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Handle analog is a metric used as a cleaner comparison between sportsbooks and prediction markets because the latter’s volume doesn’t compare evenly with sportsbook handle.

Based on its projections, EKG sees the overall sports wagering industry growing 8% year-over-year, outpacing the current baseline growth rate of 5% (a figure that strips out temporary boosts from the 2026 World Cup).

Assuming that 8% spurt is realized, it’d be impressive because since the end of the 2025 football season, only Missouri and Alberta, Canada joined the live and legal sports betting party with Arkansas opening to DraftKings and FanDuel earlier this year.

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The first was direct marketing (emails, texts, push notifications). Citing randomised studies, the committee noted that limiting direct marketing resulted in reduced betting and fewer short-term harms. 

Referencing an Australian study on direct marketing and its link to gambling harms, Dr Philip Newall, senior lecturer at the University of Bristol noted that “causality was established by getting a random subset of participants to opt-out of receiving direct marketing offers”.

It was found that “this group then self-reported significantly lower expenditure and harms [ … ] over the next two weeks”.  

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Last month, meanwhile, Betfred announced plans to shutter 132 of its UK betting shops, reducing its workforce by over 600 employees.

Betfred CEO Jo Whittaker said: “We have tried hard to protect all our sites and the colleagues who work in them, but the combined impact of higher employer National Insurance contributions, wage inflation, increases in gambling taxes and wider economic uncertainty has left us with no choice.”

Kyle has been with Clarion since December 2023, joining from the world of sports journalism, subsequently becoming a LatAm-facing senior reporter with iGB.