Digital sports media giant Better Collective has announced a comprehensive expansion of its iGaming and digital media strategy by moving aggressively into the prediction market vertical.
The company is set to launch a suite of new content and products specifically tailored for users in the United States, capitalizing on a surge in interest for event-based probability trading.
Capitalizing on a $13 Billion Market
The rollout involves the introduction of dedicated prediction market editorial hubs across Better Collective’s premier brands, including Action Network and VegasInsider. These hubs will cover everything from sports and politics to entertainment. The move is supported by staggering industry data: monthly trading volumes in prediction markets have exploded from under $100 million in early 2024 to more than $13 billion by the end of 2025.
Better Collective is not just producing articles; it is building a dedicated digital infrastructure, including a standalone site and integrations that allow users to access event-based contracts directly. This approach mirrors the company’s highly successful sports betting affiliate model.
Leadership Vision
Jesper Søgaard, Co-founder and Co-CEO of Better Collective, sees this as a natural evolution for the company. He stated:
“Prediction markets increase our total addressable market significantly in the U.S. 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.”
By scaling production of data-driven insights and social-first video formats, Better Collective aims to bridge the gap between media and user acquisition in this rapidly adopting sector.
