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For all the hoopla surrounding prediction markets and expectations that the industry will eat away at sportsbooks’ NFL handle this season, the old guard industry is expected to control nearly 80% of pro football wagers this year.

Eilers & Krejcik Gaming (EKG) estimates that bettors will plunk down $40.5 billion on the NFL this season through regulated channels. Traditional sportsbooks are projected to capture $31.7 billion of that total, compared to a handle analog of $8.4 billion for prediction markets—a 79% to 21% split in favor of legacy operators.

Handle analog is a metric used as a cleaner comparison between sportsbooks and prediction markets because the latter’s volume doesn’t compare evenly with sportsbook handle.

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However, the UK’s physical estate shrank, with overall licensed gambling premises falling by 2% to 8,081.

Betting shops declining for the twelfth consecutive period, standing at 5,617, a 3.6% decrease representing a loss of 208 shops year-on-year.

Various tier one and two retail operators, such as William Hill and Betfred, have scaled back and closed hundreds of shops between them this year.

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BGaming’s product chief tied the release directly to prior results. Julia Alekseeva, CPO at BGaming, said duel slots have proven to be a hit in the past, with titles like Clash of Gods Power Duel driving strong engagement, so the studio decided to take this further with Johnny vs Chicken. She added that the studio took two of its most recognizable characters and brought them together in what she called the ultimate BGaming IP showdown.

That language, an “IP showdown” between established characters, points to where the strategy could go next. If a duel format plus familiar faces reliably lifts engagement, BGaming has a repeatable template for future crossovers drawn entirely from its own library. Johnny vs Chicken reads less like a finished idea. It reads more like a first test of a shared-universe approach to slot IP.

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