With the biggest betting election ever set to conclude in less than two weeks, everyone in the gambling industry is starting to look at how sustainable political betting is long term as a vertical. Betting On Sports Europe Digital capitalized on this frenzy with an aptly titled panel, ‘Trump v Biden – betting’s biggest market.’

Moderator Llyod Danzig, Founder of Sharp Alpha Advisors, began by asking Matthew Shaddick, Head of Political Betting GVC Group, for an overview of how the election is shaking out, and just how big it will be. “We’re confidently predicting this will be the biggest, not only the biggest political betting event of all time, the single biggest betting market ever, in terms of one outcome in one market,” Shaddick said. “In terms of the prices, will if you go back to the start of June, the betting was pretty much 50/50. Biden took over as favorite for most of the summer. It closed up sort of around convention time, at the end of August, September, brought back to 50/50. Then it drifted back towards Biden, we had a flurry of money for Trump over the weekend, but a bit more money for Biden now. So as we stand, European betting markets, and the U.S. market PedictIt, betting exchanges, prediction markets all pretty much in agreement, Biden’s about a 60% favorite right about now, Trump at around 40%.”

As we’ve noted, that of course gives Trump much better odds than political polling outfits would. Shaddick later explained, “If there’s a populist/nationalist candidate, people will over bet them in my opinion.” He noted that someone who’s likely to be a Trump supporter is also likely to be male, and thus more likely to want to put down a wager.

But what makes this election so much bigger for wagering than those that came before it? Sarbjit Bakhshi, Head of Political Markets, Smarkets, thinks it has a lot to do with the power of American media and culture. “I think the amount of media attention really has a lot to play here,” he said. “When you think about the amount of information we get about other political systems and other democracies around the world, its really nothing compared to the U.S. elections. The characters in the U.S. election and the caricatures of those people in them are much bigger, they make it more into popular culture, it goes into comedies, it goes into film, all this kind of understanding feeds into the U.K. political landscape and people are very interested in it.”