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Prediction markets are expanding in the U.S. on the back of strong Super Bowl engagement, with platforms like Polymarket and DraftKings pushing deeper into the space ahead of basketball season. Polymarket is re-entering the U.S. via a free-to-play grocery store concept, while DraftKings is investing heavily in prediction products, drawing investor scrutiny over costs. Regulators, media, and some observers are framing these offerings as akin to gambling, raising questions about oversight, business models, and user protection as the sector grows.