SOFTSWISS has announced the release of a research report on prediction markets, examining how the category has developed and what it means for iGaming operators considering entry.
The ‘Prediction Markets: From Trading to Betting’ reportcovers the full arc of prediction markets – from their origins in 15th-century papal election betting to the platforms processing billions in monthly volume today. It maps the competitive field, from Polymarket and Kalshi to the first iGaming-native launches in 2025 and 2026.
It also breaks down regulatory status across North America, Latin America, Europe, Asia, Africa, and Oceania, and closes with practical guidance on how to launch prediction markets as an iGaming product.
The report draws on data from Dune, Keyrock, TRM Labs, and Blask, among other sources. It includes demand signal analysis across five markets – the US, UK, Ireland, Australia, and Canada – and profiles the mechanics behind both trading-style and betting-style prediction market models.
Alexander Kamenetskyi, Head of SOFTSWISS Sportsbook
Alexander Kamenetskyi, Head of Operations at SOFTSWISS Sportsbook, said: “Monthly volume grew from $32m in January 2024 to $12.6bn in January 2026 – a scale shift the industry can no longer afford to dismiss. That is no longer a trend – it is a fully formed product category. And critically, almost none of that volume has flowed through traditional operators.”
The report’s data points to sports as the highest-value event category on both Kalshi and Polymarket. Four of the ten most profitable Polymarket wallets traded predominantly on sports between January and March 2026, generating $22 million in combined profit. For operators already running a sportsbook, that overlap is a direct revenue opportunity. Bernstein projects the global market will reach $1 trillion by 2030, with 370% volume growth forecast by the end of 2026 alone.
Demand signals vary by market: the US and UK have seen the steepest growth trajectories, while Canada and Australia are also expanding. Regulatory treatment differs across all of them, and the report maps each jurisdiction in detail.
The report follows the recent launch of SOFTSWISS Prediction Markets, the tech provider’s own solution. It allows operators to offer event-based wagering on outcomes across politics, economics, sport, entertainment, and other categories. The fixed-odds model is more compatible with existing iGaming licences and operator infrastructure than peer-to-peer trading, and requires no change to the betting mechanics players already know.
The product is available as a standalone iFrame widget or as a direct integration within the SOFTSWISS Sportsbook, with launch timelines of two to three days for existing partners.
Euro Games Technology (EGT), a global-scale gaming manufacturer with headquarters in Bulgaria, marked its return to G2E Asia with great enthusiasm, as the event once again highlighted the strong business potential of the Asian market.
In a press release, the company said each day was filled with meaningful meetings and valuable new connections, reinforcing the company’s regional presence.
During the exhibition, booth 1701 attracted considerable attention from visitors. EGT’s products, distinguished by their unique design and engaging gameplay, showcased a level of excellence that resonated strongly with attendees.
Progressive Jackpots
EGT’s Asian-themed progressive jackpots reinforced its position as a leading global gaming solutions provider, with special symbols delivering an immersive and dynamic player experience.
The award-winning Zhao Cai Shuang Yu, a multi-level progressive jackpot, stood out among visitors, gaining strong interest thanks to its proven performance, distinctive features, and international appeal. The titles Rising Coins and Prosperity Strike enhance gameplay through special symbols that trigger KEEP & SPIN or FREE SPINS & WHEEL bonuses, while unlocking higher jackpot levels.
Visitors also responded positively to Bonus Boom and Bonus Craze from Sheng Sheng Bu Xi, as well as Cai Fu Tian Jiang, which drew attention with its four engaging titles and dynamic, twist-filled gameplay.
Bringing More to G2E Asia 2026
EGT further strengthened its presence with a portfolio of top-performing jackpots, including Bell Link, Bell Link Boost, and Gods & Kings Link, all presented alongside their latest multigame configurations. These were complemented by the company’s widely recognised slot cabinets from the General and Supreme Series.
Specially curated for G2E Asia, EGT also showcased its Asian-themed mix Supreme Wang Union, previously highlighted in detail in the company’s newsletter.
On the EGT front, the G RSA roulette center and G R8 SQ roulette emerged as standout attractions, thanks to their elegant design, flexibility, and proven performance, making them clear favourites among players.
