Поколение Z формирует будущее рынков предсказаний в азартных играх Headline: Generation Z is Shaping the Future of Prediction Markets in Gambling

A third of young Americans believe that prediction markets hold promise for the future and actively engage with them. This is evidenced by a survey conducted by The New Consumer and Coefficient Capital, which included over 3,000 participants from across the United States.

31% of those surveyed believe this sector will play a significant role in culture. However, awareness levels vary significantly by age group.

Among members of Generation Z and millennials, awareness of the Polymarket platform stands at 17%, while it is 13% for Kalshi. For Generation X and older, these figures drop to only 4% and 5%, respectively.

Young Americans do not see a clear winner in the race for the future of gambling entertainment.

An almost equal number of respondents (34% versus 31%) believe that traditional sports betting and prediction markets will grow in importance, respectively. Additionally, 38-39% of participants think that the significance of both will remain stable.

The scale of prediction platforms is rapidly expanding. In just the partial month of January, the total turnover on these platforms exceeded a historic $10 billion.

A significant portion of that figure is attributed to Kalshi, accounting for over $3 billion. Coming in second is Opinion, backed by YZi Labs and Binance founder Changpeng Zhao, with a turnover of $2.8 billion. Following closely behind is Polymarket at $2.7 billion.

The sector is also garnering investor interest. In the second half of 2025, Kalshi’s valuation reached $11 billion following several funding rounds involving Sequoia Capital, CapitalG, Andreessen Horowitz, Paradigm, Anthos Capital, and Neo.

Polymarket secured $2 billion from the Intercontinental Exchange, which operates the New York Stock Exchange. The platform’s capitalization has reached $9 billion. Currently, the project is negotiating for additional investments at a valuation of $12 billion to $15 billion.

Polymarket has signed an exclusive partnership with Major League Soccer (MLS), the largest professional soccer league in the United States.

As part of the agreement, the platform will gain rights to create prediction markets for key MLS events, including the MLS Cup, conference matches, and the All-Star Game.

The collaboration also includes the development of new fan engagement formats, such as interactive «second screens» during live broadcasts.

«As the soccer audience continues to grow and evolve in the U.S., fans are looking for new ways to deepen their connection to the game,» commented Shane Coplan, founder and CEO of Polymarket.

At the beginning of January, Polymarket became the exclusive data provider for The Wall Street Journal. Previously, the platform also partnered with Yahoo Finance and Google Finance.

Kalshi announced the opening of a new office in Washington, D.C., to enhance strategic collaborations and lobbying efforts with U.S. authorities.

As part of its expansion, the platform appointed political strategist John Bivona as its first head of federal government relations. He served as a White House representative in the Department of Homeland Security under the administration of former U.S. President Joe Biden.

To manage efforts at the state level, Kalshi hired Blake Bee, a former senior manager for government and local politics at Amazon.

It’s worth noting that a16z crypto analysts predicted a rise in the popularity of prediction markets in 2026. They believe that such platforms will become larger, broader, and more complex due to the intersection of cryptotechnology and artificial intelligence.