Prediction markets allow players to place bets on real-world outcomes, politics, economic data, and social occurrences, rather than a game or a slot machine outcome. In an interview with SiGMA News, Harpo Lilja described the attraction as a generational and mobile-based phenomenon. According to him, younger people are comfortable with the idea of probabilities, with the news cycle, and with the “what happens next” format.
The question of scale is no longer academic. A recent study by Eilers & Krejcik Gaming estimated that prediction markets could become a trillion-dollar industry in the United States, even as state-level regulation heats up. It is this mix of high potential and inconsistent regulation that has the industry paying close attention.
VR Looks Early, While Web3 Keeps Experimenting
Not every next big thing is resonating with gamers. In fact, Lilja pointed out how virtual reality gambling is still in a state of looking early. There are costs to wearables, comfort levels, and the reality of how people play games today – in short bursts on their phones, not in long sessions with a headset.
There’s a lot of experimentation in Web3 and blockchain gaming. However, the reality is that the execution of the idea is more important than the words.
AI Is Shifting From Cost-Cutting to Risk Control
Although prediction markets are the sexy new thing, the real pain point is customer service, and that is where Tugi Tark is placing its stake. The underlying issue is all too common in the iGaming industry: support is 24/7, multi-lingual, and very high-friction when payments, KYC, or promotion rules go awry. While AI can automate the drudgery of repetitive tickets, it can also keep human customer support staff engaged with edge cases and high-value customers.
Lilja also associated AI with the maturity of responsible gaming. AI can assist in distinguishing between “normal play” and risk behavior. Then, it can direct those situations in different ways (reminders, limits, or escalation), without every player being treated the same way. This matters, as markets are split by regulation into different areas of emphasis (player protection vs. tax-first models). In mature markets, enforcement becomes more stringent.
Geography adds another layer. Lilja suggested that Brazil is often overestimated from the outside because it’s harder to enter the market than people think, and there are more regulations. He also believes that some parts of Africa and Southeast Asia are underestimated, especially when creating something tailored to the local bandwidth and payments situation, rather than copying something from Europe.
What This Means for iGaming in 2026
Prediction markets could be the next big demand driver, but they also increase the stakes for regulation and integrity. The companies most poised to expand will probably be those that view AI as a core infrastructure play, rather than a side project.
