Better Collective set to “significantly scale” into prediction markets

This follows the vertical’s rapid growth in the region, with trading volumes exceeding $13 billion in December 2025. Jesper Søgaard, Better Collective co-founder and co-CEO, noted that prediction markets “represent a natural extension of how people engage with information, probabilities and future events”, thereby increasing the group’s total addressable market “significantly in the US”.

Having secured partnerships with leading prediction market operators, the affiliate has already launched dedicated prediction market offers across key brands.

Under the new initiative, it will continue rolling out features such as content hubs covering trending markets across sports, politics, entertainment, finance and culture, with Action Network positioned as the core destination for prediction market content and media. It will also introduce social-first video formats and educational content to help audiences understand and navigate the sector, including news coverage, deeper analysis of trading patterns and market developments and a Responsible Trading Guide.

In addition, Better Collective is developing a standalone site designed to rank for prediction market keywords, aiming to drive traffic and establish a scalable foundation for long-term commercial opportunities. Further integrations across web and app will include direct links to pre-built event contracts with attribution similar to Better Collective's AI betting solution Playbook, alongside real-time social and community features such as alerts on X.

“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,” Søgaard added. “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.”