Genius Sports Launches Prediction.com to Unify Market Data and Live Sports Feeds

Genius Sports has launched Prediction.com, a dedicated prediction market affiliate designed to address fragmentation in the emerging prediction markets sector by aggregating pricing and market information from multiple platforms alongside live sports data feeds.

Developed by Legend, Genius Sports' consumer media and technology unit acquired for $1.2 billion in 2025, the platform enables users to compare equivalent event contracts across several prediction market operations while tracking how market probabilities evolve in real time as sports events unfold. A core feature integrates Genius Sports' official in-game data with real-time market pricing, allowing users to monitor play-by-play actions alongside dynamic market probabilities, prices, and signals. The platform also includes a proprietary cross-venue engine that enables users to compare multi-leg contract combinations across different exchanges.

The launch represents a strategic continuation of Genius Sports' integration phase following the Legend acquisition and coincides with the NFL season, a peak commercial period for sports data monetization. Genius Sports has signed partnerships with both Polymarket and Kalshi, providing real-time event data, league integrity services, and streaming capabilities. Fellow data provider Sportradar announced similar multi-year partnerships with both platforms in June, underscoring how prediction markets are reshaping relationships between sports leagues, data providers, and betting platforms.

Genius CEO Mark Locke characterized prediction markets as a "net benefit" for the company, noting that they create additional business opportunities for data suppliers and new revenue streams from existing sports activity. Through Legend and its wider media platform, Genius helps operators acquire customers across both traditional sports betting and emerging prediction markets. Locke emphasized that prediction markets increase competition for customer acquisition, a dynamic that extends Genius Sports' role as a critical infrastructure provider.

Analysts are monitoring whether Genius can leverage Legend's existing relationships and reach to capture a larger share of the rapidly expanding prediction market opportunity. Citizens gaming analyst Jordan Bender noted that with the NFL season underway, Genius should benefit from increased spending across both traditional sports betting and prediction markets. He flagged the Kalshi and Polymarket partnerships as incremental positive catalysts for the Legend team.

The prediction markets sector has grown substantially in recent years, attracting mainstream attention and regulatory scrutiny. Unlike traditional sports betting platforms, prediction markets focus on event outcome contracts that can span far beyond sports. The integration of official sports data with prediction market pricing represents an attempt to create a more transparent and unified user experience across fragmented platforms, though it also deepens the entanglement between legacy sports betting infrastructure and newer prediction market operations.

Genius Sports' position as a neutral data and integrity provider positions it to benefit regardless of which platforms succeed in capturing market share, provided prediction markets maintain regulatory legitimacy in key markets like the United States.