SEGG Media has launched Sports.com Predict on Sports.com as the 2026 FIFA World Cup begins, giving the sports, entertainment and gaming group a live prediction market product during one of the largest sports events of the year.
The launch marks the latest stage in the company's expansion beyond its lottery roots. Since rebranding from Lottery.com to SEGG Media earlier this year, the group has sought to build a broader portfolio spanning sports media, entertainment, gaming and fan engagement. Its assets now include Sports.com, Concerts.com, TicketStub.com, Lottery.com and Veloce Media Group.
Sports.com Predict is entering a prediction market sector that has attracted growing attention from sports fans, operators and regulators. Platforms such as Polymarket and Kalshi have reported increasing activity around major sporting events, with prediction markets emerging as an alternative form of event-based participation in some jurisdictions.
The regulatory status of such products remains under scrutiny in several markets, particularly in the US, where authorities continue to examine how sports-related prediction contracts should be classified and supervised.
SEGG Media said Sports.com Predict will operate only in jurisdictions where access is permitted and within applicable regulatory frameworks.
SEGG Media Chairman Marc Bircham said: "The World Cup begins today and Sports.com Predict is now in market as we build a new layer of real-time fan participation inside the Sports.com ecosystem."
Alongside the product launch, SEGG Media announced that Sports.com Predict has become title sponsor of E1 Team Miami powered by MAGNUS, extending the platform's visibility into the UIM E1 World Championship electric powerboat racing series.
The sponsorship begins with the E1 Dubrovnik GP and includes team branding, race activity, content opportunities and fan engagement initiatives. E1 Team Miami is co-owned by singer and entrepreneur Marc Anthony.
The move also aligns with SEGG Media's investment in motorsport and gaming audiences following its acquisition of Veloce Media Group earlier this year. Veloce operates across esports, motorsport and digital media, providing the company with additional channels through which to promote Sports.com Predict and other products.
In April, SEGG Media partnered with Polymarket to provide the underlying technology for Sports.com Predict ahead of the World Cup launch. The agreement established a transaction-based revenue-sharing model and formed part of the group's wider strategy to expand into prediction markets.
SEGG Media completed its $61m acquisition of Veloce Media Group in February, adding motorsport, gaming and lifestyle media assets to its portfolio
