Report: Prediction Markets Account for 27% of World Cup Bets

Sports prediction markets may have been the biggest winners of the 2026 World Cup, with US prediction market apps seeing unprecedented activity throughout the tournament.

According to a report from Bloomberg, prediction market operators accounted for around 27% of all wagers placed on the 2026 World Cup. Kalshi was reported to have seen the highest handle - a reflection of its surge in popularity often highlighted in a modern Kalshi review - while Polymarket offered the best pricing.

The success comes after both industry giants invested in advertising partnerships with FIFA and FOX. This allowed advertising inside stadiums hosting matches, as well as on TV broadcasts. No sportsbooks were able to secure the same level of advertising, giving the prediction market operators a leg up on their rivals.

Both Polymarket and Kalshi have “combo” contracts live and available during the tournament. These work the same as sportsbooks' parlays, allowing bettors to combine contracts for a higher payout. The operators have also expanded their markets, allowing for more prop betting options.

In the report, Bloomberg noted that the numbers are only estimates, as some sportsbooks have yet to release their numbers. 

Operators Play It Safe With Ads

The World Cup television broadcasts were filled with ads from Polymarket and Kalshi, but there was one thing noticeably absent.

In the ads, neither operator specifically promoted sports markets. Kalshi used celebrity ads where the brand was simply mentioned without revealing what it offered. Polymarket left things even more vague, delivering a commercial that felt less like a platform breakdown you might read in a Polymarket review and more like a high-concept fashion ad.

The advertising strategy is a result of the mounting legal battle being waged against the prediction industry. At the core of the fight is the debate over whether sports markets are a form of sports betting. This led operators like Polymarket and Kalshi to change and restrict how they advertised themselves, including during the World Cup.

The volume being reported by both operators shows the vague advertising didn’t limit them, making it a significant win.