast look conservative by the end of the season,” EKG concluded.

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