Fire Queen

What is Fire Queen?

Entain stressed the importance of its retail networks in providing local employment and community engagement. 

It noted the role of machine gaming revenue in sustaining shops outside of race days, which in turn supports local economic activity, including around £50 million annually devoted to British horse racing. 

Entain warned that a sharp rise in MGD could prompt customers to migrate out of the regulated market, estimating that up to £1 billion in gambling stakes could shift to the black market.

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DraftKings is a different proposition. Its share price went from $43.30 on 18 September 2025, to $21.75 upon market closure last week. Beynon says it “arguably offers the greatest operational upside if it can continue converting strong customer growth into sustained profitability”. Its prediction market strategy could also become an advantage if the new market proves complementary to sportsbook betting.

MGM Resorts International’s investment case is supported by Las Vegas, regional casinos, property assets and its 50% interest in BetMGM. Its own share price has been on a different journey to its online pureplay peers, having increased by 5% in a year, to $37.81 on 18 September.

“MGM offers a more diversified investment case, with BetMGM, regional gaming and Las Vegas operations reducing reliance on online sports betting alone,” says Beynon. Robinson makes the same point. “It is a Las Vegas and Macau property business with a betting JV attached, and that is precisely why it has held up.”

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A cross-party of MPs similarly branded gambling advertisement as a “public health issue” in a recent parliamentary debate. The comment came after the publication of the All-Party Parliamentary Group’s May report.

The report cited concerns that current measures inadequately protected children and young people from the marketing tactics of the gambling industry.

The Department for Digital, Culture, Media and Sport has recently appointed a research fellow to study innovations in online gambling advertising, including content creators; however, the Lords caution that this research should not delay necessary policy changes.