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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.
Initial reaction from investors was largely unfavourable. Genius shares plunged 13% on 18 Sept., falling 17% for the week. The data provider closed the session at $5.64 per share, well below the $6.19 price when it announced the Legend acquisition in February.
The launch of Prediction.com comes amid a strategic integration phase following Genius Sports’ acquisition of Legend.
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The same intelligence can be useful to gambling companies and suppliers that want to monitor where their products are appearing. Madsen says Trace2Trace currently has a client that fits that description, although he cannot disclose its identity.
Madsen is clear that Trace2Trace does not shut websites down. Instead it tracks domains, identifies connections and documents changes so that regulators, enforcement authorities or other customers can use the information.
That distinction also informs his view of the wider battle. Asked whether illegal gambling can actually be defeated, his answer is: “No, but you can make it very difficult for them.”
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Polymarket has developed its media presence elsewhere. In January, it signed a deal with Dow Jones to provide its prediction market data to several of the publisher’s consumer platforms. The deal covers publications including The Wall Street Journal, Barron’s, MarketWatch and Investor’s Business Daily.
Prediction markets have become more and more intertwined with sports and entertainment businesses. Polymarket has agreements with Major League Baseball and Sportsradar. Sportsradar provides data and services for more than 20 sports leagues and competitions.
The company has also pursued partnerships outside the normal financial media. Its deals include relationships with major sports organizations and entertainment properties, signaling efforts to integrate prediction markets into mainstream content and information services.
