Prediction markets promised better information and hired Hollywood

Sydney Sweeney is helping sell sports predictions, which is a pretty good indication that prediction markets have moved beyond the people who enjoy arguing about probability on the internet.Novig's Sept. 9 campaign announcement introduced the actress as a partner and equity holder in its sports-focused exchange. The campaign, called “Just Sports,” runs across digital, social, video, and outdoor advertising through football season. It's designed to get people to notice an app, recognize the brand, and give it a try, which is exactly what hiring someone as famous and popular as Sweeney is supposed to do.Without giving in to the controversy that surrounded the campaign, the next most interesting thing is what actually happens when users open the Novig app.Prediction markets offer a place to turn something you already enjoy, whether that's football, politics, or arguing about who'll win an award, into something you can trade. Your attention becomes a potential edge, and your opinion gets a price.That's a powerful pitch in a culture where everyone already spends hours keeping up with things. Maybe, just maybe, all that watching, scrolling, and arguing could finally pay?The industry also...