Sportsbooks expected to dominate NFL betting market amid prediction market growth

An analysis by Eilers & Krejcik Gaming suggests that traditional sportsbooks will maintain their dominance over the NFL betting market. The agency forecasts that the NFL will generate approximately $40.5 billion in betting this season, with $31.7 billion flowing through mainstream sportsbooks. Prediction markets are expected to account for about $8.4 billion, or roughly 21% of the total action.

While prediction markets attract a different demographic—including whales and sharp bettors who face restrictions on traditional platforms—they currently lack the sign-up bonuses used by legacy betting companies.

Concurrently, the National Council on Problem Gambling (NCPG) has raised concerns regarding the rapid growth of these platforms. NCPG President Derek Longmeier stated that prediction markets are functionally gambling and expose consumers to similar risks of addiction and financial harm. The organization noted that a Harris Poll found 85% of Americans believe people can develop unhealthy behaviors related to prediction market platforms, and 84% believe they should receive similar consumer protections to traditional gambling.