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In fact, behind those brands, a whole new sector is taking shape. Data and streaming suppliers, specialist market makers and technology companies are quickly invading the space.
The investment banking and capital markets firm Jefferies said in a September report that sports had become prediction markets’ “most important liquidity driver”, with combo and parlay-style contracts accounting for an increasing share of activity. But the analysts cautioned that prediction markets are scale businesses with relatively low revenue yields, leaving their economics dependent on sustained liquidity, engagement and trading activity.
James Monk, founder of sports data and streaming provider Catalist Sports, has witnessed that dependence directly. Catalist supplies ITF tennis data to Kalshi and Polymarket and has an exclusive US sports-streaming agreement with Kalshi.
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“The bottleneck becomes the person reviewing everything. That does not mean we never review the code itself. For sensitive or critical parts of the system, we still look more closely at the implementation, particularly from an architecture, performance, security and reliability perspective. But we no longer apply that level of manual code review to everything.” Grenstad says.
The shift to AI is also changing how Grenstad thinks about recruitment. A team working on the player journey, for example, needs people who understand casinos, iGaming and what a strong player experience should look like.
“I would not necessarily prioritise senior Java or front-end specialists in the same way as before,” Grenstad explains. “Technical skills remain important, particularly for people who can assess architecture and ensure systems remain reliable, but domain knowledge is becoming increasingly valuable. I’d rather take someone who’s good in the domain but doesn’t know any Java.”
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Jonas said October is showing some signs of life, but November is mixed at this point.
Thanks to their hosting of the World Cup, numerous cities across the nation have experienced higher visitor volumes this year.
They include Atlanta, Boston, Dallas, Houston, Kansas City, Los Angeles, Miami, New York City, Philadelphia, San Francisco, and Seattle. Austin, Detroit, and New Orleans have also reported higher tourism in 2026.