Bells On Fire

About Bells On Fire

Across the market, operators delivered high double-digit gains compared with Labor Day weekend, which featured a full slate of college football games but no NFL contests. Two operators, DraftKings and Underdog each saw triple-digit growth, delivering weekly increases of 125% and 119%, respectively. Three others, Polymarket, Crypto.com and Novig, saw gains of at least 30%, led by Polymarket with a weekly increase of 46%.

One interesting nugget surrounds weekend figures at Kalshi, where volume on Sunday only surpassed prior daily activity by $34 million, BofA data shows. Typically, Sunday volume for the quarter dwarfs that of College Football Saturdays due to the voracious demand for NFL offerings. BofA analyst Shaun Kelley attributes the irregularity to the possibility that Kalshi is “over indexing” on college sports.

Kelley also cited improvements at Robinhood as a possible factor for the regression at Kalshi. Just before the NFL season, Robinhood took a minority stake in Crypto.com and struck a deal to begin routing NFL contracts to OG.com, the site’s regulated prediction market platform.

What is Bells On Fire?

The company only began sales towards the end of 2025, but Yashin says it has subsequently signed around 30 to 40 contracts. Partners include BGaming, SoftSwiss, 1xBet, 01.tech, and Broadway.

Despite his experience launching businesses, Yashin has been surprised by the enthusiastic reception from the wider industry. Perhaps even more revealing is the feedback from the people tasked with selling the product. According to Yashin, one Swipe Games business development manager with more than 20 years’ industry experience told him he had never found a new product easier to pitch.

The response extends to potential customers. Yashin says that of around 50 leads generated through events and the company’s network, only one decided against integration, leaving Swipe Games prioritising a queue of prospective partners.

What is Bells On Fire?

“Not making the product available across all game suppliers and all product verticals would be a massive missed opportunity,” Wilson explains. “Wherever you can have a player placing a bet, give them the opportunity to win on the jackpot engine because it is such a sticky product.”

A branded jackpot also gives operators a visible identity across content they did not create, turning third-party games into something closer to their own ecosystem.

“There’s this huge, proven revenue opportunity, but it’s also about continuity of the brand that exists across the whole platform and the whole offering,” Wilson adds.