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Kesitilwe says the AiA also wants to develop a clearer picture of problem gambling across Africa and use that evidence to support engagement with governments and policymakers.

“We also, from the point of view of the Alliance, intend to do Africa-wide studies around prevalence of problem gambling in different markets, obviously working with regulators and associations,” he says.

Alongside this, the AiA wants to use the lessons from the inaugural week to broaden participation and establish the campaign as a permanent fixture.

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The founder of a collapsed British “shadow bank” accused of misappropriating £1.3 billion (US$1.7 billion) was reportedly a prolific high roller who bet up to £60,000 ($80,000) per roulette spin at London’s exclusive casinos.

Paresh Raja’s mortgage lending company, Market Financial Solutions (MFS), collapsed into administration in February amid allegations of massive financial irregularities.

A source familiar with Raja’s gambling habits told The Telegraph he was a regular visitor to the upmarket Palm Beach Casino and Colony Club in Mayfair, one of London’s most affluent districts.

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Assuming that 8% spurt is realized, it’d be impressive because since the end of the 2025 football season, only Missouri and Alberta, Canada joined the live and legal sports betting party with Arkansas opening to DraftKings and FanDuel earlier this year.

Prediction markets have proven effective at attracting sharp bettors and high-rollers who are often limited or banned by traditional sportsbooks. However, consumer surveys indicate that when given the choice between a sportsbook and a yes/no exchange, most recreational bettors still prefer the traditional sportsbook interface. That dynamic helps explain why prediction markets remain in second place.

“Prediction markets represent a meaningful second channel for NFL wagering but still small on a relative scale, reflecting a new sector with less of an installed base,” observes EKG.