Genius Sports has launched Prediction.com, a new consumer platform for prediction markets. It lets users discover markets, compare equivalent event contracts across platforms, and track how market probabilities change as events unfold.
Prediction.com launched through Legend, Genius Sports’ consumer media and technology business. The new platform builds on Legend’s existing consumer and comparison technology while establishing a dedicated brand for the growing prediction market sector.
For sports-related markets, Prediction.com combines Genius Sports’ live game data with real-time prediction market pricing. Users can follow play-by-play action alongside changing probabilities, prices and other market signals, allowing them to discover markets before an event and track them as the action unfolds.
Genius Sports already provides official sports data and integrity services to major prediction market platforms.
Earlier this year, after Genius Sports acquired Legend, the deal triggered a roughly 30% decline in its share price. At the time, CEO Mark Locke argued that Legend was more than a traditional affiliate business, highlighting its technology, owned audiences and behavioral data.
Prediction.com is the first significant project to bring the two businesses together. So far, however, its proposition appears relatively limited, essentially positioning it as a comparison site for prediction markets.
Nevertheless, prediction markets are booming across the states. But they face significant regulatory backlash. Global Gaming Insider recently analyzed how, following new rulings in Nevada, Utah and Michigan, prediction market operators appear to be losing ground in their regulatory race against state lawmakers.
At the same time, the giants Kalshi and Polymarket may have finally found a worthy challenger in Novig, courtesy of Sidney Sweeney and the ad that broke the internet.
While the whole internet and female athlete community argued whether Sweeney contributed to the sexualization of women in sports, the ad has generated substantial buzz. Was that what it set out to do?
We’ve seen this before with American Eagle’s “Great Jeans” campaign, which sparked major backlash while also generating significant attention. It raises the question of whether Novig is using controversy as a central part of its advertising strategy, following a similar cycle of provocation, backlash, debate and ultimately greater attention.
Novig only offers prediction market contracts on sports, regulated under the sole jurisdiction of the Commodity Futures Trading Commission
