Devil Wilds

What is Devil Wilds?

The numbers underscore the NFL’s massive pull with sports bettors, but Week 1 also offered a clear snapshot of how football betting economics are evolving, according to Legal Sports Report (LSR).

GeoComply, a Vancouver-based anti-fraud and geolocation technology company, provides compliance services to sportsbook clients worldwide.

On the surface, Week 1 appeared exceptionally bettor-friendly, as Casino.org reported.

What is Devil Wilds?

That estimate arrives courtesy of Macquarie and is well ahead of the research firm’s previous estimate of $169 billion in 2026 taker volume.

Takers is a prediction market industry colloquialism for the market participants that swiftly fill buy and sell orders, thus removing liquidity from the marketplace. Conversely, makers are the market participants viewed as liquidity providers and professional or sharp money.

“Recent launches, including customizable same-game parlays (SGPs), further support our view that Prediction Markets (PM) are increasingly converging with traditional sportsbooks,” observes Macquarie analyst Chad Beynon. “As a result, we now estimate total US PM taker volume to reach $190 billion in 2026E (vs $169 billion prior).”

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While the US and markets in Europe may have broadened discussions to encompass issues such as LGBTQ+ inclusion, she notes that priorities differ across Africa, where legal, cultural and social realities can vary between countries.

Looking ahead, industry leaders believe the next phase of DEI will be less about standalone initiatives and more about embedding inclusion into everyday business decisions.

Yaxley hopes DEI will become “a fundamental part of how organisations operate”, with technology and people analytics helping businesses to make fairer, evidence-based decisions on talent.