Eye Of Atum

What is Eye Of Atum?

With no jackpot win materializing, the game’s top prize has continued to grow, reaching $332 million ahead of the Wednesday drawing. A hypothetical winner would be able to either claim the annuity option for the full sum or the one-time lump sum option of $141.7 million.

The $1 million win in the UK comes shortly after a lucky player in New York won a similar prize after matching the five white numbers for the Saturday, September 19, drawing. The same drawing also saw 30 players win tier-three prizes. Of these, 23 won $50,000 each, while the remaining 7 won $100,000 each thanks to Power Play.

A week before that, Powerball awarded not one, but two Match 5 prizes. One of these incredible payouts was a $1 million win in Georgia, while the other one was a $2 million windfall in Ohio.

What is Eye Of Atum?

One of the operator’s most significant challenges is the increase in gambling tax enforced over recent years. Petra has been particularly vocal about this and the company’s profitability has taken a reasonable hit, since the first tax increase to 34.2% of GGR came into effect on 1 January 2025.

Holland Casino now pays 37.8% of GGR to the state, as per the additional increase in 2026, but with labour tax on top the business pays around 52% before they can look at their base running costs. It is not a small burden by any stretch of the imagination, so it is heartening to see the business doing well despite the tightening tax burden.

With such a significant rise in tax, you would forgive the company for cutting wherever possible, but Petra says they have made it work by maximising efficiency, restructuring, and maintaining their offering so the customer doesn’t notice that anything has changed.

About Eye Of Atum

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.