How does a new prediction market startup stand out against giants like Kalshi and Polymarket? By bringing in Sydney Sweeney. The actress starred in Novig’s ‘Just Sports’ campaign, where she explained why the platform sticks strictly to sports event contracts and avoids betting on politics, wars, or deaths. This straightforward approach is exactly what motivated Sweeney to buy into the company as an investor. The marketing gamble paid off in a big way. Between 20 days before and after the campaign dropped, Novig’s trading volume jumped nearly 94%, and first-time depositors surged by over 218%. Monthly active users went up by 96%, while app downloads spiked by 187%. The campaign did spark some controversy, drawing criticism from female athletes who felt the racy ad hurt the perception of women in sports. Co-founder Jacob Fortinsky said the goal was simply to highlight what Novig offers, and he respects the pushback while standing by the work. He noted that the team are big fans of women’s sports. Outside of the ads, Novig is making bold moves to protect its business, like suing states over regulation and restricting the platform to users aged 21 and older. These choices reflect a company culture that isn’t afraid to take big risks. With a new funding round putting its valuation at $2 billion, Novig is showing that a splashy campaign and a clear brand message can drive explosive growth.
