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How to play Trigger Happy
Throughout the ad, Novig throws shade on its rivals for offering niche markets on events such as the timeframe for when traders believe that Venezuelan President Nicolás Maduro will be removed from office. Unlike operators such as Kalshi and Polymarket, Novig has opted to limit its offerings to purely sports. “No betting on wars, or deaths…or politics,” Sweeney mused.
During the 2025-26 NBA season, Kalshi made waves by granting an equity stake to two-time league MVP Giannis Antetokounmpo. According to the Wall Street Journal, Sweeney’s representatives approached Novig to express interest as a potential investor. Eventually, the company granted her an undisclosed amount in equity. The increased role of celebrity endorsements in the space is a trend that will likely receive closer observation in the coming months.
During the second half of 2026, prediction markets have endured the wrath of a plethora of state governors, most notably Kathy Hochul of New York.
How to play Trigger Happy
One day before a primetime showdown between the University of Mississippi and Louisiana State University, the Tunica-Biloxi Tribe of Louisiana announced the launch of a tribal prediction market app. The new app, powered by Kalshi, will be launched through SaltTrade Derivatives, a newly established subdivision of a tribal-owned enterprise.
Through the collaboration, the tribe will draw upon Kalshi’s established infrastructure and market expertise to develop a distinct tribal-owned trading application, said Tunica-Biloxi Chairman Marshall Pierite in a statement.
“This partnership represents exactly the type of opportunity Indian Country should be pursuing, where Tribes are owners, innovators and leaders, not just participants,” he said. “For generations, the Tunica-Biloxi people have adapted, traded and built relationships that allowed our Nation to prosper. This initiative carries that tradition into the modern economy.”
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Polymarket has developed its media presence elsewhere. In January, it signed a deal with Dow Jones to provide its prediction market data to several of the publisher’s consumer platforms. The deal covers publications including The Wall Street Journal, Barron’s, MarketWatch and Investor’s Business Daily.
Prediction markets have become more and more intertwined with sports and entertainment businesses. Polymarket has agreements with Major League Baseball and Sportsradar. Sportsradar provides data and services for more than 20 sports leagues and competitions.
The company has also pursued partnerships outside the normal financial media. Its deals include relationships with major sports organizations and entertainment properties, signaling efforts to integrate prediction markets into mainstream content and information services.
