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The pure-play prediction market-operators, Polymarket and Kalshi, emerged from Week 1 as the clear winners. On one hand, Kalshi’s market share lead narrowed over its competitors, falling to 82% for the week ended 13 September, down from 86% a week earlier.

Still, Kalshi had a nine-fold lead over Polymarket, its next closest rival. Polymarket, meanwhile, led the group with 762,000 app downloads, edging Kalshi, DraftKings and FanDuel in the category. The downloads represented a 13,509% weekly increase and 25% of total category downloads, Polymarket wrote in a statement.

Across the market, operators delivered high double-digit gains compared with Labor Day weekend, which featured a full slate of college football games but no NFL contests. Two operators, DraftKings and Underdog each saw triple-digit growth, delivering weekly increases of 125% and 119%, respectively. Three others, Polymarket, Crypto.com and Novig, saw gains of at least 30%, led by Polymarket with a weekly increase of 46%.

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The problem is that legalisation has not happened as quickly as expected, while taxes and competition have increased. “Online gaming has been affected by the broader re-rating of growth-oriented internet and software stocks,” says Chad Beynon, managing director and head of US research at Macquarie Capital. “But there has also been a genuine deterioration in expectations for parts of the sector.”

Beynon says sports betting companies have suffered particularly badly because the market is questioning both future earnings and the size of the eventual opportunity. More iGaming-focused companies such as Rush Street Interactive and Super Group have generally performed better operationally, helped by stronger earnings growth and profitability.

The lesson is simple: gambling still attracts capital when the money is visible. It is less attractive when the payoff lies far in the distance.

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For a sector facing intense competition for talent, fostering an inclusive workplace is becoming as much of a commercial priority as a cultural one.

iGB is now accepting submissions for its 2026 Most Influential Women initiative. We’re looking for entries reflecting the vast diversity of the sector and its talent, across all markets, channels and departments.

We will accept admissions via this form until 1 October. Please do nominate all the impressive women around you, including peers, friends, colleagues, bosses, partners and even yourselves!