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Is there really a pricing revolution within prediction markets?
Sebastien Sabic, Co-Founder and CSO at Moon Intelligence, explores why prediction platforms need to shift their focus to combatting pricing inefficiencies, or risk being left behind by traditional sportsbooks.
The rise of prediction markets has been heralded as the ultimate democratiser of information. The narrative is simple: by allowing retail participants to trade on outcomes, we create a more accurate, decentralised ‘wisdom of the crowd’ environment reminiscent of the early exchange model.
However, a closer look at the infrastructure of these markets suggests that the pricing is not as revolutionary as it seems. In practice, prediction markets are often just a mirror reflecting the same sharp bookmaking giants, market makers, and institutions that have dominated the landscape for decades.
It is a common belief that retail activity on prediction markets is a new force in price movement. While retail volume absolutely impacts pricing, this is not a new phenomenon. Sharp bookmakers have always adjusted their lines based on retail flow. The difference is that prediction markets make this tug of war visible on a public ledger.
While the bets placed by retail users on prediction markets can impact pricing substantially, they do not necessarily do so more than in the realm of traditional sportsbooks. The engine has moved to a new chassis, but the horsepower remains roughly the same.
There is a persistent misconception among peers, which is the idea that on a prediction market, individuals are simply betting against another retail user in a vacuum. This suggests that predictions are a separate market from bookmakers.
In reality, the two are inextricably linked. Market makers on prediction markets typically derive their pricing directly from sharp bookmaker feeds. In many cases, the market makers providing liquidity on a prediction market are the exact same institutions running the sharp books. If the price moves at a major Asian bookmaker, the prediction market price will follow in milliseconds, regardless of what the ‘wisdom of the crowd’ thinks.
If Prediction Markets are just following sharp books, why do they often look like they have better pricing? It comes down to the market maker’s mandate.
On a traditional platform, a bookmaker can rely on its brand notoriety, significant player base, or slick UI to attract volume, allowing them to bake in a higher margin, or vig. Within predictions, market makers are forced to compete on price alone to capture volume.
When comparing a major prediction market to an individual sharp book, the prediction platform often wins simply because it forces market makers to offer their best price to stay relevant in a transparent environment.
Sometimes, prediction market pricing does become uncorrelated from the sharp books. However, this is rarely due to superior wisdom. Instead, it is usually driven by friction.
If high fees make a prediction market less efficient, the only people left on the site are users who are not price sensitive. This often happens when a prediction market is internally funnelled. For example, a user on a financial brokerage app might see a prediction market as a fun add-on, much like a gamification widget on a casino or sportsbook, and bet there despite better odds available on other books, simply because the money is already in their account. This creates a small environment where pricing does not reflect the global reality.
Outside of a better price, the product lacks the depth of an established bookmaker. Typically, this extends to parlays, and same game offerings, which have quickly become the lifeblood of recreational betting, as well as prop bets, niche markets on popular sports, and of course, the user experience. Sportsbooks have spent an enormous sum on gamifying the betting experience, ensuring the process is enjoyable, easy, and engaging. Prediction markets lack a lot of this investment, offering a stripped-back product.
Without a pricing edge, net of fees it will be very hard for prediction markets to compete with bookmakers as the product and marketing will never be on par.
The post Is there really a pricing revolution within prediction markets? appeared first on Americas iGaming & Sports Betting News.
Award-winning sportsbook provider strengthens LATAM presence by integrating with leading iGaming platform ecosystem ahead of the 2026 FIFA World Cup
2, June 2026: Altenar, a leading sportsbook provider, has partnered with Atlaslive to integrate its fully managed sportsbook into the company’s iGaming platform ecosystem, expanding access to its award-winning sports betting technology for operators across Latin America.
Through the integration, Atlaslive-powered operators will gain access to Altenar’s complete sportsbook solution alongside the platform’s existing infrastructure, enabling operators to choose the sportsbook configuration that best aligns with their market strategy, regulatory requirements, and player acquisition goals.
The partnership further strengthens Altenar’s presence across LATAM and supports its strategy of making flexible, high-performance sportsbook technology available through leading platform providers. By combining Altenar’s sportsbook capabilities with Atlaslive’s scalable platform environment, operators benefit from greater deployment flexibility without compromising on performance, trading depth, or operational efficiency.
With the 2026 FIFA World Cup approaching, demand for scalable and reliable sportsbook technology is expected to increase significantly. The integration positions operators to capitalise on one of the highest-volume periods in the sports betting calendar with reduced implementation timelines and a proven sportsbook solution designed to perform under peak demand.
Altenar currently operates across more than 50 regulated jurisdictions and holds licences from major regulatory authorities including the UKGC, MGA and AGCO. Most recently, the company was recognised as Best Online Sportsbook Provider at the SiGMA South America Awards 2026, following its Sportsbook Supplier of the Year win at the SBC Awards Latinoamérica 2024.
