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Financial advisors continue to urge consumers to view sports wagering strictly as entertainment and to only risk funds they can afford to lose.

Research from Stanford University published in April concluded that sports bettors remain “overoptimistic,” generally expecting to break even despite losing an average of 7.5 cents on every dollar wagered.

“Overoptimism is largest among bettors who partake in a complex type of bet known as a parlay,” the Stanford researchers wrote. “Compared to other forms of betting, parlays are more likely to be driven by bias.”

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In Q1 2025, the group reported double-digit digital growth, thanks to strong UK, Brazil and US online performances. The period marked Stella David’s first quarter in the full-time group CEO role.

David, at the time, said she was “optimistic but prudent” about Entain’s Q1 performance.  

Numbers have remained steady a year on, and in H1 this year, various markets were hailed as core growth drivers for the business, including Australia, New Zealand, Spain and the UK.

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Enda Kendrick, chief executive of service provider Veltium, similarly says the largest UK and European sharp-betting groups have moved rapidly into US prediction markets. He believes there are also more than 100 smaller operations, ranging from individual traders to teams of around 10, interested in entering the regulated US market.

Yet the presence of professional counterparties complicates the customer-facing idea that prediction markets merely allow users to trade opinions with one another. As Kendrick puts it, two ordinary customers are not going to place $10 million or $20 million behind the Philadelphia Eagles. Markets at that scale require institutions.

For Marantelli, the exchange format could also cause some customers to lose money faster than they would with a conventional sportsbook. The ability to enter and exit positions creates a perception of flexibility, but that optionality can encourage users to commit more of their bankroll.