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SOFTSWISS hosted a discussion on how fixed-odds betting models could bring prediction markets into regulated iGaming, with industry executives examining the commercial potential and regulatory challenges of the emerging category during a LinkedIn Live panel.
The software provider hosted the session, titled “Prediction Markets for iGaming: Risks and Opportunities,” alongside industry media company NEXT.io. Speakers examined whether prediction markets should operate as standalone products or be incorporated into existing sportsbook offerings.
According to the panellists, prediction markets could help operators boost player engagement, reactivate existing customers and attract new audiences who have traditionally not participated in sports betting.
The discussion compared peer-to-peer (P2P) exchange platforms, such as Polymarket and Kalshi, with fixed-odds betting models.
While exchange-based platforms have fuelled much of the sector’s growth, participants noted their liquidity requirements, infrastructure demands and regulatory uncertainty make them difficult to replicate within regulated iGaming markets.
By contrast, fixed-odds prediction markets can be incorporated into existing sportsbook operations using established risk management and compliance processes.
“The discussion confirmed that operators are no longer asking whether prediction markets deserve attention. They are now looking for precise ways to evaluate the opportunity and implement it responsibly,” Alexander Kamenetskyi, Head of Operations at SOFTSWISS Sportsbook, said.
“That means understanding the commercial upside alongside the technical, regulatory, and risk management requirements before bringing a new product to market,” he added.
The panel also discussed player acquisition, with speakers saying the simple yes-or-no format of prediction markets could lower the barrier to entry for first-time bettors.
“The real question for operators is whether prediction markets will stand the test of time or remain a passing trend,” Pierre Lindh, Co-Founder and Managing Director of NEXT.io, said.
“What I see is a genuine opportunity to disrupt the sports betting model through binary options. Users want a simplified experience, and that’s exactly what prediction markets deliver,” he added.
Looking at regional trends, panellists concluded that Europe was unlikely to adopt the peer-to-peer model that has gained traction in the United States. Instead, the panel concluded that European operators are expected to develop prediction market products within existing regulated betting frameworks that support licensing and compliance requirements.
The full recording of the session is available on the SOFTSWISS LinkedIn page. More information about the SOFTSWISS Prediction Markets Platform is available on the Prediction Markets product page.