G2E Asia proved to be an inspiring experience for EGT, driven by the dedication of its team and the continued support of partners, customers, and friends. With strong momentum behind its portfolio, the company now looks ahead with confidence—firmly focused on the continued success of its products.
GR8 Tech has unveiled a redesigned brand identity built to match the speed, ambition, and scale of modern iGaming. More than a visual update, the new system reflects the way modern technology brands think, move, and evolve.
As a tech company, GR8 Tech deliberately chose to speak the language of technology itself—through a coding-inspired visual language, modular design principles, a motion-first approach, and structures that feel more aligned with modern digital products than traditional iGaming branding.
Created for a digital-first world, the identity combines precision, confidence, and high-performance aesthetics with the energy of gaming and entertainment. It’s a minimal, scalable system designed to move consistently across products, platforms, motion, and future subbrands.
“This was never about changing the brand for the sake of change. GR8 Tech already had strong recognition and character,” said Iryna Ilchanka, Creative Lead at GR8 Tech. “Our goal was to sharpen it, to create a system that feels more future-ready and aligned with the level of technology and ambition behind the company.”
Built to Evolve
Inspired by the spirit of champions, GR8 Tech was created for ambitious operators and teams who move the industry forward with confidence, precision, and bold thinking. The redesign strengthens that foundation while giving the brand a more scalable and digitally native visual language.
“We didn’t want to create a static brand book. Rather, we wanted to build a living framework that can continuously evolve together with the business.”
Iryna Ilchanka
Beyond visual change, the new branding represents GR8 Tech’s vision of the modern championship itself: confident and driven by discipline, technology, and continuous evolution.
Melco Resorts & Entertainment has been recognised as a winner of the HR Asia Best Companies to Work for in Asia – Hong Kong 2026, alongside receiving the HR Asia People Transformation Award.
Melco’s dual win highlights its success in fostering an environment where professional growth and colleague well-being go hand-in-hand.
Lawrence Ho
Commenting on the recognition, Mr. Lawrence Ho, Chairman and CEO of Melco Resorts & Entertainment, said, “We are deeply honored to receive these distinctions from HR Asia, in recognition of our commitment to establishing and maintaining a positive work environment and culture for our Colleagues. Our Colleagues are our greatest asset. Being named one of the Best Companies to Work for reflects our commitment to creating a culture of excellence and being an employer of choice. Also, being recognized with the People Transformation Award underscores our belief in the importance of lifelong learning. Through various programs driven by our Whole Person Development philosophy, we remain dedicated to equipping our Colleagues with the tools needed to thrive in our ever-evolving industry.”
Melco’s people-centric strategy continues to focus on holistic Colleague development, ranging from comprehensive internal training programs to scholarships and leadership workshops designed to prepare its workforce for the future of global luxury hospitality.
The HR Asia Awards are among the most respected in the region, utilizing a rigorous evaluation process that includes employee engagement surveys and audits. The HR Asia Best Companies to Work for in Asia honors organizations that demonstrate unwavering commitment to workplace excellence.
Additionally, the HR Asia People Transformation Award specifically recognizes organizations that place learning at the core of their people strategy, investing heavily in upskilling their workforce to meet the challenges of tomorrow.
Asia’s gaming and integrated resort sector has recovered from the pandemic, but recovery alone is no longer enough to secure its future, Zhonglu Zeng, President of the Asia-Pacific Association for Gambling Studies, told delegates at the G2E Asia + Asian IR Expo 2026 in Macau.
Speaking on market trends and the outlook for the IR and tourism industry, Zeng argued that the post-pandemic rebound has masked a deep bifurcation between the premium and mass segments — a structural shift that operators across the region can no longer afford to overlook. The headline numbers, he warned, are hiding the real story.
The data presented is striking. Macau’s gaming revenue reached MOP247.4 billion ($30.7 billion) in 2025, up 9.1 percent year-on-year, with visitor arrivals climbing to 102 percent of 2019 levels. But beneath those aggregate figures, the recovery is anything but uniform.
