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The total cost of the ad has not been divulged by Polymarket, but it is fair to estimate that it fell in the millions given the high expenses of bringing aboard a prominent filmmaker such as Berg. Beyond director fees, Polymarket also had to budget for agency and concept fees, set construction and post-production costs that include visual effects, licensing and sound design. In late-August, Polymarket disclosed that it has sought a $21 billion valuation in a new funding round led by Donald Trump Jr’s venture firm, 1789 Capital.

Polymarket may defend any substantial investment in marketing given the overwhelming impact on customer acquisition that ensued. On Tuesday, Polymarket ranked first on the App Store in downloads for free finance apps, topping archrival Kalshi, Capital One Mobile and prominent payment providers PayPal and Venmo.

The company did not immediately respond to a request for comment from iGB.

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Entain warned that a sharp rise in MGD could prompt customers to migrate out of the regulated market, estimating that up to £1 billion in gambling stakes could shift to the black market.

The company cited analyses from the Office for Budget Responsibility which suggested previous gambling tax rises had reduced expected tax receipts, including a £500m reduction in forecast receipts for 2029-30. This revenue, writes David, would flow to the black market. 

A new report commissioned by Euromat, and produced by Regulus Partners and Helios, has estimated that Europe’s black market has sustained a compound annual growth rate of 18% between 2019 and 2026, and will be worth up to €13 billion by the end of the year.

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In response, DeNault noted that prediction markets regulated on the federal level by the CFTC offer a “safer alternative” than many offshore operators that lack the requisite consumer protections.

“You can go the combative route and ban something that’s federally regulated,” he said. “But what you’ll end up with is a bunch of customers in Texas just going offshore.”

The committee also heard from Brianne Doura-Schawohl, a nationally recognised problem gambling expert. One study cited by Doura-Schawohl found that 52% of Gen Z respondents include sports betting and prediction markets as part of their long-term financial plan.