Betfair rolls out beta version of new prediction markets interface
Flutter-owned operator creates an alternative UI for its exchange and tells EGR there is demand for Betfair Predicts based on customer feedback
Betfair has quietly soft-launched a prediction markets product, Betfair Predicts, that takes its pricing from the brand’s exchange platform.
The peer-to-peer product, which is the Betfair Exchange wrapped in a prediction markets interface, is currently in beta mode and being trialled by a “small, select group of customers” as the team gauge behaviour and preferences to determine whether it could be offered to Exchange customers more broadly.
Customers log into predicts.betfair.com using their existing credentials, where they can use their Betfair balance to bet and trade markets.
Similar to the likes of Kalshi and Polymarket, the Betfair Predicts homepage features a wall of binary markets under the ‘Trending’ tab, as well as markets covering the biggest sports, politics and culture. In-play markets are offered, too.
Odds are presented as percentage probabilities, though there is the option to switch to decimal and fractional prices, while the back (‘Yes’) and lay (‘No’) buttons are light blue and pink, colours associated with the Betfair Exchange.
Football markets under the Trending tab do not display the option to bet the draw or the opposition unless the market is clicked. ‘Will Barcelona win?’, ‘Yes’ or ‘No’, is all that is shown initially.
There is a statistics page with volume traded and a certain level of market depth, yet the product currently lacks Betfair Exchange’s graphs and ladders displaying unmatched backs and lays and how much has been matched and at what odds over time.
A Betfair spokesperson said: “We’re constantly testing new innovations, and Betfair Predicts is an example of this work. This is a beta product that will evolve based on customer feedback.”
A total of £84bn was matched on the Betfair Exchange in 2025, which was almost a 10% increase year on year, and the company said customer feedback has shown there is demand for a prediction markets product.
The Betfair team supported sister brand FanDuel in the US with technical expertise ahead of the launch of FanDuel Predicts in partnership with CME Group – operator of financial derivative exchanges – just before Christmas.
This product was expanded to all 50 US states in January, though sports event contracts are only offered in 18 jurisdictions. In the other 32 states, users trade financial markets like oil, gold and economic indicators.
However, the threat posed to traditional sportsbooks by the likes of Kalshi, Robinhood and Coinbase offering nationwide sports event contracts has triggered a sharp selloff in FanDuel and DraftKings’ shares since last summer, sending their market caps plunging.
Earlier this year, fellow UK exchange Smarkets overhauled its frontend to a predictions markets interface, supplanting the traditional exchange layout and switching to percentage probabilities.
The plan is to launch the product in the US, where the company already has a foothold with its SBK product, which packages the exchange as a traditional sportsbook app, available to download in Indiana.
Smarkets has applied to the Commodity Futures Trading Commission (CFTC) – the federal agency that regulates derivative markets – to become a designated contract market (DCM), or the exchange where trades take place.
Founder and CEO of Smarkets, Jason Trost, told EGR in January that prediction markets being federally regulated by the CFTC makes the market a “level playing field” without “a lot of crazy [sports betting] taxes”.
Meanwhile, UK and Irish betting exchange Matchbook is also plotting its expansion into the booming US prediction markets space, joining a growing list of firms awaiting CFTC approval.
Matchbook’s head of strategy, Jesse May, spoke to EGR on the sidelines of ICE in Barcelona earlier this year about the CFTC licensing process and plans for the product.