Betsson is keeping one eye on the growth of prediction markets but does not see the US event-contract model working in its main markets.
Betsson is keeping one eye on the growth of prediction markets but does not see the US event-contract model working in its main markets.
CEO Pontus Lindwall said the operator was following prediction markets “with great interest”, particularly around the customer experience offered by the platforms.
However, he believes the regulatory distinction that has allowed prediction markets and sportsbooks to operate alongside each other in the US simply does not exist where Betsson is licensed, particularly in European and Latin American countries.
“Regarding prediction markets, they are something that we look into and follow with great interest,” Lindwall said during Betsson’s Q2 2026 investor call last week.
“However, in most of the markets where we are strong, the prediction market model doesn’t really fit in in the same fashion as it does in the US, where they follow a different regulation than the gaming regulation.”
Prediction markets in the US
Sports event contracts offered through US prediction markets are overseen at federal level as derivatives by the Commodity Futures Trading Commission (CFTC).
This has enabled a different route to reach national consumers, compared to US sportsbooks which are licensed and taxed by individual states.
This is seen as a controversial loophole by many stakeholders within sports betting, although the Trump government has been a keen proponent of prediction markets.
Despite the distinction, major US sports betting operators have still entered the category, amid pressure from investors who want their slice of the pie, having seen the likes of Kalshi and Polymarket raise funds to reach astronomical valuations.
DraftKings launched its proprietary DKeX exchange in June and said its DraftKings Predictions product was generating approximately $3.4bn in annualised consumer volume.
The company has integrated prediction markets into its unified sports and casino app and previously expanded its contract range through an agreement with Crypto.com.
Flutter-owned FanDuel has taken a similar route with FanDuel Predicts, which expanded its sports, entertainment and combination contracts in June through Crypto.com and OG Prediction Markets.
One attraction for these operators is the ability to reach customers in US states without legal online sports betting, including hugely significant ones like Texas and California.
DraftKings CEO Jason Robins has explicitly identified prediction markets as a means of reaching almost the entire US population, for example.
That proposition would look markedly different in Betsson’s major markets, however.
“So in our markets, if it was to be allowed, it would fall under the gaming regulations,” said Lindwall. “And then there would not be much of a difference from normal sports betting.”
Betsson admires prediction markets UX
Betsson currently holds local licences in 23 countries, with its business concentrated across Latin America, Europe and Central Asia.
Latin America became its largest operating region during Q2 2026, accounting for more than a third of group revenue after growing 32% year-on-year.
Western Europe and Central and Eastern Europe and Central Asia (CEECA) also drive substantial revenue, while the Nordics contribute a smaller share.
That exposure means Betsson is more likely to encounter prediction market products within existing gambling regulation, if at all.
Despite this, Lindwall said that elements of the product could still influence Betsson’s approach to the user experience.
“It’s something that we follow very closely and monitor,” he said. “Some parts of the user experience that we see there is definitely interesting to look at.”
Prediction markets tend to use exchange-style interfaces with simple yes-or-no contracts.
These are often of much stronger appeal to younger demographics or less experienced bettors than the traditional sportsbook experience.