Global search interest in iGaming has increased eight times from 2023-2026, largely driven by the growth of content available via live streaming platforms.
Data from Stream Hatchet has shown that prediction markets are among the most popular topics that have led betting conversations on live streaming platforms, a trend that is unsurprising given the large amount of coverage that platforms such as Polymarket and Kalshi have attracted by the media in 2026.
On streaming platforms Twitch and Kick, Kalshi led chat mention rankings with 12,000 mentions, closely followed by Kalshi with 11,700 mentions, well ahead of sportsbooks like FanDuel (8,800 mentions) and PrizePicks (5,300).
As it stands, predictions markets are not considered gambling brands by the Commodity Futures Trading Commission (CFTC) and instead are considered to be financial trading instruments. Players are able to trade on the probability of real-world outcomes such as sports, politics, geopolitics and economic events.
However, the definition as a financial trading platform is one that has been contested by many state gambling regulators in the US.
As for non-predictions markets, Stake led the pack in terms of chat mentions, appearing in 6,600 stream titles – a huge 60% of all igaming brand mentions.
The next-highest gambling companies to rank in chat mentions were 1XBet (1,800), Betano (837) and Winamax (653). Combined, these three companies amassed 4,400 stream title mentions, significantly lower than Stake.
Stake’s dominance in the igaming industry is one that transcends just the brand’s popularity as a gambling platform. In recent years, the operator has secured huge sponsorship agreements with various musicians, sportspeople, teams, and events – including rapper Drake, Premier League team Everton FC and the Alfa Romeo F1 Team Stake.
Chat mentions have proved to be a crucial metric for both sportsbooks and prediction markets looking to grow their footprint among gen-Z and millennial audiences.
Appearing in live chat means that a viewer is actively engaged with the platform and, often, that a viewer is using the live streaming platform to either speculate on an event unfolding in real time, or engaging with fellow bettors watching the stream.
What this means for marketers
Chat mentions are no longer a metric that marketers can really afford to dismiss; brands should no longer be focusing their attention on simple impressions, but rather on active engagement.
When a brand appears in a live chat, it shows that an audience is discussing the company in real-time, with like-minded audiences. To capitalise on this, marketers should be focusing on creating conversational campaigns that encourage their viewers to speculate, ask questions and engage with live streams.
Another area to look at is the considerable gap between the mentions of brands like Stake and its closest competitors. The dominance of Stake has largely been attributed to the operator’s lifestyle and sports sponsorships, however it does raise an important consideration that igaming and betting brands must consider their approach to advertising.
Gone are the days of ‘scattergun’ advertising that aims to plaster a logo everywhere, all at once. Instead, a much more effective strategy has shown to be high-profile, well thought out partnerships that tap into popular culture.
To capture the gen-Z and millennial market, brands must embed themselves in the entertainment and sports subcultures those audiences already follow.
