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Fullstory points out that while 62% of consumers have dabbled in sports event contracts, 42% traded economic or financial derivatives on a prediction market while a comparable percentage transacted in an election or political event contract. More than a quarter traded at least one entertainment or pop culture derivative.

That widening breadth is vital for the industry at a time when some analysts estimate volume could jump to $10 trillion by 2035 – a projection that is largely rooted in other categories surpassing sports for the top spot.  

Nearly a third of respondents told Fullstory that increased event contract breadth could compel them to consistently choose a prediction market over a sportsbook.

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Per a nine-page member agreement issued by Kalshi in June, users are required to acknowledge that they are prohibited from trading on event contracts if domiciled in roughly three dozen countries. Australia, by way of the ASIC ban, received inclusion on the list. Under the agreement, Kalshi reserves the right to deny users access to its platform in the restricted jurisdictions.

In a statement released in August, ASIC Commissioner Alan Kirkland wrote that users who opt to engage with overseas operators may miss out on “protections” afforded to them on Australian soil. Another regulator, the Australian Communications and Media Authority, banned Polymarket from operating nationwide in 2025. According to the agency, Polymarket violated the Interactive Gaming Act of 2001 by accepting in-play betting on sports events.

As of 3 pm ET, the Rams had odds of 64% on Kalshi to upend the Niners in Melbourne. For a trader who risks $100, a Rams’ win would return $150.15. The Rams, which added Pro Bowl defenders Myles Garrett and Trent McDuffie in the offseason, are considerable favourites to capture Super Bowl LXI in February.

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“Player protection is something I live and breathe and I look forward to implementing that passion at scale across Allwyn,” Rodano added.

He said that by operating in a number of markets, Allwyn had a unique opportunity to learn from each other.

The appointment also follows a period of leadership changes at Allwyn, including Phil Walker’s move to lead the UK business, Katie Harbron’s hiring as director of games in the UK and Khalid Reede Jones’ appointment as North America CEO.