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About Old West
Prediction markets have become more and more intertwined with sports and entertainment businesses. Polymarket has agreements with Major League Baseball and Sportsradar. Sportsradar provides data and services for more than 20 sports leagues and competitions.
The company has also pursued partnerships outside the normal financial media. Its deals include relationships with major sports organizations and entertainment properties, signaling efforts to integrate prediction markets into mainstream content and information services.
The conclusion of the Yahoo Finance deal comes as there is more talk about the use of prediction market data in journalism. Operators such as Polymarket and rival Kalshi have touted their markets as a way to get real-time information on how likely future events are to occur.
About Old West
The transformation has not eliminated all of Cubeia’s concerns. And inevitably some coders are missing their original role.
“We still have people who loved the coding part – solving problems with code and writing beautiful code. They’re struggling with the change. For some people an important part of their work that they genuinely loved is now gone.”
There are also strategic questions around dependence on AI providers.
About Old West
“Over time we expect that knowledge and local presence to help us open conversations with other operators looking to enter or expand in Africa, in the same way our historical B2C experience in Europe underpinned our platform proposition there.
“So this is not an either/or. It is a B2C acquisition that we expect to strengthen our B2B pipeline on the continent.”
GiG exited the B2C space in 2023 when, after a strategic review, the company split its media and platform divisions, the former of which was rebranded as Gentoo Media.