Mass market gaming grew just 4 percent in 2025 and 7 percent in the first quarter of 2026. The VIP segment, by contrast, surged 24 percent in 2025 and accelerated to 35 percent growth in 1Q26. According to Zeng’s analysis, 64 percent of Macau’s net revenue gain last year came from VIP rooms alone. Even within the mass market, he noted, operators including Sands China, Melco Resorts and MGM China have confirmed that it is the premium tier driving growth and profit, while per capita spending at the lower end remains sluggish.
The pattern is not unique to Macau. In Singapore, Marina Bay Sands‘ VIP revenue grew 36.3 percent in 2025 compared with 2024, while mass market revenue grew only 16.5 percent over the same period. In Cambodia, NagaWorld‘s VIP segment expanded 57 percent year-on-year, premium mass rose 32 percent, and general mass market grew just 23 percent — the same skew toward the top of the market.
Zeng linked the trend to broader luxury consumption dynamics, citing BCG data showing that the top 0.1 percent of luxury consumers globally now drive 23 percent of total luxury sales — nearly double their 12 percent share in 2013. Aspirational, entry-level luxury buyers, once the backbone of the market, have seen their share slip from 74 percent to 61 percent over the same period.
“The path forward isn’t about volume,” Zeng said. “It’s about deepening relationships with premium guests through bespoke service, recognition, and seamless experiences.”
What high-value guests actually want, he added, citing Hurun’s 2025 HNWI research, is “not mass push notifications, but one-to-one connection. Not crowded experiences, but exclusive, private spaces. Not generic service, but service excellence and identity recognition.”
The shift to experiential tourism
Running parallel to the premium-customer trend is what Zeng described as the mainstreaming of experiential tourism. Today’s travelers, he said, “don’t just want to see a destination; they aspire to feel it, understand it, and remember it vividly.”
Qing Dynasty imperial carpet at MGM Cotai300-year-old French royal tapestry at Wynn Macau
Salvador Dalí bronze sculpture at MGM Macau
He identified three elements visitors increasingly seek — learning, enjoyment, and escape — and argued that Macau’s integrated resorts hold significant, underutilized assets to deliver all three. He pointed to a 300-year-old French royal tapestry at Wynn Macau, a Salvador Dalí bronze sculpture at MGM Macau, a Qing Dynasty imperial carpet at MGM Cotai, Zaha Hadid’s free-form exoskeleton design at Morpheus, and the Portuguese azulejo tile murals at Grand Lisboa Palace.
“Yet too often, these treasures go unnoticed. The tapestry is walked past. The Dalí sculpture is unrecognized. The Morpheus is admired — but not understood,” Zeng told the audience. “Because there is no effective introduction. No interpretation. No story. No depth.”
The remedy, he suggested, lies in interpretation rather than new construction: signage, guidebooks, brochures, and properly trained staff who function as cultural interpreters rather than information desks. The return on investment, he argued, comes through deeper engagement, longer stays, and higher non-gaming spend.
Other forces also at play
Zeng briefly addressed two further trends shaping demand: the rise of the silver economy and the emergence of health as what he termed the “new luxury.”
On the silver economy, he noted that more than 50 percent of Hong Kong arrivals to Macau in 2025 were aged 55 or older, with the figure reaching 51.3 percent in 1Q26. Mainland China is home to 310 million people aged 60 or above — 22 percent of the population — and their annual consumption could reach RMB 15.5 trillion ($2.28 trillion) by 2030, or nearly 11 percent of GDP.
Affluent seniors in particular retain 75 percent of their pre-retirement income, far above the national pension replacement rate of 42.6 percent, giving them both the means and the time to travel. By the end of 2025, Zeng said, more than 100 million active senior travelers will fuel a tourism market worth over RMB 1 trillion ($146.8 billion).
On wellness, he pointed to BCG data showing that while middle-class luxury spending fell 35 percent in 2024, health-related expenditure rose 13 percent, and 65 percent of HNWIs now rank health as their top life priority — ahead of happiness or wealth. In Mainland China, sports and wellness retail grew 15.7 percent in 2025, compared with just 3.7 percent for general consumer goods.
