ATTENTION: Are Polymarket and Kalshi coming for your players?
Gmonitor puts under the magnifying glass who gains ground, who moves and where
Are predictive markets capturing demand from bookmakers, which operators are preparing to enter this business, and where are there real opportunities? Gmonitor sets out how its competitive intelligence can help answer all three questions.
Polymarket and Kalshi have burst onto the bookmakers' radar with an uncomfortable question: are they attracting users who were previously looking for entertainment from traditional operators? While regulators debate the fit of predictive markets, large providers such as Sportradar have already found commercial opportunities in this new scenario. And for operators, anticipating the movements of the competition is starting to be as important as knowing their own results.
In this context, Gmonitor can help transform uncertainty into useful information for decision-making, taking advantage of its competitive intelligence capabilities to analyze the evolution of brands, identify new entrants and evaluate the markets in which it may be interesting to position yourself.
Sportradar's expansion into predictive markets, with the expansion of its partnership with Polymarket to more than 20 international sports leagues and competitions, shows that traditional companies in the industry are finding new business opportunities.
But it also raises a question for bookmakers: what happens when new platforms appear capable of competing for users' attention?
Gmonitor already has tools to analyse the evolution of brands' search interest and compare their competitive positioning. Its Brand Index, previously presented by INFOPLAY, makes it possible to identify which operators are gaining visibility, which are declining and how the distribution of digital attention is changing.
An extension of this methodology to platforms such as Polymarket and Kalshi would allow its evolution to be compared with that of traditional bookmakers.
Is interest in Polymarket increasing while searches for certain betting brands are decreasing? In which countries is this change taking place? Which operators maintain their ability to attract demand?
These are questions that can be investigated using comparative search and positioning data.
Of course, Gmonitor distinguishes between digital demand signals and the effective loss of customers. The fact that Polymarket or Kalshi win searches does not necessarily mean that they are snatching players from bookmakers. To demonstrate this transfer, additional data on users, acquisition and commercial behavior would be necessary.
The second big question is to know which traditional competitors are preparing to enter predictive markets.
Technology deals, new products, and business reorganizations are revealing moves that could transform the competitive map.
Sportradar itself is an example of how an established provider can adapt its services to take advantage of a new business category. Hacksaw Gaming has also announced a specific division, Hacksaw Markets, and a reorganization of its management to boost this activity.
For bookmakers, identifying these movements before they are reflected in financial results can be particularly valuable.
Gmonitor already analyzes promotions, commercial campaigns, game positioning and competitor movements. The incorporation of specific monitoring of business agreements, technology announcements and launches related to predictive markets would allow this competitive intelligence to be extended to new entrants in the sector.
It would be about helping operators to know who is developing new products, what technology partners they are working with and what commercial strategies they are starting to deploy.
Because finding out that a competitor is entering a business when they have already closed their alliances can mean arriving too late.
And there is still a third question, especially relevant for Spanish operators: in which markets should it act and where may regulatory obstacles appear?
The international expansion of predictive markets is taking place in an environment of significant legal differences between jurisdictions. What may be viable in one country does not necessarily have the same treatment in another.
Spain offers a very significant example.
In addition, the regulator opened disciplinary proceedings against Polymarket and Kalshi and ordered the blocking of their websites as a precautionary measure, for their possible operation without the required administrative authorization.
This situation demonstrates that business opportunity and regulatory risk must be analyzed together.
Gmonitor can incorporate alerts and regulatory developments into your competitive reports, relating them to the movements of companies and suppliers to help identify where there are business opportunities and what restrictions need to be taken into account.
The platform is not a substitute for legal advice or determines the legality of a product itself, but it can help give management a more complete view before making business decisions.
And here comes an opportunity for Gmonitor itself: to apply its current capabilities to a new area of market intelligence.
Its technology already makes it possible to study brands, digital demand, competitive positioning, promotions and operator evolution. Extending coverage to predictive markets would mean developing specific monitoring of platforms such as Polymarket and Kalshi, their commercial relationships and the regulatory conditions of the countries in which they operate or intend to operate.
The objective would not be to anticipate the outcome of a match, an election or any other event that could become a predictive contract.
It would be to anticipate what may happen with the competition, who is conquering the attention of the market and what opportunities or threats are beginning to emerge for traditional operators.
In an industry accustomed to policing quotas, bonuses, catalogs, and ad campaigns, the growth of predictive markets introduces new competitors, new vendors, and business models that are still defining their rules.
For operators, having comparable information on these transformations can help them decide whether to explore alliances, strengthen their current products, enter new markets, or focus their investments on those where they maintain competitive advantages.
Are Polymarket and Kalshi capturing a demand that previously belonged to bookmakers? Who is preparing the next move? And where should you position yourself before the others?
Gmonitor can help investigate these issues from competitive intelligence and data analysis, with specific coverage that allows real opportunities to be distinguished from simple expectations.
Because in a market that is changing, the advantage is not always in being the first to enter, but in knowing what is happening before everyone else.
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