Prediction-market platforms and sportsbooks are seeing a surge in betting activity tied to the World Cup [1, 2].

This trend signals a shift in how sports gambling is packaged, moving from traditional sportsbooks toward prediction markets that pitch themselves as the next major business evolution in the industry [1, 4].

Platforms including Kalshi and Polymarket, along with companies such as DraftKings, are promoting bets on match outcomes and tournament results [1, 3]. To attract a wider audience, some prediction-market apps are offering promotional bonuses exceeding $300 [5].

The scale of the activity is significant, with a betting frenzy reaching $5.4 billion [4]. Companies are leveraging this current momentum to position themselves for the 2026 FIFA World Cup [3, 2].

While the market is expanding in the U.S., it is meeting resistance elsewhere. Regulators in Hong Kong have issued official warnings as prediction markets boom ahead of the tournament [6].

Industry participants said they hope to capture a larger share of global betting interest by offering new ways for users to predict sporting outcomes [1, 4]. This growth is reflected in market performance, with DraftKings stock emerging as a primary beneficiary of the increased activity [3].

“Prediction markets are being pitched as the next big betting business.”

The migration of sports betting toward prediction markets represents a diversification of the gambling industry, blending traditional sports wagering with financial-style trading. While the U.S. market shows high growth and corporate expansion, the warnings from Hong Kong regulators suggest a growing global tension between the rapid scaling of these platforms and existing legal frameworks governing financial speculation.