Margin Points - Arnold Engel<br>Instagram could turn gender reveals into prediction markets<br>Meta is working on a prediction market called Arena. I can see it incorporated into Instagram and Facebook, coming soon. The name connotes sports, and I’m sure they’ll do that too, but why not really leverage the advantages that come with all the content and the relationships with creators they have.

On Instagram, they can take a gender reveal video and slap pink and baby-blue buttons under it and wham, you’ve got one of the more popular pieces of content on Instagram now built for social betting.

Instagram can grow the in-app gambling through creators already on the platform. It can offer creators a share of exchange fees on markets they create, promote, or pump. Instagram might not need to pay anything—creators might decide the algorithm is smiling kindly enough on engaging with Arena that they just choose to promote it to expand their own reach.

Going live on Instagram from your kid’s Little League game? Well—now your followers can speculate on whether little Jimmy can get a hit.1

Much ink has been spilled on Polymarket and Kalshi working with influencers to pump markets. Meta has a built-in platform for mega-influencers to share and potentially monetize markets around their lives and interests. Which dirty soda flavor will I be slurping today? Will I be divorced by the end of the year?

Meta has huge distribution and better targeting than anyone (except maybe TikTok). Instagram already knows your favorite sports and teams. They have your attention. They have a real social element. Arena could be additive to their other engagement metrics. More time in app. More commenting. High retention.

Kalshi and Polymarket have both leaned into social elements of the trading, but it would obviously be mogged by the social graph that Meta brings to the table. Arena wouldn’t even need to be that successful to have an impact on Kalshi and Polymarket and Robinhood. Presumably, all the influencers that are paid to promote other prediction markets will see their reach throttled on Instagram. There’s always TikTok for them to pretend to win money on bets they didn’t actually make.

Arena might help the other prediction markets by continuing to move the Overton window on sports betting. Kalshi/Polymarket/Robinhood might also benefit if Meta decides to move quickly and buy Novig (up-and-coming sports-only competitor) which would knock out a well-funded competitor with traction.

Meta could also buy Fanatics for a parlay bet. You’d get a fully regulated U.S. exchange2 to take real money wagers and you’d get the merchandise business as well for deeper sports activations. That’s a sub-$20B acquisition for Meta. It also comes with a World Cup sponsorship.3

Don’t read anything into the fact that Meta is starting with an ‘internet points’ version which doesn’t involve betting real money.4 This allows them to move faster and experiment gleefully.

They’ll figure out the best way to ring the register with real money soon enough. Don’t believe that? Of course, you can bet on it…

Footnotes

The CFTC, who regulates prediction markets, has weighed in to block betting on Little League games. In theory there are markets to be had on whether little (or not so little) Frank’s birthday is what it says on the birth certificate he produced and his dad notarized or if that is a fake. ↩

Via the Crypto.com partnership Fanatics has in place ↩

Maybe still enough time to get that deal done before the final? ↩

Basically like Manifold Markets ↩

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