Mad Muertos

What is Mad Muertos?

The format, however, cannot simply be copied and pasted from one market to the next. “We’ve found that the more localised the offering, the better,” Wilson says. “We’re talking about building anything from sumo wrestling to Love Island, as well as the headline sports. Ice cage fighting has been a popular one in a certain market for us.”

It is an eclectic list, but that’s kind of the point. Relevance can mean a global sporting event in one market and a far more niche (see ice cage fighting) obsession in another. Splash Tech’s job is to find the experience that fits the audience, rather than expecting the audience to fit the product.

If free-to-play builds familiarity, Splash Tech’s jackpot engine is intended to provide a common thread across an operator’s offering, even when the games themselves come from dozens of competing studios.

What is Mad Muertos?

Sahil Patel, founder of competitive intelligence provider Aldrin AI, said those relationships help explain Kalshi’s position.

“A lot of market makers want to go where there’s liquidity,” he said, adding that platform stability and Kalshi’s investment in the financial side of its market-maker relationships were also important. “I think Kalshi is a freight train that’s just kind of running away with it.”

Aldrin monitors product changes, advertising, social media activity, app-store rankings and trading volume across prediction market operators. Patel said the objective is to connect those indicators and show how a product launch supported by advertising affects volume and market share.

What is Mad Muertos?

But what has changed is what shareholders want those companies to prove – and the price they are willing to pay for that proof.

Fantini points to land-based examples like Red Rock Resorts and Monarch Casino as companies that can still attract capital because they offer sensible growth and strong management. That is a telling comparison with the industry’s recent past.

London’s problems are real. Entain’s removal from the FTSE 100 and Flutter’s move away from its London primary listing are evidence of that. But Flutter’s experience in New York shows that changing the listing does not remove the pressure.