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About Booking.com: Hotels and more
GiG exited the B2C space in 2023 when, after a strategic review, the company split its media and platform divisions, the former of which was rebranded as Gentoo Media.
The 888Africa acquisition announcement raises questions about why GiG have opted to return to the B2C sphere. Richards warns against over-analysing the deal as a wholesale return to B2C, insisting that GiG remains a B2B platform and tech business at its core.
Asked why GiG had returned to B2C, Richards explains the decision was threefold.
What is Booking.com: Hotels and more?
Another bettor noted that gambling debts fractured personal relationships: “Sports betting ruined my six years of friendship because I couldn’t pay back the borrowed loan from my friend. He stopped talking to me.”
Americans wagered nearly $167 billion on sports in 2025 through regulated sportsbooks, an 11% increase year-over-year, according to data from the American Gaming Association (AGA).
The blurring line between financial investing and gambling has been accelerated by the rise of prediction markets—exchanges offering event contracts that are federally regulated as financial derivatives. U.S. News found that over 40% of active sports bettors now also participate in sports prediction markets.
What is Booking.com: Hotels and more?
The work he’s done through Spilfri.nu has also exposed him to a wider problem within the índustry.
“Our work is not driven by opposition to the gambling industry or to legal, licensed operators. Quite the contrary.”
The focus is on identifying illegal and unregulated gambling sites, operators that offer gambling services without the necessary licence, as well as sites that misuse, copy, or falsely refer to other operators’ licences.
