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Some companies, such as Evoke, actively monitor DEI at a leadership level to track whether initiatives are making an impact.

“Leadership is critical in setting expectations and maintaining accountability,” says Nicola Kociuba, learning and performance business partner at Evoke. “For example, our Nomination Committee monitors progress against diversity objectives and considers diversity in succession planning and appointments, while ensuring decisions remain based on merit, experience and capability.”

Playtech also tracks its DEI achievements. According to Sophie Yaxley, the company’s global Centre of Excellence director, female representation within Playtech’s leadership rose from 23% in 2021 to 32% in 2025.

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That widening breadth is vital for the industry at a time when some analysts estimate volume could jump to $10 trillion by 2035 – a projection that is largely rooted in other categories surpassing sports for the top spot.  

Nearly a third of respondents told Fullstory that increased event contract breadth could compel them to consistently choose a prediction market over a sportsbook.

Sportsbook operators have an inherent advantage over prediction markets in that the former can offer significantly larger sign-up and retention bonuses and gaming companies are leaning into those expenditures this football season.