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Prediction markets are forcing sportsbooks to spend more on advertising

Online prediction platforms are driving up customer acquisition costs for major sports betting operators this football season.

Written by the BettingEdgeHub desk, 7 October 2026

Prediction market platforms are causing major headaches for traditional online sportsbooks by spending heavily on marketing during the football season. Industry experts note that these platforms are throwing around massive sums for pay per click ads, app store placements, and affiliate referrals.

Growing customer acquisition costs

Online sportsbooks have traditionally relied on bonuses and promotional spending to acquire new users. While prediction markets previously lacked the financial setup to offer large rewards, they are now closing the gap on acquisition costs.

The cost to acquire a new trader on a prediction market is approaching two hundred dollars. This gets very close to the two hundred fifty dollars that traditional sportsbooks typically spend to sign up a new player.

Pressure on big operators

Well funded prediction exchanges are raising capital quickly and using that cash to challenge major sportsbooks. Big betting companies now face a difficult choice between spending more to keep their market share or holding back and losing customers.

Industry executives acknowledge they are willing to spend heavily to secure customers in this competitive environment. This means betting companies might have to endure longer payback periods as they fight to protect their turf.