HP roewd iScmt i oanl l eMr aBrrkaentds s L e v e r a g e Smaller brands, startups, and niche operators are increasingly using prediction markets as an entry point into the broader iGaming space. For these operators, prediction markets offer a way to launch and scale products without the cost and operational complexity of traditional sportsbook platforms. Affiliates often serve as the primary distribution channel, helping smaller brands reach targeted audiences efficiently and at scale. Prediction markets are especially attractive to emerging operators because they enable faster execution and clearer differentiation. Without the need for extensive odds-trading teams or large marketing budgets, smaller brands can focus on building products tailored to specific audiences or themes while staying flexible enough to adapt quickly to user feedback. To support this approach, smaller brands typically focus on three core strategies: • LAUNCHING WITH LOWER DEVELOPMENT OVERHEAD AND FASTER TIME TO MARKET Prediction market products are generally less resource-intensive than full sportsbook offerings, allowing smaller operators to deploy, test, and refine products more quickly. • TARGETING NICHE AUDIENCES AND VERTICALS Many emerging brands focus on areas such as political forecasting, esports, or crypto-themed prediction markets to build highly-engaged communities centered on specific interests. • USING AFFILIATES AS PRIMARY ACQUISITION AND EDUCATION PARTNERS Affiliates play a central role in introducing users to prediction markets, explaining how they work and directing qualified traffic without requiring significant paid media investment. This combination of speed, specialization, and affiliate-driven growth enables smaller operators to establish a foothold in competitive iGaming markets while continuing to iterate and scale. STchael iPnigv oPtraeldRi oc lt ei oonf MA f af irlki aettess i n Across operators of all sizes, the affiliate channel continues to serve as a central acquisition engine within iGaming. As affiliate marketing grows in parallel with the online gambling industry — which Grand View Research projects will reach roughly $153.6 billion globally by 2030 — affiliates are becoming increasingly influential in driving awareness and adoption of emerging products like prediction markets. PREDICTION MARKETS AND THE AFFILIATE ADVANTAGE As affiliate marketing grows in parallel with the online gambling industry, affiliates are becoming increasingly influential in driving awareness and adoption of emerging products like prediction markets. GPWAtimes.org 20
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