Since the start of 2025, event contract trading in the US has grown into a multi-billion-dollar industry, and one in which many organizations have begun looking for ways to jump on the bandwagon. Despite the billion dollar valuations of Kalshi and Polymarket, prediction markets are still a hot-button issue in the US, and a topic which is now generating discourse around the world. The controversy hasn’t stopped professional sports leagues, franchises or even media organizations from partnering with prediction market operators, but there seems to be a lack of opportunistic approach on the side of affiliates.
Is the noise around prediction markets too loud for affiliates?
While event contract trading has generated plenty of buzz among bettors, the industry has also grabbed just as much attention from lawmakers in the US. Whether it be Nevada, New Jersey, New York, Minnesota, Arizona, there is no shortage of lawsuits, injunctions and restraining orders to be found. One issue which could be giving affiliates caution in particular is not just the potential criminalization of prediction market activity, but the promotion of event contract trading as well.
Perhaps the wait-and-see approach is best for affiliates regarding the legal status of prediction markets, but it appears any resolution would be found in the long-term rather than by the conclusion of 2026. Ensuring licensure has been obtained in key US markets and gaining a deep understanding of event contract trading should be priority number one for affiliate organizations.
Given the lawmakers currently challenging prediction markets have admitted to a lack of clarity on the subject, affiliates need to be capable of informing consumers on what types of trades are available, and which operators remain accessible in each market.
An additional point of concern for affiliates could stem from how commission structures would be altered for prediction market operators as compared to sports betting promotions or wagers made on iGaming sites. Revenue from event contracts are tied to the outcome of each occasion, rather than generated instantly once the trade has been made. The slight difference may force affiliates to construct alternative commission structures when working with operators, or a revenue sharing model on settled trading fees.
The tug-of-war for regulatory control over prediction markets appears set to continue for the foreseeable future, but operators have already begun reaching out to affiliates to help market new promotional offers. Despite the concerns touched on above, there are still examples of affiliate organizations which have found ways to grab onto the rise of event contract trading.
Which affiliates have already crossed the prediction markets bridge?
In the middle of Kalshi’s rise to gaming prominence, Growth Operations Lead Brandon Beckhardt announced via LinkedIn that the operator was looking for new affiliate partnerships. Shortly after, both Gambling.com Group and Better Collective introduced Kalshi promotional codes across its respective Rotowire and Action Network sites, representing two of the first affiliate giants to advertise prediction markets.
Throughout all the controversy, legal cases and differing opinions on prediction markets, one stance has still been made clear: the vertical is here to stay
For both affiliates, the amount of operators promoted on their sites has increased since originally adding Kalshi to its list, while fellow entities such as Covers have also joined the prediction markets party.
Not only does each site feature welcome offers or sign-up bonuses for multiple prediction market operators, but also a full breakdown of how event contract trading functions and the current legal status for individual US states. As Trafficology touched on previously, gaining a deeper understanding of prediction markets to better inform consumers should be priority number one for affiliates.
As to how each affiliate is promoting the respective operators, consumers can scroll through various markets on sports, entertainment, politics and more, as well as place wagers directly through the site. Just as sports betting props, moneylines or totals would be listed on affiliate sites, so too are the endless offerings provided by event contract trading. Editorial content also looks to separate prediction market operators into tiers based on which the affiliates feel are the top performing platforms.
In May, Catena Media CEO Maneul Stan described prediction markets as the “most significant growth opportunity in the sports space,” while confirming the affiliate has already forged partnerships with operators and begun building relevant content. With the amount of affiliates joining the prediction markets hype, perhaps the legal uncertainty around the offering has failed to play spoiler for potential revenue opportunities.
How affiliates can ensure a successful future with prediction markets
Throughout all the controversy, legal cases and differing opinions on prediction markets, one stance has still been made clear: the vertical is here to stay. No matter how the regulatory landscape is eventually formed around event contract trading, consumer interest has reached a point of no return, while additional operators continue to show interest in having their skin in the game. For affiliates, the best way to take advantage of such popularity could be to utilize previously established partnerships with sports betting operators.
Whether it be FanDuel, DraftKings, Fanatics, etc., many operators focused on the sports betting side of wagering have begun launching prediction market products to compete with Kalshi and Polymarket. Executives from BetMGM and Caesars Sportsbook have also confirmed the operators are keeping an eye on prediction markets, although entities who rely greatly on Nevada activity may be more hesitant to join the fray.
No matter the case, using relationships with such operators to assist in their efforts to compete across the prediction markets space will only create greater cash flow opportunities for affiliates. As Stan shared, prediction markets represent the most notable growth opportunity for gaming entities currently, and perhaps even since the repeal of PASPA over a half-decade ago. While states such as Nevada and Minnesota have made progress in outlawing event contract trading, regulators have still confirmed it could have a future in their state if common ground can be met.
Even with major players having already begun to promote markets for sports, pop culture and elections, the rise of prediction markets may only spell further expansion for the affiliate industry. With how fast the train seems to be moving, perhaps it’s time for more organizations to jump on for the ride.