On Thursday, Genius Sports unveiled a dedicated affiliate site for prediction markets, aimed at consolidating pricing and market data from various prediction platforms and integrating it with live sports feeds.
The new platform, Prediction.com, which was developed by Legend—a consumer media and technology division acquired by Genius Sports last year for $1.2 billion—enables users to compare event contracts across multiple platforms. This site allows users to monitor how market probabilities fluctuate in real time as sporting events progress.
By integrating Genius Sports's official in-game data with current market pricing, users will be able to follow play-by-play actions while simultaneously tracking dynamic probabilities, prices, and signals. The platform also supports comparisons of similar contracts and multi-leg positions across different exchanges, providing enhanced insights for users. A key feature of Prediction.com is its proprietary cross-venue engine, which allows users to evaluate combinations of multi-leg contracts.
In its announcement, Genius Sports framed Prediction.com as a solution to the "fragmentation" faced by users who must visit various platforms to find pricing data. "As the category continues to grow, robust integrity safeguards are not simply optional; they are foundational," said Sean Conroy, the Executive Vice President of rights and partnerships at Genius Sports, highlighting the significance of the launch.
Genius recently entered partnerships with Polymarket and Kalshi in August, providing them with real-time event data and league integrity services, in addition to streaming services. This move follows announcements in June from their competitor, Sportradar, which also secured multi-year partnerships with Kalshi and Polymarket.
The launch of Prediction.com coincides with a strategic integration effort after Genius Sports acquired Legend and aligns with the beginning of the NFL season in the US, a critical time for monetizing sports data. Genius Sports has also maintained relationships with DraftKings and FanDuel, who have extended their NFL partnerships for the current season.
Gaming analyst Jordan Bender from Citizens noted, "With the NFL season now underway, Genius should benefit from increased spending across both traditional sports betting and the emerging prediction market industry." He remarked that Genius's recent agreements with Kalshi and Polymarket represent a distinct positive development for Legend’s founder, Mr. Kisberg, and his team. Bender expressed that investors would be keen to observe how Genius can utilize its relationship with Legend to gain a larger share of the rapidly growing sports betting and prediction markets.
Genius founder and CEO Mark Locke emphasized the company's role as a supplier of official data, settlement, and integrity services for both traditional betting and prediction platforms. "Through Legend and our broader media platform, we help operators acquire the customers that all of them are vying for," he stated in a LinkedIn post.
Locke characterized prediction markets as beneficial for Genius, asserting they foster greater business opportunities, more monetization avenues for the same sports activity, and intensified competition for the customers that operators aim to attract.