For IR operators, Zeng argued, the implication is that wellness can no longer be treated as an add-on but must be woven into every guest touchpoint, from food and beverage to room design.
Pragmatic Play has expanded its live casino collection with the release of Seotda Baccarat, combining traditional baccarat with a Korean-inspired Seotda card game.
This distinctive baccarat variant is played using a 20-card Hwatu deck, where each card represents a month from January to October and carries a points value. The aim is to predict whether the player or banker will receive the higher-scoring two-card hand, removing the standard third card draw for a faster, more streamlined experience.
Further depth comes from three special ‘Bright’ cards. Bright cards carry the highest value in the deck and are the focus of side bets, unlocking higher win potential compared to classic baccarat.
Steeped in culture and easy to play, with enough strategic depth for players who are already familiar with either baccarat or Seotda, this innovative live casino release is as engaging as it is eye-catching.
Seotda Baccarat further diversifies Pragmatic Play’s premium live casino portfolio, following the launch of headline game show Gates of Olympus Roulette in April.
Sharon McHugh, Director of Public Relations at Pragmatic Play, said: “Seotda Baccarat brings together two popular card games in a way that feels fresh and authentic. By combining the vibrant Hwatu deck with familiar baccarat betting mechanics, this release givescasinos a first-of-its-kind live casino experience designed to elevate their live lobbies. And, by the way, it’s pronounced soo-da!”
Hong Kong-listed Century Entertainment International announced on Monday that Ho Tsz Ying, described by the company just months earlier as its ‘new primary owner,‘ has disposed of her entire 28.05 percent stake, citing ‘personal financial planning and asset allocation needs.’
Of the 35,980,459 shares offloaded, only 2,518,633 — roughly 1.96 percent — were transferred to Executive Director and CEO Tang Ho Ka. The destination of the remaining approximately 26 percent stake was not disclosed. The company stated that Ho is not a director and has no affiliation with the board or management.
The timing is notable. Ho originally acquired the same 35,980,459 shares from former Chairman and controlling shareholder Ng Man Sun in late 2024, together with HK$32 million ($4.1 million) in convertible bonds, in a transaction that breached Hong Kong Stock Exchange blackout-period rules. Ng — a veteran Macau junket figure — stepped down as Chairman and CEO in May 2025, only to return to the chairmanship in April 2026, with Tang reverting to CEO. Ho’s full exit follows roughly one month after Ng’s reinstatement.
Trading in Century Entertainment shares has been suspended since June 26th, 2025, over a disclaimer of opinion linked to going concern uncertainty. The Macau-rooted group has recently pivoted toward an online gaming platform in the Philippines with World Platinum Technologies, and is exploring table game operations in Vietnam following the termination of its Cambodian VIP business.
Prediction market platforms Kalshi Inc. and Polymarket are still accepting users from India even after the country’s technology ministry warned that their services are illegal under a new online gaming law that took effect on May 1st, according to a report published on Monday by Bloomberg.
India’s Ministry of Electronics and Information Technology said in an advisory posted on its website that users are accessing “illegal and blocked prediction market and online betting platforms” despite domestic prohibitions, naming Polymarket and “a few other similar sites.” In a separate letter dated April 25th, the ministry warned virtual private network providers that they would face “exposure to consequential legal action” if they continued to allow access to the platforms.
Although at least some Indian internet providers are blocking access to Polymarket’s website, users have continued to reach the platform by using VPNs to mask their location. On Polymarket’s official Discord channel, users have shared tips in recent months on how to circumvent the block by changing their DNS server to a generic Cloudflare service, obfuscating their true location. Polymarket operates entirely on a cryptocurrency-based network and does not perform identity checks on its customers, making enforcement more difficult.
The crackdown stems from the Promotion and Regulation of Online Gaming Rules (PROGA), a national law passed last August that imposes a broad ban on what authorities define as “online money games.” Indian regulatory specialists told Bloomberg that prediction markets clearly fall within the law’s scope. “Polymarket, Kalshi, and other prediction markets would obviously fall under online money games under PROGA, and therefore, there is a blanket ban,” said Jay Sayta, a Mumbai-based technology and gaming lawyer.
