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Prediction market operators accounted for about 27% of all wagers placed on the 2026 World Cup, according to a Bloomberg report cited by WSN.
WSN reported that Kalshi posted the highest handle among prediction market platforms during the tournament, while Polymarket was said to offer the best pricing. Bloomberg’s figures were described as estimates because some sportsbooks had not yet released their numbers.
The report also said both Kalshi and Polymarket expanded their World Cup offerings beyond simple match outcomes. Each operator had combo contracts available during the tournament, which WSN compared to sportsbook parlays, and both added more prop-style markets as the event progressed.
One of the clearest business takeaways was advertising reach. According to WSN, both companies invested in partnerships with FIFA and FOX, giving them visibility inside stadiums hosting matches and during TV broadcasts. The article said no sportsbooks secured the same level of exposure.
That visibility came with limits. WSN said neither operator specifically promoted sports markets in its World Cup advertising, instead using broader messaging because of ongoing legal uncertainty over whether sports event contracts should be treated as sports betting.
For readers tracking the gambling industry, the report adds to the evidence that prediction markets are competing more directly with traditional sportsbooks during major events. At the same time, the legal and regulatory questions around how those products are classified remain unresolved.
What to watch next is whether more detailed handle data emerges from sportsbooks and prediction market operators, which could clarify how large that 27% share really was and how sustainable it may be for future major sporting events.
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Source: As reported by Michael Savio.
