Better Collective has expanded its igaming and digital media strategy into prediction markets, launching new content and products aimed at users in the United States.
The company is introducing dedicated prediction market content across its media brands, including Action Network and VegasInsider, as part of a broader effort to engage audiences interested in event-based probability markets. The rollout includes editorial hubs covering sports, politics, entertainment and other sectors where prediction markets are gaining traction.
Prediction markets allow users to trade contracts based on the outcome of real-world events, with activity in the sector increasing significantly in recent years. Industry data indicates that monthly trading volumes have grown from below $100m in early 2024 to more than $13bn by the end of 2025, with further expansion expected as adoption increases.
Better Collective stated that interest in prediction market-related content has risen across its existing audience, supporting the decision to scale production of analysis, data-driven insights and educational materials. The company is also developing social-first video formats and real-time content to support user engagement.
In addition to editorial expansion, Better Collective is building dedicated digital infrastructure to support the vertical, including a standalone site focused on prediction market content and integrations that allow users to access event-based contracts directly through its platforms. The approach mirrors the company’s existing igaming and sports betting model, which combines media, data tools and user acquisition capabilities.
The company is also increasing its paid media activity within the sector and has established partnerships with prediction market operators, focusing on brand visibility, user education and customer acquisition. The initiative reflects a broader trend within igaming and adjacent markets, where operators and media groups are exploring prediction markets as a complementary product category.
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.”
