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About 9 Burning Stars
While Polymarket pulled off a coup with the signings of James, Eli Manning and Derek Jeter, a Novig ad featuring Sweeney arguably received as much fanfare. Sweeney, an Emmy Award-nominated actress known for her role in HBO’s Euphoria series, stars in the spot titled “Just Sports.” As of Friday afternoon, the Novig post on social media platform X received at least nine million views.
Throughout the ad, Novig throws shade on its rivals for offering niche markets on events such as the timeframe for when traders believe that Venezuelan President Nicolás Maduro will be removed from office. Unlike operators such as Kalshi and Polymarket, Novig has opted to limit its offerings to purely sports. “No betting on wars, or deaths…or politics,” Sweeney mused.
During the 2025-26 NBA season, Kalshi made waves by granting an equity stake to two-time league MVP Giannis Antetokounmpo. According to the Wall Street Journal, Sweeney’s representatives approached Novig to express interest as a potential investor. Eventually, the company granted her an undisclosed amount in equity. The increased role of celebrity endorsements in the space is a trend that will likely receive closer observation in the coming months.
About 9 Burning Stars
He emphasised lotteries were a pivotal focus area for future growth, saying they “remain the core focus of our growth strategy, and OmniLogic has built a strong reputation in this sector through long‑standing customer partnerships and a deep understanding of their requirements”.
Founded by Vicente Torrejón and Dávid Márk Gábor, OmniLogic has developed a reputation over more than a decade by delivering sportsbook technology to regulated lottery operators and members of the World Lottery Association (WLA).
The leadership team highlighted access to OpenBet’s wider scale, capabilities and product portfolio as a significant benefit of the deal.
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“The industry has a content problem,” he says. “There are thousands of games being released and too many of them are variations of something that already exists.
“Part of the reason is economics. When games take months and significant money to develop, people naturally become risk-averse. Building on something that already works becomes the safer option.”
For Curwen, tackling the problem therefore means changing the risk-reward equation behind game creation. If creators can develop and test ideas more quickly and at significantly lower cost, an unsuccessful experiment becomes less consequential – and taking a chance on something genuinely different becomes easier to justify.
