The 60th Super Bowl (Super Bowl LX) compresses a month's worth of gambling industry dynamics into one explosive week, with sports betting platforms, prediction markets, and regulatory bodies all taking intensive actions before the game starts. As the nationwide betting volume is expected to peak, issues such as combined contracts, advertising restrictions, and key legal hearings intertwine, potentially having a long-term impact on the competitive landscape of alternative betting products. Related Super Bowl gambling marketing and compliance operation cases can be referenced on the PASA official website.
Prediction Markets: New Product Launches + Advertising Breakthroughs
As the biggest betting event of the year, prediction market platforms are intensifying their efforts while addressing advertising restrictions:
Core New Product Dynamics
FanDuel and DraftKings: As leading sports betting platforms operating in the prediction markets, plan to launch combined contract products similar to "parlays" this week, targeting this popular betting type and likely attracting users from states where sports betting is not legalized;
Focus Points: New product launch timing, contract structure (pre-made vs. user-customized), and differences compared to traditional parlays are the industry's core focus;
Polymarket's Suspense: Kalshi has launched Super Bowl contracts covering champions, MVPs, and over 30 prop bets, with its international Super Bowl champion market trading volume nearing $700 million, but Polymarket's application in the US has yet to launch NFL-related contracts, with the industry eager to see if it will expand its offerings before the game.
Addressing Advertising Restrictions
NFL Ban: The league has prohibited prediction market ads from national Super Bowl broadcasts, but local affiliate stations might air different advertising resources, leaving room for regional placements;
Industry Observation: If platforms opt for localized placements, a "fragmented" marketing strategy similar to early sports betting marketing may form, with subsequent attention needed on regional advertising cases and responses from the league and regulatory bodies.
Pop Culture Contracts Heating Up
Popular Case: Kalshi's market on Bad Bunny's opening song has traded over $1.5 million, spawning related contracts like "collaborating artists" and "performance tracks";
Expansion Direction: Novel markets like halftime shows, celebrity appearances, and advertising brands continue to emerge, such as contracts on "whether Bad Bunny will say specific words" or "wear a skirt," becoming distinctive highlights of the prediction markets.
Sports Betting: Prop Betting Arms Race + Intensified Advertising Wars
Traditional sports betting platforms focus on expanding prop betting and advertising marketing to capture Super Bowl traffic:
Prop Betting "Involution"
Platform Actions: Caesars Sportsbook and others have already launched exclusive Super Bowl prop betting menus, covering player data, event occurrences, and novel outcomes;
Competition Focus: The timing of menu launches, richness of betting options, and maximum betting limits, with "the most comprehensive prop list ever" becoming a key marketing gimmick.
Resurgence of the Advertising Battlefield
Already Revealed Case: Fanatics has launched an advertisement featuring Kendall Jenner, sparking early discussions;
Pending Mysteries: FanDuel and DraftKings, having invested heavily in Super Bowl ads in recent years, although silent this year, are predicted to likely release new ads; whether the advertising messaging includes responsible gambling content and targets the prediction markets is worth watching;
Regulation and Legislation: Multi-State Coordination with Key Events
The Super Bowl week also welcomes multiple gambling-related regulatory hearings and legislative advancements, affecting the industry's long-term development:
Core Legal Hearings
Kalshi vs. Tennessee Case: A preliminary injunction hearing will be held on February 2. After the Tennessee Sports Betting Commission issued a cease order on January 9, Kalshi filed a lawsuit, and a federal judge has issued a temporary restraining order preventing the state government from enforcing related gambling regulations; Tennessee cites an adverse ruling against Kalshi in Massachusetts, claiming its "unclean hands," which may influence other states' regulatory attitudes towards sports-related prediction markets.
State-Level Legislative Dynamics
Maryland: A hearing for HB 295, targeting lottery-style, dual-currency online casino models, will be held on February 5. The bill, which did not pass committee review last year, will once again hear debates between regulatory bodies (advocating for the platforms' illegality) and industry representatives (supporting regulation over prohibition);
Multi-State Legislative Initiatives: Oklahoma (February 2), Oregon (February 2), Connecticut (February 4) are starting legislative sessions for 2026 this week, with Oklahoma having already submitted bills to ban lottery-style casinos and advance sports betting;
Bill Submission Deadlines: Kansas, New Mexico, South Dakota (February 4), Illinois (February 6), and the Colorado Senate (February 6) are approaching new bill submission deadlines, with gambling-related proposals under close observation.
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This article is from "PASA-Global iGaming Leaders," a gambling industry news channel:https://t.me/pasa_news
Original in-depth gambling channel:https://t.me/gamblingdeep
Free data reports: @pasa_research
PASA Matrix: @pasa002_bot
PASA official website: https://www.pasa.news
