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The consumer battle in prediction markets is increasingly visible. Kalshi, Polymarket and newer entrants are expanding their sports products, while DraftKings, Flutter, Robinhood and a host of others are investing in exchanges, distribution and market-making capabilities.

In fact, behind those brands, a whole new sector is taking shape. Data and streaming suppliers, specialist market makers and technology companies are quickly invading the space.

The investment banking and capital markets firm Jefferies said in a September report that sports had become prediction markets’ “most important liquidity driver”, with combo and parlay-style contracts accounting for an increasing share of activity. But the analysts cautioned that prediction markets are scale businesses with relatively low revenue yields, leaving their economics dependent on sustained liquidity, engagement and trading activity.

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However, LSR noted that traditional game outcomes are no longer reliable indicators of bookmaker profitability, largely due to the rapid growth of same-game parlays and player props.

In the Las Vegas-based Circa Survivor contest, which drew over 25,000 entries entering Week 1, more than 8,000 entries were eliminated in the opening slate—most knocked out when the 8.5-point favorite Chargers fell to the Cardinals. That upset served as a proxy for the wider market, ruining countess parlay tickets across major sportsbooks.

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).

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VGW gave $20,000 to state Sen. Andrew Jones (R-District 10) and $15,000 to Senate President Pro Tempore Garlan Gudger (R-District 4). State Sens. Donnie Chesteen (R-District 29) and Will Barfoot (R-District 25), along with Republican candidate John Roberts, who is running in the second district, each received $10,000 from VGW.

Longtime gaming and lottery advocate, Sen. Greg Albritton (R-District 22), also collected a $10,000 check from the sweepstakes firm.

Since April 1, VGW has made 36 political contributions across Alabama.