FairPlay Sports Media and WagerWire have struck a partnership that will connect FairPlay’s global sports betting audiences with prediction markets through Wire Markets.
Under the agreement, FairPlay can promote Wire Markets across selected brands and integrate the platform into its broader media network. Wire Markets aggregates available prediction market order books and routes trades toward the best available price.
That gives Wire Markets a ready-made distribution channel as it begins an international rollout.
FairPlay says its brands and partner network reach more than 100 million monthly users across 45-plus regulated markets. Its portfolio includes Oddschecker, WhoScored, SuperScommesse and the Confido Network.
FairPlay’s network also includes more than 200 operator relationships. Oddschecker has operated for more than 25 years as a comparison service. The deal links a newer trading product to established affiliate and media infrastructure.
The fit is clearest around odds comparison. FairPlay’s users already research prices and possible outcomes before deciding where to wager. The new arrangement lets Wire Markets sit inside that research process instead of building a comparable audience from scratch.
“Prediction markets are a natural fit for FairPlay Sports Media because they bring together many of the things we already do best: helping consumers make more informed decisions, connecting audiences with market-leading technology, and creating new ways for media brands to engage and monetise their users,” FairPlay Group CEO Stuart Simms said.
Prediction-market rules take shape across Europe
Wire Markets is the international prediction market business developed by Wire Industries, the parent of US-based WagerWire. The latter built its original business around a secondary marketplace for online sports wagers, allowing eligible positions to be traded.
The company has since taken that trading model into event contracts through Wire Markets, and it received approval in principle from Gibraltar earlier this year. Gibraltar’s Prediction Market Regulations 2026 took effect July 13, establishing a dedicated framework for the sector.
Gibraltar currently stands alone in Europe with a dedicated prediction-market regime, although Malta is exploring its own framework. Great Britain generally regulates prediction markets through its existing gambling framework, while the Isle of Man has seen calls to explore the sector.
Wire Markets has said it plans to operate in multiple countries this fall, with Gibraltar serving as its international base. In July, WagerWire also partnered with White Swan Predicts to support liquidity and pricing for sports event markets, including multi-leg combinations.
Europe presents a more complicated regulatory picture. The European Securities and Markets Authority (ESMA) said in July that some event contracts can qualify as financial instruments. Those products are derivatives and can fall under existing restrictions on binary options sold to retail clients.
More recently, ESMA examined the risks and potential benefits of prediction markets, raising questions about platforms being accessible in EU countries without the required authorization.
ESMA said event contracts may qualify as bets under national gambling laws. Market access therefore depends on contract design and the rules of individual jurisdictions. Gibraltar provides Wire Markets with a defined regulatory base, not blanket access across the EU.
FairPlay makes strategic investment in WagerWire
The FairPlay agreement adds traffic, media placement and a familiar comparison environment. It places prediction markets closer to where sports users already research odds, statistics and outcomes.
That structure also gives prediction markets another route into mainstream sports media. Event contracts can be presented alongside established betting-comparison tools rather than only on stand-alone exchanges.
As part of the partnership, FairPlay has also made a strategic investment in WagerWire; financial terms of that arrangement were not disclosed.
“Prediction markets are a new engagement layer for sports, politics and entertainment channels, and the race is now on to connect these markets with global audiences,” WagerWire and Wire Markets Group CEO Zach Doctor said.
“Recent major acquisitions and funding rounds in predictions are a major signal of where the industry is headed; FairPlay’s investment in WagerWire reflects that same conviction on an international scale.”
WagerWire’s US business remains separate from Wire Markets. The company says its marketplace will only be accessible in jurisdictions where it has been approved. Wire Markets extends the group’s model into international event contracts.