Are prediction markets a rival or an opportunity for betting companies?

Prediction markets have reached a wide audience as they broaden the way players assess future events. Kalshi and Polymarket are among the leading platforms in this area. However, the sector faces intense scrutiny, and regulators in some countries have taken a strict stance.

Anton Lishchuk, Commercial Strategy Specialist at SOFTSWISS, believes that as competition grows, betting companies should open the door to this rival. In his view, the company's strategy is to offer licensed iGaming operators a practical entry route into prediction markets, using the infrastructure they already know.

According to the company's data, monthly trading volume in prediction markets rose from $32 million in January 2024 to $12.6 billion in January 2026. This growth suggests the category is starting to attract player attention away from traditional betting sites.

SOFTSWISS favors a fixed-odds model for event betting. In this model, the operator sets the price and manages the risk, while the player bets on whether an event will happen. Built on existing betting infrastructure, this structure makes it easier to check whether each event complies with local rules.

Lishchuk acknowledges that restrictions in some countries pose a serious risk. Even so, he argues that steps taken in individual countries do not amount to a worldwide ban. He notes that regulators focus on issues such as the type of event, who bears the risk, and how the player is protected.