So-called “prediction” betting platforms, which allow registered users 18 and over, seek to grow use among a younger female audience.

Kalshi and Polymarket, the two leading companies in the space, each launched and/or officially endorsed social media accounts geared toward female users.

Polymarket was first, with a “@PolyBaddies” account on X (formerly Twitter) launching in September 2026. Kalshi followed in October with “@KalshiGirls”.

At the time of writing, @PolyBaddies had over 2,100 followers, while @KalshiGirls had fewer than 100. Both accounts had social media “badges” to signal company support. In February 2026, X changed its gambling promotion policy, which led to the removal of Kalshi badges.

Kalshi and Polymarket had networks of company-affiliated influencers posting content about their respective products.

While most of the content appeared relatively harmless, one Polymarket-badged account said she put a paycheck into the platform.

Why it Matters

Both prediction betting platforms have seen a surge in sports gambling volume.

Unless courts intervene, sports will be the main growth driver for the prediction market sector. Kalshi was recently valued at $5 billion. Polymarket hit a $9 billion valuation in October.

While some female users bet on sports, prediction gambling platforms also allow wagers on pop culture events, such as the popularity of Taylor Swift’s new album.

No U.S. state allows its licensed betting apps to offer bets on Taylor Swift, though some states have allowed betting on awards shows like the Oscars. States with legal sports betting have sought intervention from the courts to block what they argue is unregulated and illegal sports gambling on prediction platforms.

Combating Harm to Women Bettors

In Colorado, a proposed project would boost awareness of problem gambling among young women. This could help prevent harm from prediction markets.

As the legality of Kalshi and Polymarket plays out in the courts, the race is on to acquire new users as quickly as possible and justify the lofty valuations.

Whether it’s sports or pop culture, betting on prediction websites can cause harm. Any form of gambling can cause addiction, especially when done through a mobile app.

Parents of teens and young adults should be aware of the financial and addiction risks of these platforms. Kalshi and Polymarket are aggressively pursuing young female users via social media.