Prediction Market Advertising Trends

The American Gaming Association analyzes trends in digital advertising around gambling, including on "prediction markets." Understanding how these platforms advertise - and the different standards they face compared to state- and tribal-regulated sportsbooks - provides important context for the ongoing national discussion around "prediction markets" and consumer protections.

• While digital ad impressions for online sportsbooks fell by nearly 14% in 2025, ads for sports betting on "prediction markets" have exploded.
• As "prediction markets" continue aggressively promoting their sports betting business, now nearly half of sports betting ads seen by consumers this year did not need to comply with state responsible gaming regulations.
• These "prediction market" ads often feature students using their sports betting products. The same companies even tried to recruit a 15-year old child to promote them.

Prediction Market Advertising Exposure is Increasing

While advertising from licensed online sportsbooks declined in 2025, digital ad impressions related to sports event contracts grew significantly.

Key trends include:

• Digital ad impressions for online sportsbooks fell by nearly 14% in 2025, while impressions for sports event contract ads surged.
• As prediction market ads proliferated, approximately 15% of sports betting ads seen by consumers in 2025 were not required to comply with state responsible gaming regulations.
• Consumers are increasingly exposed to digital ads promoting prediction market products, often featuring students interacting with the platform.

What This Means

These findings highlight a widening gap in advertising oversight between licensed sportsbooks and prediction market platforms.

State- and tribal-regulated sportsbooks operate under strict advertising standards, including responsible gaming requirements and oversight by state regulators. As prediction market advertising grows, a meaningful portion of sports betting-related ads seen by consumers are not subject to those same protections.

Methodology

Sensor Tower data compiled by the American Gaming Association. The research leveraged Pathmatics by Sensor Tower, a digital advertising intelligence platform that provides data analytics and insights into digital ad campaigns across various channels, including display, video, social, and mobile.