>>104806679That list is sorted by GEMs, which is a metric they use to aggregate how valuable a brand is (popularity, how much people spend, how frequent people spend).
The 5th place being horse racing should be a clue.
This is the chart I posted last month ITT that shows something similar but with more details.
Even amongst this top 10 list, the amount spend per person of holo is only second to horse racing
