Better Collective Pushes Entry Into Prediction Markets

Key Points

• Better Collective expands into prediction markets using content hubs, videos, and learning material across media brands.
• The sector grows fast, with trading volumes rising and forecasts pointing to $1 trillion by 2030.
• Despite scrutiny and debate, the company uses audience demand and partnerships to enter the market.

Better Collective now increases its move into prediction markets through a rollout of content, products, and media reach targeting the United States audience. The company plans to launch editorial hubs focused on prediction markets across brands like Action Network and VegasInsider with rising content output. It will expand articles, expert views, and probability insights across sports, politics, culture, entertainment, and finance, reflecting a strong push with rising expectations. This step marks a move toward leading a fast-growing category, using audience reach and data systems to engage users in this space. As part of this move, Better Collective introduces video formats and learning material to guide users through event-based trading while expanding paid media work.

Prediction Markets Grow with Rising Volumes and Demand

Prediction markets let users trade contracts based on outcomes of events like sports, elections, geopolitics, award shows, and culture. Interest in this space has grown due to product changes, rising liquidity, and wider awareness, especially after the 2024 United States Presidential Election. Markets gained attention for showing results beyond polling systems, creating a strong reaction and shifting interest among users. Trading volume moved from under $100 million each month in early 2024 to over $13 billion by December 2025. Forecasts now suggest the market could reach $1 trillion by 2030, showing rapid expansion that drives both interest and pressure. This rise also brought activity from sportsbooks and financial platforms that launched event contracts to capture demand.

Better Collective has seen strong signals from its audience, where interest in probability content has increased over recent months. This segment shows high intent from users, drawing attention from operators seeking engagement and conversion. In response, the company began launching products and tools like content hubs, guides, alert systems, and contract links. The plan also includes building a site aimed at ranking keywords, driving traffic, and creating long-term commercial pathways. Extra features include integrations linking to event contracts using models similar to Playbook, along with social tools like alerts on X.

Better Collective Strengthens Content and Learning Strategy

Editorial plans include news updates, analysis of trading behaviour, and a Responsible Trading Guide aimed at improving user decisions. Action Network will act as the main platform for prediction market content across the company portfolio. Better Collective has also formed partnerships with operators, focusing on awareness, education, and user growth in this evolving space. The company stated it will continue to release new tools and systems as part of its long-term plan.

Jesper Søgaard said prediction markets increase the company’s total market in the United States and extend how users engage with future events. He stated the company spent over twenty years building systems that help users understand outcomes and make decisions with confidence. He added that this experience positions the company to connect and engage users within this category, reaching millions across platforms. The wider industry also draws attention and regulatory focus, with platforms like Kalshi, Polymarket, and Crypto.com receiving mixed reactions. Some markets linked to conflicts in Ukraine and Iran raised concerns, including claims of insider trading and ethical questions.

Industry Reaction and Regulation Increase Around Prediction Markets

Kalshi responded to criticism by launching a campaign stating it does not offer death markets, addressing public concern. Polymarket continues to offer markets involving conflict scenarios, including questions about strikes and regime changes attracting large wagers. Regulators in countries like the Netherlands, Argentina, and New Zealand banned Polymarket, while New Zealand also banned Kalshi. Kalshi now faces criminal charges in Arizona after returning to court, adding pressure within this space. Despite these issues, Better Collective sees rising visibility as an opportunity, driven by interest in probability-based content. The company believes its mix of content, tools, and media brands will help build user communities and support growth.

Better Collective operates a global House of Brands including HLTV, FUTBIN, AceOdds, Action Network, Playmaker HQ, The Nation Network, and Bolavip. The company is based in Copenhagen, Denmark, with listings on Nasdaq Stockholm and Nasdaq Copenhagen under the ticker BETCO.