Welcome back to Floor 9! In this episode, the Lab team breaks down the “betting on everything” trend, tracing the surge in sports betting and prediction markets and the spread of those mechanics across culture and business. 

Led by your host Tom Trudeau, the team discusses the trend’s many manifestations, from status-symbol collectibles to frictionless betting apps. Then we unpack why this boom is happening, and ask whether it’s sustainable for society, or even for the platforms monetizing this trend. We debate sports betting vs. prediction markets, what tighter guardrails might look like, and where brands should draw the line. The team also shares some brand-safe ways to play, including bragging-rights challenges and other loyalty-driven tactics, that capitalize on on this trend.

For an in-depth written POV on this trend, please click here.

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