Interestingly, social media-led bettors were wagering
slightly more - around $55 per match compared with the $52 average - while potentially relying on worse
information. Incremental gains aren't sexy. Everybody is looking for the big hit. What we're trying to teach people is that it's a long game and finding edges over time is more sustainable than chasing one-off parlays.
fans placing their first bet because the World Cup was such a big event, or primarily soccer fans? Tere's an obvious soccer retention strategy around introducing somebody who bet on the World Cup to MLS or the Premier League. Te other question is whether another segment now migrates towards traditional US sports.
Prediction markets have become a much bigger part of the US conversation. Does that encourage more probability- based thinking?
We're huge believers in probabilities and percentages because that's effectively what we do. We take the likelihood of an outcome and compare it with the probability implied by the available odds. Tat's where betting opportunities exist. Prediction markets have arrived at an interesting time. Legal sports betting has been maturing for five or six years, and prediction markets have given the wider industry another boost in mainstream attention. People may perceive these products as closer to financial instruments or financial trading, which is true in some ways, but potentially something to watch out for in others. We need to be responsible about that as well.
Is social media encouraging bettors to chase eye-catching wins rather than make better-informed bets?
Tere's some great content being produced and good people giving good information. But I think the incentive structure can potentially become imbalanced. Is the incentive attention? Is there another financial gain involved? Parlays are a good example. During the World Cup you'd see three-star players put together as goalscorers and, when it happened, social media posts highlighting the big win. But it wasn't necessarily a mathematically strong bet.
Interestingly, social media-led bettors were wagering slightly more - around $55 per match compared with the $52 average - while potentially relying on worse information. Incremental gains aren't sexy. Everybody is looking for the big hit. What
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ADAM FISKE CEO, Dimers
we're trying to teach people is that it's a long game and finding edges over time is more sustainable than chasing one-off parlays.
How much responsibility should sportsbooks have for helping customers understand value?
I think there's some responsibility around showing how much vig there is in a market, but operator responsibility extends beyond that. Building better player protections is something the industry needs to continue doing, and regulators should hold operators responsible for that.
Are American bettors still learning how to bet?
When we launched in 2019 and 2020, I thought this was a completely new space and nobody would know what they were doing. Tat was naive. Betting has existed in the US for a very long time, whether that's Las Vegas, Atlantic City, offshore sportsbooks or local bookmakers. Tere has always been a betting culture.
Te regulated market has matured quickly, but there's still work to do around educating people about data, and making sophisticated information accessible. We've seen our own audience change significantly. Tey're no longer necessarily casual players looking for basic information. Tey're arriving with some knowledge already and looking for something more sophisticated.
Will NFL bettors repeat the mistakes you saw during the World Cup?
Te NFL is different because it's a very efficient market and there's an enormous amount of historical data. Te mistakes are more likely to come from things like putting three touchdown scorers into a parlay and trying to win the lottery on day one rather than following a sustainable betting process. One thing we see is that there's often more value earlier in the week. By the end of the week the market has become more
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