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There’s widespread belief that old guard media companies are incentivized to feature event contract data on their sites or reference it in select publications as a way of better connecting with younger readers and viewers.

Then there are the financial implications, namely new revenue streams. Prediction market operators typically pay media companies to integrate their data while some outlets also earn referral commissions for driving new business to yes/no exchanges.

At least one well-known cable network has a financial stake in a major prediction market operator.

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UK&I continues to be a “standout performance” said the note, as Entain sits comfortably ahead of its peers and appears to be seizing market share, amid fallout from the UK’s remote gaming duty tax hike in April.

In a 14 August note from UBS, the investment bank reiterated its buy rating for Entain. “Overall, we believe Entain shares offer the highest theoretical upside potential within the European gaming sector, albeit with a risk profile that remains elevated relative to peers,” the note went on to say.

Entain’s share price tumble follows a broader trend for gaming stocks in recent years. Added to that is a declining interest in the LSEG, as listed companies continue to exit at pace, including Flutter, which removed its secondary listing from LSEG in August.

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“Africa is an important and growing part of SmartSoft’s international strategy, and joining the African iGaming Alliance represents an important step in strengthening our long-term commitment to the continent,” he commented.

Peter Kesitilwe, CEO of the AiA, added: “SmartSoft already has significant exposure to African markets, and we look forward to working with their team on issues ranging from B2B licensing and market access to responsible gaming, channelisation and sustainable regulation.”

The AiA said this was the latest example of its objective of bringing industry stakeholders into “constructive dialogue” as Africa’s gambling market develops.