Better Collective is ramping up its push into prediction markets with the launch of dedicated editorial hubs as well as an expansion of content production across its media portfolio.
The company will roll out prediction market-focused sections across key US brands like Action Network and VegasInsider, alongside a significant increase in articles, analysis and insights that span sports, politics, culture and entertainment.
The move comes as prediction markets gain momentum – as well as controversy – in the US. Brands like Kalshi, Polymarket and Crypto.com have been the subject of a raft of media coverage in recent months, both positive and negative, with state and national regulators weighing up how best to oversee such platforms.
Better Collective is aiming to capitalise on this exposure, leveraging its audience reach, data capabilities and media assets to attract and engage users in the fast-growing vertical.
As part of the expansion, the company will introduce social-first video formats and educational content designed to help users better understand event-based trading, while also scaling its paid media operations in the space.
“Prediction markets increase our total addressable market significantly in the US and represent a natural extension of how people engage with information, probabilities and future events,” said Jesper Søgaard, Co-Founder and Co-Chief Executive Officer of Better Collective.
“At Better Collective, we have spent more than two decades building platforms that help users understand outcomes, make informed decisions and engage with sports and other cultural moments.
“With our audience reach, data capabilities and strong media brands, we are uniquely positioned to connect, inform, and entertain millions of users within this emerging category.”
Prediction markets allow users to trade contracts based on the outcome of real-world events, be it local and national elections, geopolitics or even popular culture.
Monthly trading volumes have surged from under $100m in early 2024 to more than $13bn by December 2025, with some forecasts suggesting the market could reach $1tn by 2030.
A vertical not without its critics
The aforementioned Kalshi and Polymarket have become flagbearers of the industry to a degree, but this has not come without its criticism.
Markets have involved ongoing military action in areas like Ukraine and Iran, with allegations of insider trading also being raised.
Since these allegations, Kalshi has released an ad campaign stating ‘we don’t offer death markets’. Polymarket, meanwhile, is still offering markets such as ‘Houthi strike on Israel by..?’ and ‘will the Iran regime fall by March 31?’ – both of which have seen millions of dollars wagered on.
Countries including the Netherlands, Argentina and New Zealand have banned Polymarket. New Zealand has also banned Kalshi, and in a huge turn of events, the firm has found itself back in court in Arizona this week – this time, the charges are criminal.
There’s no such thing as bad press
Better Collective, however, is confident about the expansion into the realm and thinks that the move will be a beneficial one for the business.
It said it has already seen rising interest in probability-based content across its existing audience and has begun rolling out dedicated products and features, including new content hubs, educational guides, social alert tools and integrations linking directly to event contracts.
Better Collective said it has also established partnerships with leading prediction market operators, focusing on user acquisition, education and brand awareness as the category continues to evolve.