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Betfair, part of Flutter Entertainment, has not built a separate market from scratch here. Instead, it has taken the existing Exchange engine and wrapped it in a new front end called Betfair Predicts, now in beta with a limited group of U.K. users.
Good to Know
The sharper point comes later, not first. Betfair Predicts looks new, but the pipes underneath are familiar. Customers are still trading against other users in a peer-to-peer format, and the platform still runs on the liquidity already sitting inside Betfair Exchange.
That makes the launch less about a new product category and more about presentation. Betfair says the idea is to give customers a simpler and more intuitive route into prediction-style markets, where outcomes are framed around “Yes” and “No” contracts rather than standard sportsbook odds.
That difference matters. On Betfair Exchange, users trade positions that reflect real-time customer sentiment. On the Sportsbook side, bettors face prices set by the house. So even with the new look, Predicts still sits much closer to an exchange than a sportsbook.
Betfair is also keeping the rollout small for now. A spokesperson said:
“We’re constantly testing new innovations, and Betfair Predicts is an example of this work. This is a BETA product that will evolve based on customer feedback.”
The company has also said the longer path for the platform depends on how users respond, though trader feedback so far suggests there is demand in the U.K.
The timing fits a broader U.K. prediction market conversation. Matchbook said last year it wanted to launch what it described as the first licensed prediction market platform in the U.K., while the local framework remains different from the U.S. In Britain, the UK Gambling Commission oversees gambling exchanges, and exchange operators can also fall within Financial Conduct Authority rules around financial spread betting and binary options restrictions.