BETBY has launched Betby Predictions, a new betting vertical designed to bring prediction markets into the mainstream sportsbook environment through a fixed odds model rather than the exchange-based structures more commonly associated with the sector.
The launch gives operators access to betting markets built around non-sports events, including cryptocurrency, finance, technology and entertainment, all delivered through a familiar sportsbook interface.
Strategically, this is the key point. While prediction markets have attracted growing attention globally, many existing products remain tied to peer-to-peer trading models that depend on liquidity and more complex user journeys. BETBY is betting that operators and players will prefer something much simpler, a fully managed fixed odds format that can sit naturally alongside traditional sportsbook content.
Kirill Nekrasov, BETBY’s Head of Innovation and R&D, describes the product as: “a natural evolution of the sportsbook experience”, adding that it applies betting mechanics to major global events in a format designed to be both scalable and responsible.
The new product is fully integrated into BETBY’s wider sportsbook ecosystem, giving partners centralised risk management, standardised settlement and continuous market availability. The offering is supported by AI-driven content generation alongside human oversight, allowing hundreds of new markets to be created each week. The supplier also stresses that it will retain control over market creation, with sensitive areas such as geopolitics, war-related outcomes and events involving human suffering excluded.
For operators, the commercial appeal is obvious. Prediction-led betting offers a way to extend engagement beyond the rhythms of the sports calendar and create a more continuous, 24/7 content cycle. The bigger question, as ever with this category, is not whether interest exists, but how far regulators and mainstream sportsbook brands are prepared to let it run.
