INDUSTRY INSIDER: MARK MCGUINNESS


The iGaming trends shaping the industry’s future


The iGaming industry is at a crossroads. For over two decades, we’ve been pioneers in digital entertainment, but the core of how we engage players is fast changing, according to our Industry Insider, Mark McGuinness.


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he modern player is a sophisticated digital consumer who expects more than just games; they want autonomy, community, and a truly personal experience. The move toward decentralised systems and smart technologies isn’t a passing fad – it’s a fundamental shift that demands attention from every C-level executive. For us to win, we must go beyond simply digitising existing products and instead build a future on responsible innovation and a deeper connection with our customers.


AUTONOMOUS BETTING: PUTTING POWER IN THE PLAYER’S HANDS The traditional sportsbook model is a one-way street: the bookmaker sets the odds, and the player places the bet. However, a new trend is emerging that puts control directly with the player: autonomous betting. This isn’t about AI bots betting for you; it’s about a new class of platforms and tools that let players define their own strategies, manage their risk, and execute trades based on pre-set rules. Imagine a seasoned football punter with a winning strategy for betting on over/under goals, based on team form, weather, and historical data. In the past, they would have to manually watch multiple games and place bets in real-time. With autonomous betting,


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they can input their logic – for example, “If Team A has won its last three games and is playing at home, place a £20 bet on them to score over 2.5 goals” – and the platform executes the bet automatically. This shifts the focus from moment-to-moment decisions to a long-term, strategic approach, letting players act as their own analysts.


Why is this trend rising? This is driven by a desire for efficiency and a more sophisticated, data-driven betting experience. For the C-suite, this is a chance to acquire and keep a higher-value, more engaged player. These aren’t casual bettors; they are strategic players who value tools that enhance their expertise. Giving them these tools creates stronger loyalty and a stickier product.


THE PREDICTION MARKET REVOLUTION


Prediction markets, once a niche idea, are now gaining real traction, led by platforms like Polymarket. These markets allow users to bet on the outcome of future events, from political elections and celebrity gossip to financial movements. It’s a form of betting, but framed as a ‘market’ where the price of a share in an outcome reflects the crowd’s collective belief in its likelihood.


In a recent US presidential election, mainstream polls showed a tight race. On a prediction market like Polymarket, shares for one candidate were trading at $0.75, suggesting a 75 per cent probability of them winning. This price wasn’t set by a bookmaker; it was decided by thousands of individuals trading on the outcome. For an iGaming operator, this is a fascinating model to watch. Polymarket isn’t alone in this field. It competes with regulated platforms like Kalshi, which operates as a regulated exchange in the U.S., as well as decentralised protocols like Augur and Omen, which allow anyone to create a prediction market using blockchain technology.


Why is this trend rising? Prediction markets tap into a fundamental human drive to speculate and have an opinion on future events. They offer a unique mix of financial trading, social commentary, and gaming. For the iGaming industry, they are an untapped vertical that can attract a new, younger demographic, one more interested in events-based speculation than traditional sports betting.


The community is also key, as these markets thrive on user-generated content and discussions, which drives engagement.


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