Prediction markets are coming to sports in a big way. Heres what you need to know The Athletic
The cultural significance of football across continents, along with strong integration of betting platforms into fan experiences, has reinforced its leadership in the sports betting market. Offline channels provide immediate cash transactions, social interaction, and perceived security, which remain strong motivators for traditional bettors. There are many similarities between prediction markets and traditional sports betting markets.
With an estimated $2.7 billion in 2025 revenue and 2026 guidance of $3.1–3.2 billion, BetMGM leverages the MGM Rewards loyalty ecosystem and iconic brand recognition to maintain its position, particularly among traditional casino customers who also bet on sports. The company provided fiscal 2026 revenue guidance of $6.5–6.9 billion, reflecting confidence in continued growth. The company’s dominance is particularly pronounced in high-revenue states like New York, where FanDuel consistently captures nearly half of all online sports betting revenue. This duopoly has solidified over the past five years as both companies leveraged their existing daily fantasy sports customer bases, invested billions in marketing, and expanded aggressively into new states.
AFL player props are currently available from select AU bookmakers, including Sportsbet, Ladbrokes, TAB, Pointsbet and Betr For updates on new markets and other features, check out our Twitter page. For the most up-to-date list of available markets by each bookmaker, query the markets endpoint. FanDuel is the most popular sportsbook in New York, capturing approximately 48% of the state’s online sports betting GGR. Combined with FanDuel, the two operators control about 78% of all legal sports betting revenue in the United States.
Further, the sports betting market has begun to capitalize on the opportunity through eSports betting which in turn influences the sports betting market adoption trends. In 2025, the fixed odds wagering segment held a sports betting market share of more than 25%, while the eSports betting segment is expected to secure a significant CAGR of 14.8% in the sports betting market during the forecast period. The sports betting market is also influenced by the adoption of sports betting through video streaming and instant messaging services, as well as changes in the regulatory landscape of the sports betting market.
BetMGM is strong for football depth, DraftKings and FanDuel are better for app speed and parlay tools, and bet365 is one of the better picks for live betting. Fanatics ranks No. 1 on our list for its speed and FanCash rewards. Utilize the problem gambling resources provided directly within your app or through your state’s gaming commission. Curious about the worst sports betting sites? We look for clear cashier options, reasonable processing estimates, ID verification steps, best offshore sportsbooks and support paths that are easy to find when something breaks.
Available exclusively through the NJ sports betting market, Borgata offers a comprehensive online sportsbook experience. Get the full picture in our theScore Bet review, then check out our theScore Bet promo code page for more info about the available bonuses. If you already open theScore a dozen times a day to check scores, having your bets in the same place is hard to beat. TheScore Bet started as the betting arm of theScore, the sports media app that roughly four million people across North America use for scores and news. For the better betting site in 2026, I’d give DraftKings the slight edge for overall betting depth and promo reliability, but Fanatics is strong if you value long-term rewards. With deep market coverage across all major sports, daily odds boosts, and hassle-free withdrawals, it’s a top choice for both casual fans and sharp bettors.
Although it’s currently only available in 18 states, bet365’s superb online product earns it a high spot on our list. It has since grown internationally and now services customers as a premier global betting brand. Let’s not underestimate daily promotions and odds boosts for major and niche sports, excellent in-play prop markets, and more. There is also a top-tier loyalty experience through its MGM Rewards program, and its lines can sometimes lag behind market movement, creating favorable prices. Now one of the industry’s most reputable sports betting sites, BetMGM is the result of a partnership between Entain Holdings and MGM Resorts International. As regulated wagering grows across the U.S., new sports betting sites continue to enter the market.
Like any market, if the odds or “goods” being sold are too good of a deal, the price will go up to slow down people making purchases. This careful selection of odds allows the sportsbook to make money on both sides of the action, while keeping customers coming back. When oddsmakers create odds, they do so in a way that hopefully feels fair to bettors, and encourages players to wager on both sides of the potential outcome. In this case, the gathering of people tends to be online, for the purchase and sale of odds to win. Similar to the stock market, the betting market is simply a “gathering of people for the purchase and sale of goods”. In this way, sports betting markets can be thought of as the marketplace for odds.