TLDR
- Genius Sports launched Prediction.com on Thursday, a new affiliate site built by its Legend unit
- The platform pulls together pricing from multiple prediction market operators and layers it with live sports data
- Users can compare contracts and multi-leg positions across exchanges, including Polymarket and Kalshi
- The launch follows August deals between Genius Sports and both Polymarket and Kalshi for data and integrity services
- CEO Mark Locke called prediction markets a “net benefit” for the company
Genius Sports launched a new prediction market affiliate site on Thursday. The platform, called Prediction.com, pulls together pricing and market data from several prediction market operators in one place.
The site was built by Legend, the consumer media and technology unit Genius Sports bought last year for 1.2 billion dollars. It layers Genius Sports’ official in-game data on top of live market pricing.
This means users can watch play-by-play action alongside shifting market probabilities, prices and signals as a game unfolds. The goal is to let people track sports and betting markets in one view instead of switching between apps.
Prediction.com also lets users compare similar contracts across different platforms. A built-in engine allows people to compare multi-leg contract combinations across venues, rather than checking each exchange separately.
Addressing Market Fragmentation
In a statement, Genius Sports said the new site was built to solve the “fragmentation” problem. That happens when users have to visit several platforms just to compare prices.
Sean Conroy, the company’s EVP of rights and partnerships, said integrity safeguards are becoming essential as the category grows. He said combining official data, live streaming, league rights and integrity services helps deliver a more trusted experience for sports fans in the US.
Genius Sports signed deals with both Polymarket and Kalshi in August. Those agreements cover real-time event data, league integrity services and streaming.
Rival data provider Sportradar signed similar multi-year deals with both Polymarket and Kalshi back in June. That puts both major sports data companies now working with the two largest prediction market platforms.
Timing and Analyst Reaction
The Prediction.com launch lines up with the start of the NFL season in the US. That period is seen as a peak stretch for sports data companies.
Genius Sports also holds ongoing partnerships with DraftKings and FanDuel. Both sportsbooks recently extended their deals to remain NFL partners this season.
Citizens gaming analyst Jordan Bender said Genius Sports should see more spending across both traditional sports betting and the newer prediction market space now that the NFL season is under way. He described the Kalshi and Polymarket deals as a positive step for Legend and its team.
Bender added that investors will be watching to see if Genius Sports can use its Legend relationship to grow its share of the sports betting and prediction market space.
CEO Mark Locke addressed the topic directly this week. In a LinkedIn post, he said Genius Sports helps operators compete for the same customers through Legend and its wider media platform.
Locke said he views prediction markets as a net benefit for Genius Sports. He said the format creates more businesses to work with, more ways to make money from the same sports activity, and more competition for customers among the operators the company supports.
