It’s possible this is the future of the industry.

The big money maker in prediction markets is combos or parlays in traditional sports betting. The market for these types of bets is tiny so you need Wall Street firms like Susquehanna to come in and provide liquidity which is what they do for Kalshi.

What this means in practice is you don’t place a bet with fixed odds, it’s more like placing a market order on a stock.

If a Sportsbook could effectively give custom odds on each bet for each player based on the market it would essentially be what prediction markets do today.