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Dale Nally, Minister of Service Alberta and Red Tape Reduction, has repeatedly emphasized that the primary objective of launching the province’s regulated market on July 13 was to offer consumers safe alternatives to illicit offshore sites operating out of jurisdictions like Malta and Curaçao.

“Standing still was not the responsible choice,” Nally said when the market launched. “Albertans were already gambling. What we’re putting in place is a regulated market that will put player safety and player responsibility first.”

“At the end of the day, this is not about revenue. This is about channelization,” Nally added. “How much of that black market can we channelize into the legal, regulated market?”

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A survey by Fullstory, a behavioral data analytics company, says that amid the evolution of yes/no exchanges, 60% of bettors said prediction markets are altering how they use sportsbooks with 35% admitting that they’ve reduced usage of traditional sports wagering platforms as access to sports event contracts increased.

“Consumers are being presented with more options for how they can participate in online gaming, creating a more competitive landscape where a seamless digital experience is increasingly becoming part of the value proposition,” said Jason Wolf, president of Fullstory, in a statement. “The brands that understand how consumers are navigating, comparing, and engaging with their platforms in real-time can identify where friction is getting in the way of trust and retention.”

A quarter of respondents said they use both prediction markets and sportsbooks depending on the event they’re considering wagering on. While the 35% reduced use figure may sound like a warning shot to gaming companies, a variety of other studies and surveys indicate that when bettors can choose between a sportsbook and an all-or-nothing exchange, they frequently opt for the former.

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According to the survey, the problem arises when a user follows a single account related to betting. The platform’s recommendation system then starts showing other profiles in the same segment, including betting sites, influencers and specialised pages.

Among the 100 most recommended profiles are accounts that, together, have accumulated more than 6 million followers and 114,000 posts. There are three main types of profiles recommended by Instagram: operators, content creators and media specialising in the betting market.

The research also identified content that associates betting with investments and the possibility of income.