On Thursday, Genius Sports introduced a specialized affiliate site for prediction markets aimed at consolidating pricing data and market insights from various operations, integrating them with live sports feeds.
The site, Prediction.com, has been developed by Legend, the consumer media and technology division that Genius Sports acquired in a $1.2 billion deal last year. Prediction.com offers users the ability to compare equivalent event contracts across different platforms and to observe how market probabilities shift in real-time as sports events progress.
By integrating official in-game data from Genius Sports with active market pricing, users can monitor play-by-play developments alongside changing market odds, prices, and signals. The platform allows for comparisons of similar contracts and multi-leg positions across various exchanges, providing deeper insights for users. A distinctive aspect of Prediction.com is its proprietary cross-venue engine that facilitates the comparison of multi-leg contract combinations.
Genius Sports stated that Prediction.com aims to mitigate the fragmentation that occurs when users must visit multiple platforms separately for pricing information.
Sean Conroy, Executive Vice President of rights and partnerships at Genius Sports, emphasized the importance of integrity in the growing prediction market. "As the category continues to grow, integrity safeguards are not simply optional; they are foundational," he remarked regarding the launch.
In August, Genius signed agreements with Polymarket and Kalshi to offer them real-time event data and integrity services, alongside streaming options. In June, competitor Sportradar announced its own multi-year partnerships with both Kalshi and Polymarket.
The launch of Prediction.com marks a strategic integration phase following Genius Sports’ acquisition of Legend and comes at a critical time, coinciding with the start of the NFL season, which is seen as a prime period for monetizing sports data. Genius Sports also maintains partnerships with DraftKings and FanDuel, both of which extended their deals to continue as NFL partners for the season.
Citizens gaming analyst Jordan Bender recently pointed out that the onset of the NFL season positions Genius to benefit from increased expenditure in traditional sports betting and the burgeoning prediction market sector. He noted that the recent agreements with Kalshi and Polymarket enhance prospects for Legend’s team, led by Mr. Kisberg.
Investors are reportedly eager to see if Genius can capitalize on Legend’s existing relationships to capture a larger portion of the rapidly growing sports betting and prediction market.
Mark Locke, founder and CEO of Genius, reiterated the company's role as a provider of official data, settlement, and integrity services to both traditional betting and prediction platforms. In a personal LinkedIn post, he stated, "Through Legend and our wider media platform, we help operators acquire the customers all of them are competing for." He sees the emergence of prediction markets as advantageous for Genius, suggesting they provide opportunities for additional business, varied monetization methods of the same sports events, and heightened competition to attract the customers Genius assists operators in securing.
