Novig and Underdog grab 35.5% and 48.3% combo shares in EKG prediction market data
EKG data shows Novig and Underdog hold 35.5% and 48.3% combo shares in prediction markets respectively. Novig ranked fourth overall. Crypto.com also appeared in the data. The two sportsbook-born platforms have grown quickly despite launching their prediction market products relatively recently. Combo share measures combined activity across related contracts or markets. The figures suggest newer entrants are capturing significant position against established prediction market venues.
Novig's 35.5% combo share proves its $125 million opening week was not a one-off spike. The platform has translated sportsbook user flow into sustained prediction market depth. Underdog's 48.3% share makes it the dominant combo venue, but Novig's fourth-place ranking after a recent launch creates immediate competitive pressure. Kalshi and Polymarket must now defend sports contract share against two well-capitalized entrants with converted user bases.
Novig's five-state preemption lawsuits add a legal dimension: if federal courts validate the strategy, rivals face geographic barriers they cannot quickly replicate. The NFL season will test whether Novig retains its share against Kalshi's new US Open exclusivity and tournament-level inventory. Sustained combo share above 30% through September would force incumbents to match Novig's product speed or cede the sports vertical entirely.