Better Collective has announced the strategic rollout of prediction markets-focused content targeting US consumers.
The affiliate business described the move as an important step in its “ambition to position itself at the forefront of a new and fast-emerging entertainment category.”
The rollout follows explosive growth in the segment, with trading volume via US market leader Kalshi hitting $23.8bn in 2025, with more than $1bn subsequently processed in a single day during this year’s Super Bowl.
To capitalise on the opportunity, Better Collective is set to launch dedicated prediction market editorial hubs across its key brands, including Action Network and VegasInsider, while scaling its production of articles, analysis and insights in the area.
The business also intends to launch social-first video formats and educational content designed to help its users navigate prediction markets.
Better Collective to develop web/app integrations
It also intends to scale up its paid media capabilities within the vertical, launch a dedicated site built to rank across prediction market keywords, and develop web and app integrations such as direct links to pre-built event contracts, similar to its recently launched AI betting solution Playbook.
That product, launched in collaboration with X, was intended to transform how bettors place their online wagers, and marked a deliberate move away from customer acquisition and into retention and continued engagement for Better Collective.
At its core, Playbook is built to simplify and enhance the sports betting experience by using proprietary AI technology to generate bet slips that fans can interact with directly inside X.
Commenting on the firm’s entry into the predictions space, Better Collective co-founder and co-CEO Jesper Søgaard 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.”