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“I don’t believe Peru has reached maturity yet, but I do believe it is entering its next stage of development,” she says. “Peru has one of the strongest long-term outlooks in South America.”

“The market is moving beyond rapid expansion and becoming increasingly quality-driven. Operators will need to compete not only through marketing investment, but also through technology, product innovation, responsible gaming and customer experience.

Rossi takes a somewhat different view, describing Peru as a mature betting market while pointing to mobile penetration and a growing generation of digital consumers as sources of further growth.

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Playtech revenue increased 10% year-on-year in its H1 to €425.1 million, powered by what the company described as “exceptional growth” for its B2B business in North America.

Revenue from the US and Canada surged 161% year-on-year to €56.9 million.

The company’s adjusted EBITDA also rose 77% to €162.5 million, with B2B accounting for €128.1 million of that total.

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A month earlier, Polymarket opened a free grocery store in New York City. The promotion ran Feb. 12-16, with shoppers allowed to gather up to $50 per person in free groceries.   

More recently, Polymarket has paid top dollar for prominent athletes and celebrities to promote its prediction market. The company’s paid partners include LeBron James, Derek Jeter, Eli Manning, Spike Lee, and Craig Robinson.

The Polymarket water tower can be seen from I-94, but isn’t overly prominent, as the interstate passes beneath three bridges—Concord Avenue, train tracks, and a service road—near the Mount Elliott exit.