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How to play Lucky Lady
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.
Throughout the ad, Novig throws shade on its rivals for offering niche markets on events such as the timeframe for when traders believe that Venezuelan President Nicolás Maduro will be removed from office. Unlike operators such as Kalshi and Polymarket, Novig has opted to limit its offerings to purely sports. “No betting on wars, or deaths…or politics,” Sweeney mused.
About Lucky Lady
“I’ll be very, very open and straightforward about it,” Weizer told analysts on Playtech’s post-Q2 earnings call. “There were certain concerns that because it is an election year, and obviously, gaming is a political issue or there were references by politicians throughout the elections about gambling.
“Given the sensitivity around that, we were kindly asked to collaborate with the government [and] with the prospective customer that we are in discussions with to wait until the elections.”
Despite the delay, Weizer declared: “I will say that the expectations remain the same to enter into an agreement and launch sometime at the beginning of next year.”
What is Lucky Lady?
The video shows a vault filled with cash, followed by a scene where Davies’ father is released after police allegedly determine the money came from legitimate gambling, the ad claims.
The AI-generated image of Davies’ father then urges viewers to visit the same online casino he used. Users who click the ad are redirected to Oxibet, an offshore gambling platform based in Comoros.
The Sun quoted Davies’ agent, who called the advertisement “lies” and confirmed that the soccer star has no ties to any gambling sites.
