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How to play Dragons Lock
Given the rise of prediction markets, this week arguably represents the most frenzied campaign since the historic PASPA decision in 2018. Buttressed by massive capital injection from substantial funding rounds, operators have spent handsomely on celebrity endorsements. Over the last week, ads featuring LeBron James, Sydney Sweeney, Marshawn Lynch and Jeremy Piven have showered the airwaves. Even Pete Sampras, who disappeared from the public spotlight for the better part of two decades, resurfaced in a US Open spot for Kalshi.
While Polymarket pulled off a coup with the signings of James, Eli Manning and Derek Jeter, a Novig ad featuring Sweeney arguably received as much fanfare. Sweeney, an Emmy Award-nominated actress known for her role in HBO’s Euphoria series, stars in the spot titled “Just Sports.” As of Friday afternoon, the Novig post on social media platform X received at least nine million views.
Throughout the ad, Novig throws shade on its rivals for offering niche markets on events such as the timeframe for when traders believe that Venezuelan President Nicolás Maduro will be removed from office. Unlike operators such as Kalshi and Polymarket, Novig has opted to limit its offerings to purely sports. “No betting on wars, or deaths…or politics,” Sweeney mused.
How to play Dragons Lock
The strategy is less about rapid growth and more about showing that a cash-generating business with falling debt and improving operations is undervalued.
By looking at four major gambling companies – Entain, Flutter, DraftKings and MGM Resorts International – it becomes clear why the sector should not be treated as a single trade.
Flutter has arguably the strongest online franchise of the four. Its share price fell from $282.33 on 18 September 2025, to $89.56 on 18 September this year, with a market valuation of $15.54 billion.
How to play Dragons Lock
EDITOR’S NOTE: A new “Vegas Myths Busted” publishes every Monday, with a bonus Flashback Friday edition. Today’s edition originally ran on Jan. 15, 2024.
In the 1960s, back when Las Vegas’ Meadows Addition neighborhood was nice, showgirls lived there. They liked to sunbathe au naturel at their apartment pools because they didn’t like tan lines.
That’s the commonly told story of how the Naked City, a community of low-rent apartment buildings and houses in the shadow of the Stratosphere just north of the Las Vegas Strip, got its nickname.
