Novig's Trading Volume Surges After Sydney Sweeney-Backed Campaign
Novig, a federally regulated prediction market platform launched in early August, experienced significant growth following the launch of its provocative 'Just Sports' ad campaign starring actress Sydney Sweeney. In the 20 days before and after September 9—the date of the campaign's release—trading volume increased by nearly 94%, first-time depositors surged over 218%, app downloads rose more than 187%, and active users grew significantly month-over-month and year-over-year. The ad, which focused on sports event contracts while avoiding topics like war or politics, drew criticism from some female athletes who felt it undermined progress in women's sports. Co-founder Jacob Fortinsky defended the campaign as a bold marketing move to highlight Novig’s offerings rather than represent athletes directly. The company also faces legal challenges with states over regulation and has chosen to restrict users to those aged 21 or older, unlike competitors Kalshi and Polymarket. Novig is currently raising capital at an estimated $2 billion valuation following a $75 million Series B round in February that valued the firm at $500 million. Fortinsky emphasized Novig’s culture of aggressive risk-taking to stand out in a competitive market.
Topics: celebrity endorsements marketing campaigns prediction markets user growth