Betby has launched Betby Predictions, a new betting product designed to bring fixed-odds prediction markets into the traditional sportsbook environment.
The solution enables operators to offer wagering on a range of non-sports events, including developments in cryptocurrency, finance, technology and entertainment.
According to the supplier, the product is fully integrated into its existing sportsbook ecosystem, allowing for streamlined deployment, centralised risk management and standardised settlement processes. This approach is intended to reduce operational complexity while maintaining a familiar user experience for players.
Commenting on the development, Head of Innovation and R&D at Betby, Kirill Nekrasov, stated: “Betby Predictions represents a natural evolution of the sportsbook experience. We’re taking the core principles of betting and applying them to the world beyond sports. This is about turning global moments into interactive opportunities for players, in a way that’s both scalable and responsible.”
What safeguards are in place?
Betby Predictions is supported by AI-driven content generation, combined with human oversight to curate and manage markets. The system is designed to produce a high volume of markets on an ongoing basis, enabling operators to offer continuous betting opportunities beyond traditional sports calendars.
The supplier also stated that safeguards have been built into the product, with restrictions on markets involving sensitive or controversial topics, such as geopolitical conflicts or events linked to human suffering.
All markets are subject to internal review processes before being made available to users.
What makes this prediction market product different?
A key distinction lies in the underlying model. Traditional prediction market platforms such as Kalshi or Polymarket typically operate as peer-to-peer exchanges, where users trade positions against one another. These systems depend heavily on liquidity and can involve more complex user interaction.
Betby Predictions, by contrast, adopts a fixed-odds structure similar to standard sports betting. Players wager directly against the operator rather than other users, removing the need for liquidity pools and simplifying the overall experience.
This approach may make prediction markets more accessible to mainstream sportsbook audiences, particularly those already familiar with fixed-odds betting formats.
The launch also comes at a strategically significant time for the industry. With the 2026 FIFA World Cup approaching, suppliers are increasingly focused on expanding engagement tools and cross-sell opportunities. Recent developments – such as Sportradar’s push into hybrid iGaming content – highlight a broader trend of diversification ahead of the tournament.
How much does this help ahead of the World Cup?
In this context, Betby Predictions can be seen as another example of operators and suppliers preparing to maximise user acquisition and retention during a major global sporting event. While the World Cup is expected to drive significant traffic to sportsbooks, complementary products such as prediction markets may help sustain engagement before, during and after the tournament.
Betby Predictions is now live, with rollout across the supplier’s partner network expected in the coming days as part of its wider product expansion strategy.
The launch adds to a busy period for the supplier, which last month appointed Gonzalo Navarro as Senior Business Development Manager, with a focus on expanding the company’s presence across Latin America.
Prediction markets have traditionally operated as exchanges, but fixed-odds formats like Betby Predictions are designed to make the concept more accessible to mainstream sportsbook users
