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The objective, he argues, is to make it harder for operators to simply replace a blocked domain with another one. “If they knew there was a tool that would find those new sites as well, they might become more cautious.”
It is a philosophy that sits within a broader shift in the industry’s approach to the illegal market. Domain blocking remains important, but regulators are increasingly looking at payments, advertising, affiliate and acquisition channels and cooperation across jurisdictions.
For example, on the role of pirate sports streaming in driving traffic towards illegal gambling, while regulators in markets such as Turkey are confronting large-scale unlicensed activity. The more fragmented and technically sophisticated the illegal market becomes, the more important the intelligence behind enforcement is likely to become.
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According to The Intercept, some content even uses expressions like “leaving the CLT [Brazilian labour law]” and “your dream income” to promote this type of activity. There are also screenshots of alleged user earnings and posts that present gambling as a kind of investment.
These professional content creators on Instagram aren’t limited to sports betting. There are niches of creators focused on casino games, like the controversial Fortune Tiger, with a communication strategy similar to that of sports betting.
Another influencer (fictitious name, João) shares live game-style videos on his stories, simulating high-paying gaming sessions. In them, he points out which operator or game “is paying the most”, while in another piece of content, he posts a screenshot of his exclusive Telegram group, where he shares “highest payout” times for betting on specific games.
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Then there are the financial implications, namely new revenue streams. Prediction market operators typically pay media companies to integrate their data while some outlets also earn referral commissions for driving new business to yes/no exchanges.
At least one well-known cable network has a financial stake in a major prediction market operator.
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