The digital sports media group, Better Collective, today announced the strategic rollout of prediction market-focused content and products targeting the rapidly growing U.S. user base. 

The initiative represents an important step in Better Collective’s ambition to position itself at the forefront of a new and fast-emerging entertainment category.

Prediction markets are gaining rapid traction in the United States, and Better Collective is strategically positioned to leverage its products, audience reach and leading media brands to attract and engage users in this growing vertical.

To capture this opportunity, Better Collective is launching dedicated prediction market editorial hubs across key brands such as Action Network and VegasInsider. 

The company will also significantly scale its production of articles, expert analysis and probability-driven insights covering prediction markets across sports, politics, culture and entertainment.

In addition, Better Collective will introduce social-first video formats and educational content designed to help audiences understand and navigate prediction markets. The initiative follows the company’s proven model of building engaged user communities across its global House of Brands through high-quality content, data tools and expert analysis.

Lastly, Better Collective will ramp up its world leading Paid Media capabilities within the vertical. 

Jesper Søgaard, Co-founder and Co-CEO of Better Collective, said: “Prediction markets increase our total addressable market significantly in the U.S. and represent a natural extension of how people engage with information, probabilities and future events. At Better Collective, we have spent more than two decades building platforms that help users understand outcomes, make informed decisions and engage with sports and other cultural moments. 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.”

Scaling new content formats to engage the next generation of prediction market users
Prediction markets allow participants to trade event-based contracts linked to the outcome of future events such as sports competitions, elections or award shows. Interest in the category has accelerated significantly in recent years, driven by improvements in product design, growing user liquidity and broader mainstream awareness. 

Following the 2024 U.S. Presidential Election prediction markets gained widespread attention for outperforming traditional polling in forecasting election outcomes. Since then, the category has continued to gain momentum, with several leading sportsbooks and financial platforms launching event-based contract offerings.