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While acknowledging Google’s cooperation in removing paid advertisements promoting illegal casinos, the KVA emphasised the need for the company to take more comprehensive measures addressing organic search results.

Dutch MPs have raised similar concerns before. In December 2025, CDA MP Straatman asked the state secretary whether websites advertising as “Beste casino’s zonder Cruks” should be taken offline immediately. 

In a written response published in January 2026, Arno Rutte, the state secretary at the time acknowledged that enforcement against such sites remained limited, particularly for domains not registered under the .nl extension.

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Rather than simply building what is requested, teams are increasingly expected to understand why something is being built and what value it should create.

As Paul Crisp, Cubeia’s head of marketing, points out: “If the objective is 10% more traffic, for example, how do we measure it?

“We need to establish a baseline, implement the change, measure it and see whether it goes up by 10%. If it only goes up by 1%, maybe we need another iteration because we haven’t fulfilled the objective.”

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A 40% weekly increase at Crypto.com combined with the attrition at Kalshi may reflect the enormity of the Robinhood deal, according to Kelley.

With all activity, beyond just football, Crypto.com recorded trading volume of $350 million for the week, figures from The PM Pulse show. The newsletter, which is in partnership with Aldrin Research for monitoring industry trends, indicated that Crypto saw weekly growth of 41%. While Kalshi and Polymarket accounted for more than $15 billion in weekly volume, four others recorded activity of at least $300 million. Buoyed by a popular Sydney Sweeney ad, Novig increased volume by nearly 34% on the week.

Moving forward, prediction markets could see a bump from appearances by several high-profile teams in primetime during Week 2. On Thursday, the Buffalo Bills will make their regular-season debut at Highmark Stadium against the Detroit Lions. Enthusiasm among supporters of the “Bills Mafia” for the opening of the $2.2 billion stadium could pad weekly totals on prediction markets. New York is one of the nation’s largest markets for sports betting and predictions.