SOFTSWISS has hosted a LinkedIn Live Panel exploring how operators should approach prediction markets. The session brought together NEXT.io and SOFTSWISS Sportsbook experts to debate how operators can assess this emerging category and where it may fit within existing betting businesses.
During the “Prediction Markets for iGaming: Risks and Opportunities” session, panellists explored whether the category should be treated as a standalone product or integrated into existing sportsbook offerings. To that end, they compared business models, regulatory approaches, and commercial opportunities.
One of the key conclusions was that prediction markets represent more than another sportsbook feature. While they can help operators increase player engagement and reactivate existing audiences, they also appeal to user groups that have traditionally remained outside sports betting.
The panel compared peer-to-peer exchanges, such as those used by Polymarket and Kalshi, with fixed-odds betting. While exchange platforms have driven much of the category's growth, panellists noted that liquidity management, infrastructure requirements, and regulatory uncertainty make them difficult to replicate within regulated iGaming operations. By contrast, fixed-odds prediction markets fit naturally within existing sportsbook risk management and compliance processes.
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The discussion confirmed that operators are no longer asking whether prediction markets deserve attention. They are now looking for precise ways to evaluate the opportunity and implement it responsibly. That means understanding the commercial upside alongside the technical, regulatory, and risk management requirements before bringing a new product to market.
Another focus of the panel was player acquisition. Speakers highlighted the straightforward Yes/No mechanics of prediction markets as a lower entry barrier for first-time bettors.
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The real question for operators is whether prediction markets will stand the test of time or remain a passing trend. What I see is a genuine opportunity to disrupt the sports betting model through binary options. Users want a simplified experience, and that's exactly what prediction markets deliver.
Looking at regional development, the discussion concluded that Europe is unlikely to follow the same path as the United States. Rather than adopting P2P models, many European operators are expected to build prediction market solutions within established betting frameworks that already support licensing and compliance control.
The full recording of the session is available on the SOFTSWISS LinkedIn page. More information about the SOFTSWISS Prediction Markets Platform is available on the Prediction Markets product page.