ADI Predictstreet has cracked the code to the prediction markets space in the UK by launching on the domestic Matchbook platform just in time for the World Cup.
Betting exchanges, which are a close cousin to prediction markets, have existed in the UK for a long time. One of them is Matchbook. However, an operator that has been built and branded as a prediction markets platform from the start like ADI Predictstreet is a first for the domestic market.
ADI received its licence in Gibraltar not so long ago, officially anchoring prediction markets on the European coast after a period of regulatory hostilities towards such operators.
Last year saw a wave of bans issued against Kalshi and Polymarket, the two biggest prediction markets platforms in the world with their homebase being the US – where the federal derivatives regulator, the Commodities Futures Trading Commission (CFTC), has a much friendly attitude to predictions than many of its European gambling regulator counterparts.
Regulators in countries like Romania, France, Belgium and Germany took a harsh stance against Kalshi and Polymarket, and prediction markets in general, due to the geopolitical events being offered on the two major platforms, i.e. the number of missiles fired in the Russia and Ukraine war.
ADI Predictstreet seems to have taken notice of this given that it only offers sports on its platform. The company also became the first and only official FIFA prediction markets partner for the 2026 FIFA World Cup.
Matchbook’s predictions vision gets off the ground
Minimising the controversy to basically zero seems to have been the right play for the operator, given that it has attracted the attention of Matchbook and its parent company, Triplebet, which also operates the easyBet brand.
EasyBet’s sportsbook became a predictions platform by repackaging its existing sportsbook as a predictions market back in January, using Matchbook’s platform.
Regarding licensing, there could be a potential shortcut for prediction market platforms here as well. Given that ADI Predictstreet is not licensed by the UK Gambling Commission, partnering with Matchbook removes the need to obtain a separate GC licence.
On the Commission’s public register, ADI Predictstreet is listed as a domain name covered by Matchbook owner Triplebet’s licence.
Ronan McDonagh, Chief Executive Officer of Matchbook, said: “This partnership with ADI Predictstreet is a significant moment for Matchbook and for the prediction market category more broadly.
“We already power easyBet Predictions in the UK, and with the addition of ADI Predictstreet at Matchbook we now operate the only exchange platform in the world running multiple licensed prediction market brands under a single regulatory framework.
“That is not a position any other operator can claim. Prediction markets represent the next evolution of what an exchange can be — accessible, intelligent, and genuinely more fair for the customer. Combining Matchbook’s two decades of exchange infrastructure with ADI Predictstreet’s FIFA World Cup 2026 partnership creates something genuinely new for sports fans in our markets. We are proud to be part of it.”
The B2B deal will also be available to fans in Ireland. Prediction options include a Yes/No selection on a wide range of World Cup markets, such as tournament winner, group-stage outcomes, top scorers, and in-play predictions. All 104 games will be streamed on the platform as well.
The deal further extends Matchbook’s reach in predictions following the launch of its B2B platform in December.
Matchbook became the first in the UK to do so, though it stated at the time that its long-term target was the US, which has been established as the most valuable market for predictions globally, driven by demand in states like California and Texas.
Dimitrios Psarrakis, CEO of ADI Predictstreet, added: “As the official prediction market partner of FIFA World Cup 2026, finding the right partners to bring prediction markets to scale across key global territories is central to our strategy.”
