Highway To Hell

How to play Highway To Hell

Betting and iCasino GGR rose to €151.6 million from €146.5 million. Growth in iCasino resulted from an expanded game catalogue and a rapid expansion of live casino offerings. 

Veikkaus’ international B2B subsidiary, Fennica Gaming, continued rapid expansion in H1 2026, with revenue increasing by 80.6% to €10.3 million from €5.7 million in the previous year. 

This growth reflects the launch of eInstants and iCasino products across various markets, including Italy, Canada, parts of Germany, Mexico, the Czech Republic and Iceland. 

What is Highway To Hell?

Each year, the start of the NFL season gives bonus hunters an opportunity to take advantage of generous offers from leading operators as the companies engage in a customer acquisition bonanza.

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.

How to play Highway To Hell

The bill passed at third reading on 13 August after second reading debate and clause-by-clause consideration during the committee stage. The measure has not yet been confirmed as having received presidential assent or entered into force.

If enacted, the bill would amend the Gambling Authority Act (Cap. 19:03). Its provisions would take effect on a date appointed by the responsible minister through an order published in the Government Gazette.

The age proposal was the bill’s most contentious provision. Opposition MPs argued during the committee stage that Botswana should retain the existing minimum age of 21, but the bill passed with Clause 2 intact. The clause would replace references in the Act to “the age of 21” with “the age of 18”.