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How to play Mercy Of The Gods
Numbers have remained steady a year on, and in H1 this year, various markets were hailed as core growth drivers for the business, including Australia, New Zealand, Spain and the UK.
Meanwhile, cost-saving efforts have seen retail shops and operational roles cut this year. And the group has chosen to exit its CEE business and sell off a significant share.
In August newly appointed CFO Michael Snape said the move was expected to de-lever, unlock and return capital to shareholders.
What is Mercy Of The Gods?
Former Scientific Games veteran Chris Armes was appointed as the new executive VP of Gaming Technologies in early August. Armes is set to take up his new role in the autumn of 2026, leading Veikkaus’ technology organisation from its Helsinki headquarters.
In July last year, Veikkaus iGaming EVP Jarkko Nordlund told iGB: “The competition will be fierce when the market opens, so we must be very competitive. Our aim is to challenge the mentality of our current position, so we need to secure market leadership.”
According to its interim report for the first half of 2026, released this week, Veikkaus reported a 1% yearly increase in sales revenue of €471.3 million ($546.8 million).
How to play Mercy Of The Gods
Takers is a prediction market industry colloquialism for the market participants that swiftly fill buy and sell orders, thus removing liquidity from the marketplace. Conversely, makers are the market participants viewed as liquidity providers and professional or sharp money.
“Recent launches, including customizable same-game parlays (SGPs), further support our view that Prediction Markets (PM) are increasingly converging with traditional sportsbooks,” observes Macquarie analyst Chad Beynon. “As a result, we now estimate total US PM taker volume to reach $190 billion in 2026E (vs $169 billion prior).”
If the research firm’s $190 billion taker volume estimate proves accurate, it’d represent a more than eightfold increase from the $22 billion taker turnover seen last year.
