Oodles Of Noodles

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A survey by Fullstory, a behavioral data analytics company, says that amid the evolution of yes/no exchanges, 60% of bettors said prediction markets are altering how they use sportsbooks with 35% admitting that they’ve reduced usage of traditional sports wagering platforms as access to sports event contracts increased.

“Consumers are being presented with more options for how they can participate in online gaming, creating a more competitive landscape where a seamless digital experience is increasingly becoming part of the value proposition,” said Jason Wolf, president of Fullstory, in a statement. “The brands that understand how consumers are navigating, comparing, and engaging with their platforms in real-time can identify where friction is getting in the way of trust and retention.”

A quarter of respondents said they use both prediction markets and sportsbooks depending on the event they’re considering wagering on. While the 35% reduced use figure may sound like a warning shot to gaming companies, a variety of other studies and surveys indicate that when bettors can choose between a sportsbook and an all-or-nothing exchange, they frequently opt for the former.

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Merkur represents the gaming and leisure division of the Gauselmann Group, a historic German family-owned enterprise specialising in gaming machines, software and casino operations across Europe. 

Earlier this year Merkur Group agreed to acquire the slots provider White Hat Studios. Merkur said the acquisition, which is subject to regulatory approvals, would “further accelerate” its US expansion, complementing its 2025 purchase of the Nevada-licensed supplier Gaming Arts.  

Framing the acquisition as the latest step in the company’s online expansion, Merkur supervisory board Chairman Michael Gauselmann stated: “Having made early inroads into the online space in Europe via our Blueprint acquisition in 2012, I am delighted by this latest development and am confident that White Hat Studios will be a great addition to our group.” 

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Kesitilwe acknowledges that while Africa is one continent, it is also hugely diverse in terms of markets with different realities across regulatory structures and social contexts.

Therefore, the aim is not to create a single regulatory model, but rather continued collaboration that allows for locally relevant messaging and measures.

“We respect those differences,” Kesitilwe explains. “At the same time, many of these risks cross borders. We do not need identical laws in every country, but we do need greater cooperation.