FanDuel, Fanatics, and DraftKings have aggressively maneuvered into the U.S. prediction markets, marking a significant shift in the gaming landscape. This move brings to mind the post-PASPA sports betting boom—a wave that has since slowed under regulatory pressures. Now, as competition intensifies, companies are devising new strategies for customer acquisition, with affiliates quickly trailing behind.
What sets this moment apart is the convergence of three distinct affiliate types entering prediction markets: traditional gambling affiliates, crypto-focused media entities, and finance-centric affiliate companies. While overlaps exist, particularly between gambling and crypto categories, prediction markets uniquely blend gambling and finance. The once-clear division between these industries is now blurred, creating a novel intersection not seen in conventional casinos or sportsbooks.
As prediction markets evolve, a variety of companies are likely to enter, sparking a critical question about SEO dominance: Who will capture the audience? The challenge lies in the fact that finance and iGaming SEO have traditionally operated on different principles. For the first time, these two distinct ecosystems might contend for the same user base. The direction prediction markets take—whether leaning towards iGaming or finance—will significantly influence authority in search engine rankings.
If past behavior is indicative, major operators will lavishly spend on customer acquisition as prediction markets expand nationally. Key players like Robinhood, Kalshi, Coinbase, FanDuel, Fanatics, and DraftKings, along with potential newcomers, are poised to deploy substantial marketing budgets, accelerating demand. As highlighted recently on iGamingToday.com, offshore casinos continue to engage U.S. players despite regulatory constraints, suggesting a similar pattern could arise with offshore prediction platforms. This scenario raises potential responses from the Commodity Futures Trading Commission (CFTC) if these offshore entities increase their presence.
With marketing efforts ramping up, affiliates are bound to follow suit. Sports betting affiliates, crypto media outlets, finance publishers, and traditional gambling sites will all vie for a piece of the emerging market. However, prediction markets have yet to prove lucrative for affiliates. Current CPA levels resemble the early crypto days, marked by low payouts due to sparse competition. Yet, as major operators launch fully, CPA or hybrid deals are expected to climb. This could trigger a short-lived frenzy, primarily driven by offshore entities setting initial pricing benchmarks.
Another consideration is that many operators might initially target existing user bases, potentially delaying a large-scale push for new customer acquisition. As a result, affiliate spending patterns may not mirror those seen during the sports betting surge.
In North America, Catena Media, originally finance-focused, stands out as it pivots towards prediction markets. Their latest Q3 investor presentation underscores an ongoing integration of these markets into their media strategies, with plans extending into 2026. They noted notably lower CPAs within this niche. Similarly, Gentoo Media expressed interest in prediction markets in their Q3 report, though revenues remain minimal. Gambling.com Group, through their OpticOdds brand, also addressed this emerging category in their Q3 results, emphasizing that prediction markets complement rather than substitute sports betting. They firmly believe OpticOdds is well-positioned to capitalize on the growth of prediction markets, catering to sophisticated consumers with expanded options.
These publicly traded companies represent just a fraction of the landscape. Numerous large private affiliates across North America are also gearing up for this market. As crypto, finance, and gambling operators enter simultaneously, the affiliate ecosystem is set to diversify considerably.
A pivotal question looms: How will Google classify prediction market traffic? The realms of gambling and finance SEO have historically followed distinct trajectories. While sports betting will continue to generate its own search patterns, finance publishers targeting the same users with varied media assets will dramatically shift the competitive field. Crypto SEO, straddling both gambling and finance, presents a complex middle ground. However, algorithmically, it aligns more closely with gambling SEO.
Ultimately, Google’s classification and ranking of prediction-market content will be decisive. If categorized under finance, a new set of competitors will emerge. Should CPAs rise, we may witness significant mergers and acquisitions, particularly targeting finance-related affiliate assets.
Yet, Google remains an unpredictable force.
Prediction markets occupy a unique juncture between gambling, finance, and crypto, forming one of the most intriguing developing categories in the U.S. At this intersection, three affiliate ecosystems are converging on a shared opportunity, with operators still navigating positioning, regulation, and long-term profitability. Within the next 12 to 24 months, the landscape is likely to experience turbulence, testing, and recalibration of SEO strategies, affiliate models, and operator approaches. As CPAs increase and the market matures, competition will intensify, potentially driving M&A activity, especially around finance-oriented media properties.
However, a fourth possibility exists: prediction markets may not align with gambling, finance, or crypto entirely. Should the ecosystem grow substantially, with unique search patterns, regulatory treatment, and user behaviors, Google might eventually recognize prediction markets as an independent category. In such a scenario, none of the conventional playbooks would apply fully. Gambling affiliates, finance publishers, and crypto sites would be on equal footing in a brand-new vertical—where historical authority is secondary to adaptability.
While prediction markets aren’t particularly profitable for affiliates today, this dynamic could shift swiftly as major operators activate their marketing strategies. The only certainty now is that no single category yet dominates the space, and the battle for search authority—whether within existing verticals or an entirely new category—promises to be one of the most captivating industry contests of 2025 and 2026.
James Miller is a distinguished casino strategy expert with a wealth of experience in the gambling world. At CasinoNoDeposits.com, James focuses on crafting effective gaming strategies and providing insightful reviews to guide players towards making informed decisions. His deep understanding of casino mechanics and promotional offers makes him a valuable asset to the team. Dedicated to educating players, James ensures that every piece of content is accurate, actionable, and reader-friendly.
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