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The prediction instinct is worth billions. It doesn’t have to be gambling.

August 25, 2026

The prediction instinct is worth billions. It doesn’t have to be gambling.

How the fan-engagement opportunity hiding inside the betting boom lets rights-holders capture the same behaviour, and own the data it produces. There is a multi-billion-dollar business built on a single human instinct: I think this team wins. I think this player scores first. The betting industry has spent decades monetising that instinct, and right now…

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