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Data from the Rede em Jogo project, by CondadoLab at PUC-Rio, revealed that 84% of the betting operators most recommended on Instagram are illegal in Brazil.

The research, published by The Intercept Brasil on Monday, analysed more than 55,000 Instagram accounts and cross-referenced the results with the official list of authorised operators from the Secretariat of Prizes and Bets (SPA).

According to the survey, the problem arises when a user follows a single account related to betting. The platform’s recommendation system then starts showing other profiles in the same segment, including betting sites, influencers and specialised pages.

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The growth, driven predominantly by remote (online) gambling activities, contrasts with a decline in physical gambling premises, highlighting shifting consumer preferences and market dynamics.

When excluding all reported lottery activity, GGY increased to £13.2 billion, up 4.7% year-on-year.

Remote casino, betting, and bingo activity was the standout channel, generating £8.3 billion in GGY, a 6.9% year-on-year increase and accounting for approximately 63% of the non-lottery industry yield.

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A month earlier, Polymarket opened a free grocery store in New York City. The promotion ran Feb. 12-16, with shoppers allowed to gather up to $50 per person in free groceries.   

More recently, Polymarket has paid top dollar for prominent athletes and celebrities to promote its prediction market. The company’s paid partners include LeBron James, Derek Jeter, Eli Manning, Spike Lee, and Craig Robinson.

The Polymarket water tower can be seen from I-94, but isn’t overly prominent, as the interstate passes beneath three bridges—Concord Avenue, train tracks, and a service road—near the Mount Elliott exit.