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Kendrick sees a warning in the history of betting exchanges. In their early growth phase, there was sufficient retail liquidity for numerous market makers to profit. As that retail pool weakened, the sharper firms increasingly found themselves trading against one another.

His analogy is a poker table at which the weaker participants sustain the game. If those players disappear, the fourth-best professional at the table can suddenly become a loser because only the three strongest remain.

The US addressable market is vastly larger and customer recruitment remains strong. Marantelli says Kalshi increased its number of clients fivefold during the World Cup, while White Swan predicts that NFL prediction markets could generate between $5 billion and $7 billion of liability in a single week.

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Safeguarding has reappeared as a focal point for the regulator. In July of this year, ANJ imposed a €500,000 ($572,797) fine on an unnamed online betting operator, referred to as Company X, for not adequately identifying and supporting customers exhibiting signs of problematic gambling. 

The fine followed an investigation that found Company X had failed to correctly identify 29 high-risk players at an appropriate risk level. Six players were missed entirely and 23 were misclassified at a lower risk tier. 

The regulator also launched a public awareness campaign earlier this year during the 2026 World Cup to warn of potential gambling addiction risks associated with increased sports betting during the tournament. 

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Leeds, meanwhile, look set to survive in their first season back in the big time and with some room to spare, currently well clear of the relegation zone and looking more towards mid-table and possible European qualification along with their hosts on Saturday evening.

As such, there should be plenty of licence for both sides to attack each other and we can see there being some great entertainment on offer at Elland Road.

We like Manchester City loanee Jack Harrison to get in amongst the goals in a win for The Whites and that’s at a very tasty price given Jack Grealish is likely to be out for six weeks and the Villains are also missing Matty Cash, who would have been man-marking Harrison if fit. In fact, this is our bet of the week.