Management is intentionally prioritizing long-term market share over near-term earnings by increasing customer generosity and improving the U.S. value proposition to exit 2026 in a stronger competitive position. U.S. revenue performance was impacted by a 6 percentage point headwind from customer-friendly sports results, specifically citing the Knicks' June victory and NBA/World Cup outcomes. The 'Flutter Edge' is being leveraged internationally to drive record engagement, evidenced by 10% revenue growth in International markets and successful migrations in Italy that expanded product offerings. Management attributes subdued U.S. market growth (estimated at 5% for H1) to a lack of compelling content following a disappointing NFL performance in late 2025. The company is pivoting from a margin-growth focus to prioritizing Average Monthly Players (AMPs) and Average Revenue Per User (ARPU) to capture greater share in 2027.