Better Collective is set to launch prediction markets editorial hubs across its US-facing Action Network and VegasInsider brands as it ramps up its efforts around the vertical.
The Danish affiliate has said it will “significantly scale” its analysis, articles and insights coverage around prediction markets.
This will include news coverage, analysis of trading patterns and a “responsible trading guide”.
The affiliate will also publish social-first video to engage audiences.
The Action Network already has a live prediction markets hub, which includes live markets from Kalshi and Polymarket.
Novig, DraftKings Predictions, Fanatics Markets and ProphetX also all have branding placements on the hub.
The hub offers a leaderboard based on user volume and P&L, as well as an odds converter tab.
A dedicated site built to rank across prediction market keywords is also in the pipeline, with the business aiming to “establish a scalable foundation for long-term commercial opportunities”.
Additionally, Better Collective will deploy integrations to pre-built event contracts as it has done with its AI-powered Playbook tool.
Further engagement with Elon Musk-owned X to offer “real-time social and community products” around prediction markets are also due to go live.
A company statement read: “Better Collective’s expansion into prediction markets is supported by strong signals from the company’s existing audience, where interest in event-based probability content has increased significantly in recent months.
“This audience represents a highly attractive segment for prediction market operators seeking to acquire informed and high-intent users.”
Better Collective confirmed it would focus on sports, politics, culture and entertainment event contracts as part of its offering.
The business also noted it will continue to build out its paid media capabilities across the vertical.
Jesper Søgaard, Better Collective co-CEO, said: “Prediction markets increase our total addressable market significantly in the US 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.”
Prediction markets have made a significant splash stateside since the 2024 US presidential election.
Earlier this week, Arizona Attorney General Kris Mayes announced she was pursuing criminal charges against Kalshi for offering sports betting with a licence in the state.
The post Better Collective plans to “significantly scale” prediction markets presence first appeared on EGR Intel.
Affiliate aiming to “position itself at the forefront” of the vertical via dedicated hubs with Action Network and Vegas Insider
The post Better Collective plans to “significantly scale” prediction markets presence first appeared on EGR Intel.