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What the World Cup prediction-market boom tells us about the future of fan engagement
The surge in prediction markets during the World Cup points to a broader shift in fan behaviour, with rights holders increasingly challenged to turn passive audiences into active participants through prediction, gamification and first-party digital experiences.
Published 6 Jul 2026Curated by Transfer Window
Summary
The surge in prediction markets during the World Cup points to a broader shift in fan behaviour, with rights holders increasingly challenged to turn passive audiences into active participants through prediction, gamification and first-party digital experiences.