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Respondents also requested structured and consistent guidelines with key performance indicators aligned to relationship outcomes. Real-time, detailed data alongside predictive behavioural signals also came up as a frequent answer.
Managerial autonomy supported by senior leadership was also mentioned by respondents.
“VIP operations is the most human function in iGaming, run by the smallest teams, on the least purpose-built technology, against the shortest-horizon metrics,” said Grygorenko.
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“Stakeholders increasingly want evidence that initiatives deliver meaningful outcomes rather than simply demonstrating good intentions,” Skinner suggests.
That shift is increasingly visible across the sector, with DEI framed less as a standalone initiative and more as part of everyday business culture.
For Grainne Hurst, CEO of the Betting & Gaming Council in the UK, the evolution has been clear. “The conversation has moved beyond representation alone towards inclusion, retention, well-being and progression,” Hurst explains. “Businesses increasingly understand that DEI must be embedded in everyday culture, not treated as a separate initiative.”
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For all the hoopla surrounding prediction markets and expectations that the industry will eat away at sportsbooks’ NFL handle this season, the old guard industry is expected to control nearly 80% of pro football wagers this year.
Eilers & Krejcik Gaming (EKG) estimates that bettors will plunk down $40.5 billion on the NFL this season through regulated channels. Traditional sportsbooks are projected to capture $31.7 billion of that total, compared to a handle analog of $8.4 billion for prediction markets—a 79% to 21% split in favor of legacy operators.
Handle analog is a metric used as a cleaner comparison between sportsbooks and prediction markets because the latter’s volume doesn’t compare evenly with sportsbook handle.
