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“Africa isn’t saturated, but I wouldn’t call it easy either. Betway and the local incumbents are well dug in. The difference is that you’re competing for a market that’s still forming, at a fraction of the acquisition cost, and the operating margin is there if you get the payments and the product right. The risk is regulatory and currency rather than competitive.”

GiG’s immediate priority following the completion of the deal will be disciplined integration, says Richards. This includes bringing 888Africa’s financial reporting, compliance and operational processes in line with GiG’s standards.

Ahlberg suggests GiG will look to transition 888Africa onto GiG’s platform, providing synergies down the line. Richards says GiG will look at where the company’s platform and tech can add value to the existing 888Africa business, although in terms of expansion, he again reaffirms that it will be a cautious approach in the short term.

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Prediction markets have become more and more intertwined with sports and entertainment businesses. Polymarket has agreements with Major League Baseball and Sportsradar. Sportsradar provides data and services for more than 20 sports leagues and competitions. 

The company has also pursued partnerships outside the normal financial media. Its deals include relationships with major sports organizations and entertainment properties, signaling efforts to integrate prediction markets into mainstream content and information services. 

The conclusion of the Yahoo Finance deal comes as there is more talk about the use of prediction market data in journalism. Operators such as Polymarket and rival Kalshi have touted their markets as a way to get real-time information on how likely future events are to occur. 

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The DOCV reinforced its calls for a unified federal licensing regime for online casino games and stronger enforcement mechanisms against illegal operators. 

An ongoing review of the Interstate Treaty on Gambling, which is meant to conclude by the end of this year, should introduce a nationwide licensing model for online casino games, the group added.

As part of the review, German regulators decided in July to lift the €1 staking limit on online slots, another signal that regulators are actively reassessing the framework ahead of the treaty’s formal review.