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Polymarket also has marketing deals with Major League Baseball (MLB), Major League Soccer (MLS), the NHL and UFC.
While the Polymarket/Yahoo Finance situation is one of the earliest examples of a severed relationship between a prediction market operator and a media entity, that doesn’t mean those “divorces” will permeate the two industries.
There’s widespread belief that old guard media companies are incentivized to feature event contract data on their sites or reference it in select publications as a way of better connecting with younger readers and viewers.
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Is the monopoly safe, is it set in the law that it will operate forevermore? No, it’s under constant evaluation, Petra explains: “The Dutch state, represented by the Ministry of Finance, is our shareholder and they evaluate every seven years, not only us as Holland Casino, but all state-owned companies.”
One of the operator’s most significant challenges is the increase in gambling tax enforced over recent years. Petra has been particularly vocal about this and the company’s profitability has taken a reasonable hit, since the first tax increase to 34.2% of GGR came into effect on 1 January 2025.
Holland Casino now pays 37.8% of GGR to the state, as per the additional increase in 2026, but with labour tax on top the business pays around 52% before they can look at their base running costs. It is not a small burden by any stretch of the imagination, so it is heartening to see the business doing well despite the tightening tax burden.
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Replacing Miller as treasurer is Ian Angus, director of policy at the UK Gambling Commission where, since 2020, he has been closely engaged in policy development. This includes the Gambling Act white paper and its recommendations on financial risk assessments.
His appointment signals a continuation of UK influence within GREF, even as the Gambling Commission undergoes personnel changes. Ruth Evans was named the new Gambling Commission chair, taking over from Charles Counsell after over a year in the position.
In addition, Olivia Petit has been appointed as board secretary of GREF. Petit is an associate professor at KEDGE Business School, where her research specialises in consumer behaviour in digital environments and emerging technologies.
