Genius Sports launches prediction markets affiliate to unite pricing with live sports data

Genius Sports on Thursday launched a dedicated prediction market affiliate site designed to aggregate pricing and market information from multiple prediction market operations and overlay it with live sports feeds.

Developed by Legend, Genius Sports’ consumer media and technology unit acquired last year for $1.2 billion, Prediction.com enables users to compare equivalent event contracts across several platforms.

It also follows how market probabilities evolve in real time as sports events unfold.

Integration of Genius Sports’s official in-game data with real-time market pricing will allow users to track play-by-play actions alongside dynamic market probabilities, prices, and signals.

Users can compare like-for-like contracts and multi-leg positions across different exchanges, enhancing their insights and decision-making.

Another key feature of Prediction.com is its proprietary cross-venue engine, enabling users to compare multi-leg contract combinations,.

Further partnerships

In a statement, Genuis Sports said Prediction.com sought to address the ‘fragmentation’ caused by users visiting platforms separately to access pricing information.

“As the category continues to grow, robust integrity safeguards are not simply optional; they are foundational,” Sean Conroy, EVP of rights and partnerships at Genius Sports, said of the launch.

“By bringing together official data, live streaming, league IP, integrity services and the reach of our Legend media network, we are helping Polymarket deliver a differentiated and trusted experience for sports fans across the US.” 

It said the launch extended Genius Sports’ role beyond that of a data supplier to predictions, to an active participant in the consumer journey. 

Genius signed deals with both Polymarket and Kalshi in August, to provide real-time event data and league integrity services, as well as streaming services.

Fellow data provider Sportradar also announced similar multi-year partnerships with both Kalshi and Polymarket in June. 

‘Prediction markets a net benefit for Genius Sports’

The launch of Prediction.com through Legend comes amid a strategic integration phase following Genius Sports’ acquisition of Legend. 

It coincided with the beginning of the US NFL season, viewed as a peak commercial period for sports-data monetisation. Genius also maintains partnerships with DraftKings and FanDuel, both of which signed extensions to remain as NFL partners ahead of this season.

Citizens gaming analyst Jordan Bender recently noted that with the NFL season now underway, “Genius should benefit from increased spending across both traditional sports betting and the emerging prediction market industry”.

He said Genius’ recent deals with Kalshi and Polymarket “have provided an incremental positive catalyst for [Legend founder] Mr Kisberg and team”.

“We think investors will be looking for signs that Genius can leverage Legend’s relationship to capture a larger share of the rapidly expanding sports betting and prediction market opportunity,” he aded in a note this week.

Genius founder and CEO Mark Locke this week touted Genius’ position as a provider of official data, settlement and integrity services to both traditional betting and predictions platforms.

“Through Legend and our wider media platform we help operators acquire the customers all of them are competing for,” he added in a personal LinkedIn post.

“That is why I see prediction markets as a net benefit for Genius. I believe they create more businesses to supply, more ways to monetise the same sports activity and more competition for the customers we help operators win,” Locke said.