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Polymarket may defend any substantial investment in marketing given the overwhelming impact on customer acquisition that ensued. On Tuesday, Polymarket ranked first on the App Store in downloads for free finance apps, topping archrival Kalshi, Capital One Mobile and prominent payment providers PayPal and Venmo.
The company did not immediately respond to a request for comment from iGB.
A bevy of participating athletes took to social media this week to share their thoughts on the campaign. An X post from Leguizamo, a longtime comedian, encapsulated the fast-paced nature of prediction markets.
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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.
Veikkaus is adjusting to a partial liberalisation of Finland’s gambling market under the new Gambling Act, which was ratified in January 2026.
From July 2027, the company will lose exclusivity over betting and iCasino products, which will become licence-based, while retaining exclusive rights for lottery games, scratchcards, slot machines and physical table games.
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A report commissioned by Evolution as part of its ongoing defamation case again Playtech and Black Cube has reportedly “corroborated” various points made by Black Cube in its investigation.
Within the report, Spectrum alleges “concerns around the availability of Evolution’s games in certain prohibited markets, the regulatory implications of its practices, and the lack of proactive monitoring of its customers”, Playtech has reported.
The report was commissioned by Evolution and was recently unsealed in the ongoing case. Evolution had tried to delay the report’s release, citing confidential and commercial sensitivity.