Kalshi Gains 3 Million Users as Prediction Market Rides World Cup Wave

Company leans into soccer-themed ads and tournament partnerships to expand its user base

Prediction market Kalshi has added 3 million new users, capitalizing on surging interest around the World Cup, according to CNBC.

The platform, which allows users to bet on the outcome of real-world events, has rolled out advertising campaigns featuring soccer players and struck a partnership to display its brand more prominently throughout the tournament.

The growth underscores how prediction markets are moving further into mainstream sports culture, using major global events to attract new customers beyond their traditional base of political and financial bettors. Kalshi's expansion comes as prediction markets have drawn growing attention — and scrutiny — as they push into sports wagering, an area long dominated by traditional sportsbooks.

The World Cup, watched by hundreds of millions of fans worldwide, has offered Kalshi a high-visibility stage to build brand recognition, positioning the company to compete more directly with established betting platforms as interest in event-based trading continues to grow.

— Compiled from reporting by CNBC.