2025 Prediction Market Advertising Trends

The American Gaming Association analyzed trends in digital advertising related to sports betting and sports event contract platforms. Understanding how these platforms advertise - and how their reach compares to licensed sportsbooks - provides important context for the ongoing discussion around prediction markets and consumer protections.

Prediction Market Advertising Exposure is Increasing

While advertising from licensed online sportsbooks declined in 2025, digital ad impressions related to sports event contracts grew significantly.

Key trends include:

• Digital ad impressions for online sportsbooks fell by nearly 14% in 2025, while impressions for sports event contract ads surged.
• As prediction market ads proliferated, approximately 15% of sports betting ads seen by consumers in 2025 were not required to comply with state responsible gaming regulations.
• Consumers are increasingly exposed to digital ads promoting prediction market products, often featuring students interacting with the platform.

What This Means

These findings highlight a widening gap in advertising oversight between licensed sportsbooks and prediction market platforms.

State- and tribal-regulated sportsbooks operate under strict advertising standards, including responsible gaming requirements and oversight by state regulators. As prediction market advertising grows, a meaningful portion of sports betting-related ads seen by consumers are not subject to those same protections.

Methodology

Sensor Tower data compiled by the American Gaming Association. The research leveraged Pathmatics by Sensor Tower, a digital advertising intelligence platform that provides data analytics and insights into digital ad campaigns across various channels, including display, video, social, and mobile.