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Sydney Sweeney Sent Novig’s Search Interest Soaring. Can It Last?

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The past week has been quite interesting for the prediction market sector, with discussion around Novig’s “Just Sports” campaign featuring Sydney Sweeney taking centre stage.

Did it hit the sweet spot? On visibility, the answer appears to be yes. On 8 September, Novig barely registered beside its larger rivals on Google Trends. Its US daily search index stood at 2, against 44 for Kalshi and 29 for Polymarket.

By Monday, 14 September, Novig had reached 100 in the same three-name comparison, ahead of Kalshi at 54 and Polymarket at 40. It stayed ahead of Kalshi for three days before falling back below it on Thursday.

For a brief window, the recently launched sports prediction markets exchange drew more US search interest than either rival. Whether that interest turns into regular traders is much harder to establish, only time can tell.

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