In one of the first sessions of the first day of SBC Summit Americas, the topic that’s dominated the gaming industry for the last year came up.

The issue of prediction markets was raised during the latter portion of the session “The Big Picture: Steering the Future of Gaming” Wednesday in Fort Lauderdale, Florida. As usual, people were either passionately pro or con about them.

“The reason prediction markets are doing so well is it’s very simple to play,” said Fanatics Gaming and Betting Chief Technology Officer Ian Botts. “It’s a binary yes or no. If you look at a sports betting event in a 100 different markets, it’s generally a complicated game to get into if if you’re not too familiar with it. I think the impact across the industry is going to be quite significant. You’ll start to see online casinos, sports books, start to adapt their products to be a bit more user intuitive, a bit simpler, bit cleaner.”