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Curwen points to Raptor 2 as an example of what this means in practice. The game went through no fewer than 17 versions during its first couple of weeks of development.

“Speed of iteration is probably the biggest difference,” he says. “Traditionally, every significant change can create another development cycle involving several different teams. With Game in a Box, the creator can iterate much closer to real time.”

Crucially, Curwen sees those efficiencies as a means to an end rather than the primary objective.

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In January, Polymarket and Dow Jones announced an agreement that paved the way for event contract data to appear on various Dow Jones sites, including The Wall Street Journal. Dow Jones also owns Barron’s, Investor’s Business Daily and MarketWatch, among other media properties.

Polymarket also has marketing deals with Major League Baseball (MLB), Major League Soccer (MLS), the NHL and UFC.

While the Polymarket/Yahoo Finance situation is one of the earliest examples of a severed relationship between a prediction market operator and a media entity, that doesn’t mean those “divorces” will permeate the two industries.

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On Wednesday, the Science and Technology Committee (CCT) approved a project furthering restrictions on advertising and sponsorship of betting.

The proposal also established criteria for risk classification of products and clarifying the obligations of operators and platforms. The measure would likely grant the illegal market the opportunity to continue expanding, as it would be unaffected by the new rules. The committee approved a request for urgency for analysis by the Senate Plenary.

Authored by Senator Damares Alves and six other senators, Bill 2.470/2026 amends the Betting Law, which regulates fixed-odds betting, with measures aimed at protecting mental health, consumers, and the family economy. The bill received a favourable opinion, in the form of a substitute from Senator Alessandro Vieira.