Keep Em Cool

About Keep Em Cool

In Sweden, Spelinspektionen recently flagged affiliates and social media as key channels for black market advertising and how affiliate networks redirect search traffic towards unlicensed operators.

Regulators have so far focused mainly on monitoring paid advertising. In Germany, the GGL credited an updated Google ad policy with reducing black market visibility. Yet, it acknowledged that illegal operators could still achieve visibility in organic search through SEO manipulation. 

This points to a wider shift towards addressing organic search signals and domain-level practices such as doorway pages, an issue also raised in the UK, where research has linked black market migration to search-driven promotion and SEO exploitation.

How to play Keep Em Cool

Eilers & Krejcik Gaming (EKG) estimates that bettors will plunk down $40.5 billion on the NFL this season through regulated channels. Traditional sportsbooks are projected to capture $31.7 billion of that total, compared to a handle analog of $8.4 billion for prediction markets—a 79% to 21% split in favor of legacy operators.

Handle analog is a metric used as a cleaner comparison between sportsbooks and prediction markets because the latter’s volume doesn’t compare evenly with sportsbook handle.

Based on its projections, EKG sees the overall sports wagering industry growing 8% year-over-year, outpacing the current baseline growth rate of 5% (a figure that strips out temporary boosts from the 2026 World Cup).

What is Keep Em Cool?

Early Monday, Sept. 14, police tracked phones linked to the men to BB’s B.F.E. Bar & Grill in Latham, roughly 25 miles northwest of Decatur.

The Logan County Sheriff’s Office responded to check the venue and confirmed a break-in: power to the building had been cut, an ATM opened, and multiple video gaming terminals smashed and emptied of cash, according to affidavits.

Heckman and Ziemer were arrested later that morning. Subsequent searches uncovered burglary tools, gaming-machine cash boxes, a stolen Hyundai that had allegedly been repainted from red to black, and other stolen equipment, according to police.