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The company has also pursued partnerships outside the normal financial media. Its deals include relationships with major sports organizations and entertainment properties, signaling efforts to integrate prediction markets into mainstream content and information services. 

The conclusion of the Yahoo Finance deal comes as there is more talk about the use of prediction market data in journalism. Operators such as Polymarket and rival Kalshi have touted their markets as a way to get real-time information on how likely future events are to occur. 

However, some media industry observers have questioned whether trading activity can reliably stand in for broader public opinion. There are also concerns among critics over the growing links between news organizations and prediction platforms. 

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The analysts estimated that an operator capturing a one-cent spread and managing its exposure successfully could generate net economics of approximately $1.69 on a $100 trade. Returns are not guaranteed: adverse price movements and unresolved inventory can offset or exceed income from spreads, rebates and liquidity incentives.

The operational infrastructure available to these new firms, however, remains underdeveloped. Gonzalez contrasts prediction markets with equities, where trading businesses can use prime brokers, clearinghouses and standardised systems such as FIX.

“When it comes to prediction markets, none of that exists,” he said. “Everyone that’s building in the prediction market space mostly starts from ground zero.”

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Now, when I attend conferences, I look forward to seeing people I genuinely consider friends, not just business contacts. One such friend is Gali Hartuv, CEO and co-founder of WarriorLab. We met at a conference and immediately hit it off. We now host regular monthly webinars about the iGaming industry,

I have also been impressed with the number of like-minded, empowered female CEOs and leaders I have met. I was recently added to a WhatsApp group exclusively for C-level women in iGaming. When I joined, there were already 150 women in the group, and I was told it started at just 20.

This community has become invaluable to me. Being in a C-role is isolating. You have to make difficult decisions and, unfortunately, you can’t be everyone’s friend all of the time. In fact, a lot of the time, it’s quite the opposite.