The new framework has already reshaped India’s domestic gaming industry. Major operators including Dream11, Mobile Premier League, WinZO, Zupee, PokerBaazi and Games24x7 suspended their real-money operations, triggering significant revenue declines, asset write-downs and widespread layoffs across a sector that previously accounted for nearly 86 percent of the country’s gaming revenues.
Prediction markets, by contrast, have continued to grow rapidly. The sector, dominated worldwide by Kalshi and Polymarket, generated more than $63 billion in trading volume during 2025 and reached monthly peaks of approximately $25.7 billion in early 2026, according to industry data cited in recent market reports.
Kalshi’s legal counsel, Valeria Vouterakou, told Bloomberg that the company has been in contact with the Indian government and had not been instructed to cease operations. New customers are still being onboarded and must complete identity verification. “We will comply with the government’s requests should they make them,” Vouterakou said.
A Polymarket spokesperson said the company is “committed to complying with applicable laws and regulations across all jurisdictions in which it operates” and maintains geoblocking measures where its services are not permitted. India is not currently on Polymarket’s restricted-country list.
Cricket has emerged as a key driver of Indian-linked activity. Wagering on Indian Premier League matches has approached half the weekly trading volume of US Major League Baseball contracts on Kalshi since the current season began in March. A May 7th match between Lucknow Super Giants and Royal Challengers Bengaluru attracted $27.7 million in combined trading on Kalshi and Polymarket.
Even before PROGA took effect, the Securities and Exchange Board of India had warned investors that “opinion trading” products offered “no investor protection mechanism” and fell outside its supervision.
Sands China has announced the return of the Sands Shopping Carnival, its signature annual event in Macao, set to take place over four consecutive days from July 23–26 at the Cotai Expo at The Venetian Macao.
Now in its seventh consecutive year since its inception in 2020, the carnival has served as a major business and promotional platform for local SMEs, community partners, and Sands retailers. Participation is free for all four days, with booth registration open from May 19 to 29.
As Macao’s largest sale event, the Sands Shopping Carnival brings together a wealth of international and local brands, and resources from diverse industries every year. It has now developed into a signature tourism event integrating exhibitions, shopping, entertainment, and leisure experiences.
Since 2020, the event has garnered consistent participation and support from residents and tourists alike, with cumulative attendance exceeding 640,000 to date. It has successfully stimulated local and visitor spending in Macao, while providing 4,000 complimentary exhibition booths over the years. By offering an extended business and promotion platform, the carnival has helped local SMEs and Sands retailers broaden their customer base and market exposure, further promoting Macao’s consumer brands.
This year’s carnival is expected to feature over 580 booths. As in previous years, it offers a wide array of themed zones, including household products, gourmet & wine, food court, culture and creative, Sands retailers, Macao specialties & souvenirs, and family fun and sports experiences, making it a vibrant summer destination for dining, shopping, and entertainment.
The event will kick off with an invitation-only preview session on the first day (July 23), followed by public sessions in the subsequent three days, with opening hours from noon to 10 p.m. daily. To encourage public participation, admission is free, and complimentary shuttle buses and free parking will be available for attendees. More information about the carnival and its attractions will be announced in due course.
The 2026 Sands Shopping Carnival will be open for exhibitor registration from May 19 to 29 at 6 p.m. Sands retailers and local SMEs are welcome to participate.
For enquiries, please call +853 2855 5000 or email [email protected].
Sands China continues to support Macao’s SMEs through targeted initiatives, including the annual Sands Shopping Carnival and a strong focus on local procurement. This commitment, in place since the launch of its Local Small, Medium and Micro Suppliers Support Programme with the Macao Chamber of Commerce in 2015, aligns with the Macao SAR government’s “buy local” initiative and reflects the company’s ongoing dedication to local enterprise development.
The SBC Affiliate Leaders Summit 2026 will take place from September 29 to October 1, 2026, at the Feira Internacional de Lisboa (FIL) in Lisbon, Portugal.
For the first time, this premier iGaming performance marketing event is expanding into a standalone, co-located event running right alongside the broader SBC Summit. It is expected to draw over 10,000 marketing professionals, connecting 6,000 affiliates with 11,000 operators.
