Predictions Market Operator Unveils “Squads” Feature, Surges to Top of App Store, and Sparks Industry Debate Over Youth Access and Regulation
Predictions market operator Polymarket has rolled out a major marketing campaign featuring basketball star LeBron James, Hall of Fame shortstop Derek Jeter, former NFL quarterback Eli Manning, Richard Sherman, John Leguizamo, and Spike Lee. Directed by award-winning filmmaker Peter Berg, the 90-second commercial debuted following an initial teaser by James over Labor Day Weekend and quickly amassed over 15.5 million views on social media.
The campaign coincides with the launch of “Squads,” a new social experience within the U.S. Polymarket application. The feature is designed to give users a dedicated hub to discuss markets, share predictions, and trade directly with friends. The marketing push drove significant user acquisition, vaulting Polymarket to the number-one spot in free finance app downloads on the App Store, ahead of competitors like Kalshi, Capital One, PayPal, and Venmo.
Regulatory Scrutiny and Responsible Gambling Backlash
The high-visibility campaign has also drawn criticism from anti-problem gambling advocates and industry commentators. Unlike traditional regulated sportsbooks that prohibit betting for individuals under 21, prediction markets allow users aged 18 to 21 to trade sports-event contracts. Critics, including New York sports radio host Craig Carton, have questioned athletes for endorsing platforms that operate outside traditional age restrictions, arguing that the products blur the lines between entertainment and high-risk financial speculation.
Meanwhile, regulatory oversight continues to evolve. While prediction markets are federally regulated as Designated Contract Markets by the U.S. Commodity Futures Trading Commission (CFTC), the commission is actively working on formal rules for event contracts amid a contentious U.S. sporting calendar that coincides with the opening week of the 2026 NFL season.
