Prediction markets scale where connection lives
In this article, brought to you by Snapchat, head of real money gaming Curreel O’Callaghan discusses the cultural effect of prediction markets and why there’s a need for operators to invest in connection platforms to succeed
Prediction has evolved beyond a mathematical exercise – it has become a social expression, a way people express belief, share conviction and participate in moments that matter. From sports to pop culture to politics, prediction is now embedded in how people talk, react and engage with the world around them.
As prediction markets move into the US mainstream, the parallels to the UK are hard to ignore. In Britain, betting isn’t just transactional, it’s woven into the cultural fabric, a shared ritual as much as a wager. The US is entering its own version of that moment. Prediction is no longer niche; it’s becoming cultural infrastructure. And as it scales, the focus shifts from the bet itself to the experience around it. Because culture doesn’t live in isolation. It lives in conversation. It lives in shared reactions, inside jokes, group chats and real-time commentary.
These connections thrive on platforms built for real time, close communication and where conversations happen in the moment, not after it. Prediction markets are asking customers to put their money where their mouth is, and platforms that power daily conversation are the megaphone of culture.
The playbook has changed
With the rise of prediction markets, competition for attention has intensified, elevating the importance of full-funnel advertising.
When brands rely solely on offers to drive acquisition, they may capture short-term action but fail to build long-term preference. Connection becomes the missing link. Without brand connection, loyalty becomes fragile, and growth becomes increasingly expensive over time.
This disconnect makes it hard for companies to scale, those not evolving their strategies will ultimately lose (and leave money on the table).
Connection is formed in shared moments
Live sports are no longer passive viewing experiences; they are shared cultural moments that repeat week after week across leagues and seasons. That scale creates an ‘always-on’ opportunity. Games unfold simultaneously on the field and in conversations, with fans reacting, debating and predicting outcomes together in real time.
As prediction becomes embedded in culture, the platforms that matter most are those already woven into how people connect during live moments. Snapchat is one of those environments. During major cultural and sports moments, conversation and content consumption happen simultaneously, and when connection exists, action follows.
In fact, 65% of Snapchatters have downloaded an app after seeing an ad on the platform and 60% have done so multiple times (source: Toulana research commissioned by Snap: Unlocking App Engagement [US], Q4 2024).
Shared moments create connection. Connection drives participation. And participation can drive growth.
Where prediction behaviour happens
When people watch a match, they’re more often than not messaging with their friends as the minutes tick by. “Did you see that goal?” “We’re going to win!” “I can’t believe we missed that pass.” Sound familiar?
That behaviour is pretty universal because sports are communal and they help foster relationships and connections. Brands need to meet fans where they are – where these conversations are already happening.
From connection to performance
Connection alone is not enough. It has to translate into action. When campaigns align with how people naturally engage with content and with each other, cultural relevance and performance do not have to be trade-offs. For example, Snapchat’s App Power Pack has helped advertisers drive +25% more installs (source: Snap Inc internal data 2-6 July 2025). Free-to-play ads are also resonating with audiences who are interested in sports betting and prediction markets, and we are seeing strong results with Playable Ads on Snapchat that give a sneak peak of a gaming app experience.
Bet on diversified channel strategies
The operators that win the next decade will be those who invest deliberately in platforms and formats that are driving both cultural moments and advertising performance. As prediction markets move further into the mainstream, one truth is becoming clear: prediction scales where culture lives – and culture lives where connection thrives.
Curreel O’Callaghan is a digital advertising leader and head of industry for real money gaming at Snapchat. In this role, she has built and scaled client partnerships across sports, casino, fantasy and emerging gaming sectors and her expertise has helped shape Snapchat’s industry strategy.
With over a decade of experience working in major markets like New York, London and Paris, O’Callaghan specialises in driving sustained revenue growth for her clients, helping them navigate complex regulatory and market dynamics and activating high-impact commercial strategies.