The Danish digital sports media group confirmed it will roll out prediction market-focused hubs across Action Network and VegasInsider, scaling content production around probability-based topics spanning sports, politics and entertainment.
The strategy includes expert analysis, social-first video formats and educational resources, alongside product integrations similar to its AI-driven betting tool, Playbook.
Jesper Søgaard said: "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.
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."
The move follows rapid growth in the US prediction market sector, with monthly trading volumes rising from under $100m in early 2024 to more than $13bn by December 2025. Industry projections suggest the market could reach $1tn by 2030.
According to Better Collective, its audience has already shown increased interest in event-based probability content, which it sees as a signal of commercial demand from operators seeking high-intent users.
The company has also established partnerships with prediction market platforms and plans further rollouts, including real-time alerts on X, a dedicated SEO-driven site and direct links to event-based contracts.
Better Collective operates under an affiliate-based revenue model, meaning its expansion into prediction markets is likely aimed at positioning itself as a key traffic and conversion channel for operators entering the US space