Frederico Caputi, Senior Sales Manager at Altenar, said:
“We are pleased to partner with Atlaslive and bring our sportsbook technology to their growing operator network. This integration expands the reach of our fully managed sportsbook solution while giving operators more flexibility in how they build and scale their sports betting offering.
“Through this collaboration, operators gain access to a proven sportsbook product that combines live betting capabilities, advanced risk management, and extensive sports content with the speed and scalability required to succeed in competitive markets.”
Volodymyr Taftai, Country Director for Brazil at Atlaslive, added:
“Giving operators real choice in how they build their sportsbook is a competitive advantage – for them and for us. Altenar’s track record across regulated markets and their depth in risk management and trading make them the right partner to start with. We’re expanding our platform into a multi-sportsbook ecosystem because that’s what operators in today’s market need: flexibility without compromise on quality.”
The agreement reinforces Altenar’s commitment to building an open and adaptable sportsbook ecosystem that enables operators and platform providers to deliver differentiated sports betting experiences across regulated markets worldwide.
The post Altenar partners with Atlaslive to expand sportsbook offering across LATAM appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Award cites engagement features in EGT Digital’s Sportsbook, including Jackpot Sport and an Early Payout Suite.
EGT Digital has won the Sportsbook Player Experience Innovation award at the SiGMA Asia Awards 2026, the company said.
According to EGT Digital, the award recognises engagement features built into its Sportsbook product, aimed at combining live betting, gamification and real-time rewards in a single user experience.
The company highlighted Jackpot Sport, which it describes as a progressive jackpot integrated into live betting. EGT Digital said qualifying in-play bets also act as entries into a jackpot pool.
EGT Digital also pointed to its Early Payout Suite, which it said enables selected bets to settle before full time in specific match scenarios. The company said these features sit alongside its integration models, personalisation tools and promotional mechanics.
The post EGT Digital wins Sportsbook Player Experience Innovation at SiGMA Asia Awards 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Award-winning sportsbook provider strengthens LATAM presence by integrating with leading iGaming platform ecosystem ahead of the 2026 FIFA World Cup
2, June 2026: Altenar, a leading sportsbook provider, has partnered with Atlaslive to integrate its fully managed sportsbook into the company’s iGaming platform ecosystem, expanding access to its award-winning sports betting technology for operators across Latin America.
Through the integration, Atlaslive-powered operators will gain access to Altenar’s complete sportsbook solution alongside the platform’s existing infrastructure, enabling operators to choose the sportsbook configuration that best aligns with their market strategy, regulatory requirements, and player acquisition goals.
The partnership further strengthens Altenar’s presence across LATAM and supports its strategy of making flexible, high-performance sportsbook technology available through leading platform providers. By combining Altenar’s sportsbook capabilities with Atlaslive’s scalable platform environment, operators benefit from greater deployment flexibility without compromising on performance, trading depth, or operational efficiency.
With the 2026 FIFA World Cup approaching, demand for scalable and reliable sportsbook technology is expected to increase significantly. The integration positions operators to capitalise on one of the highest-volume periods in the sports betting calendar with reduced implementation timelines and a proven sportsbook solution designed to perform under peak demand.
Altenar currently operates across more than 50 regulated jurisdictions and holds licences from major regulatory authorities including the UKGC, MGA and AGCO. Most recently, the company was recognised as Best Online Sportsbook Provider at the SiGMA South America Awards 2026, following its Sportsbook Supplier of the Year win at the SBC Awards Latinoamérica 2024.
Frederico Caputi, Senior Sales Manager at Altenar, said:
“We are pleased to partner with Atlaslive and bring our sportsbook technology to their growing operator network. This integration expands the reach of our fully managed sportsbook solution while giving operators more flexibility in how they build and scale their sports betting offering.
“Through this collaboration, operators gain access to a proven sportsbook product that combines live betting capabilities, advanced risk management, and extensive sports content with the speed and scalability required to succeed in competitive markets.”
Volodymyr Taftai, Country Director for Brazil at Atlaslive, added:
“Giving operators real choice in how they build their sportsbook is a competitive advantage – for them and for us. Altenar’s track record across regulated markets and their depth in risk management and trading make them the right partner to start with. We’re expanding our platform into a multi-sportsbook ecosystem because that’s what operators in today’s market need: flexibility without compromise on quality.”
The agreement reinforces Altenar’s commitment to building an open and adaptable sportsbook ecosystem that enables operators and platform providers to deliver differentiated sports betting experiences across regulated markets worldwide.
The post Altenar partners with Atlaslive to expand sportsbook offering across LATAM appeared first on Americas iGaming & Sports Betting News.
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