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Aldrin monitors product changes, advertising, social media activity, app-store rankings and trading volume across prediction market operators. Patel said the objective is to connect those indicators and show how a product launch supported by advertising affects volume and market share.

Below the largest exchanges, he sees numerous operators competing for relatively small shares of a fast-growing category. “If you get 1% of this market, I think it’s a huge opportunity,” Patel said. “There are a lot of people fighting to get 1%.”

Jefferies estimates exchanges can retain approximately 65% of explicit transaction fees, with the balance distributed across clearinghouses, brokers and liquidity providers. It therefore expects more operators to bring parts of the infrastructure in-house.

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The state-backed Nederlandse Loterij has ordered the operators of the unauthorised gambling site Skyhills to cease serving Dutch players.

This action came in the wake of a recent court ruling in a separate case involving Lalabet.

On Tuesday, Nederlandse Loterij announced it had sent a cease-and-desist notice to companies and directors connected with Skyhills across several jurisdictions, including Costa Rica, North Macedonia, the United Kingdom, Curaçao, Malta and the Marshall Islands. 

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Since then, annual advertising expenditure by licensed operators has grown substantially and is now estimated to be between £1 billion and £2 billion, accoridng to , the report said.

According to the committee, robust evidence now links gambling advertising to increased participation and associated harms. 

Committee Chair Lord Ponsonby of Shulbrede highlighted that, since 2020, the growth of online marketing techniques and associated harms have shifted the debate substantially.