Better Collective becomes the latest business to ramp up its prediction markets push

(AsiaGameHub) –   Better Collective is intensifying its involvement in prediction markets by launching specialized editorial sections and increasing content creation across its media properties.

The company plans to introduce prediction market-focused areas on prominent US brands such as Action Network and VegasInsider, alongside a substantial rise in articles, analyses, and insights covering sports, politics, culture, and entertainment.

This strategic move occurs as prediction markets are gaining traction, and also facing scrutiny, within the United States. Companies like Kalshi, Polymarket, and Crypto.com have recently attracted considerable media attention, both favorable and unfavorable, as state and federal regulators deliberate on oversight for such platforms.

Better Collective aims to capitalize on this heightened visibility by utilizing its extensive audience reach, data analytics capabilities, and media assets to attract and engage users in this rapidly expanding sector.

As part of this expansion, the company will introduce social media-friendly video formats and educational materials to help users better understand event-based trading, while also expanding its paid media efforts in this area.

“Prediction markets significantly broaden our total addressable market in the US and represent a natural progression of how individuals interact with information, probabilities, and future events,” stated Jesper Søgaard, Co-Founder and Co-Chief Executive Officer of Better Collective.

“For over two decades, Better Collective has been developing platforms that assist users in understanding outcomes, making informed decisions, and engaging with sports and other cultural moments.

“With our broad audience reach, data expertise, and strong media brands, we are uniquely positioned to connect with, inform, and entertain millions of users within this emerging category.”

Prediction markets enable users to trade contracts based on the outcomes of real-world events, including local and national elections, geopolitical developments, and even popular culture.

Monthly trading volumes have seen a dramatic increase, rising from under $100 million in early 2024 to over $13 billion by December 2025, with some projections indicating the market could reach $1 trillion by 2030.

A controversial sector

While Kalshi and Polymarket have emerged as leading platforms in the industry, they have also faced considerable criticism.

Markets have been established concerning ongoing military conflicts in regions like Ukraine and Iran, and allegations of insider trading have surfaced.

Following these accusations, Kalshi launched an advertising campaign asserting, ‘we don’t offer death markets.’ Polymarket, meanwhile, continues to offer markets such as ‘Houthi strike on Israel by..?’ and ‘will the Iran regime fall by March 31?’ – both of which have seen millions of dollars traded.

Several countries, including the Netherlands, Argentina, and New Zealand, have banned Polymarket. New Zealand has also banned Kalshi, and in a significant development, the company is facing criminal charges in Arizona this week.

No such thing as bad publicity

Despite the controversies, Better Collective remains optimistic about its expansion into this sector, anticipating it will be advantageous for the company.

The company has reported a growing interest in probability-based content among its existing audience and has begun introducing dedicated products and features. These include new content hubs, educational guides, social alert tools, and direct integrations with event contracts.

Better Collective has also formed partnerships with leading prediction market operators, focusing on user acquisition, education, and brand awareness as the industry continues to evolve.