Novig Sees 94% Surge in Trading Volume Following Sydney Sweeney Campaign

MIAMI — October 3, 2026

In a remarkable turn of events, Novig, a federally regulated prediction market platform, has reported a staggering 94% surge in trading volume and a 218% increase in first-time depositors following the launch of its “Just Sports” campaign featuring actress Sydney Sweeney. This development, confirmed by Novig co-founder Jacob Fortinsky, highlights the profound impact that celebrity endorsements can have on emerging businesses in competitive sectors.

The campaign, which debuted on September 9, 2026, coincided with the start of the NFL season, a strategic timing that likely contributed to the heightened interest in sports event contracts. Fortinsky noted that active users climbed 96% month-over-month and 260% year-over-year in September, while app downloads surged by more than 187%. These figures reflect a significant uptick in user engagement, positioning Novig as a formidable player in the prediction market industry, which includes established competitors like Kalshi and Polymarket.

Novig’s unique approach, as articulated by Sweeney in the campaign, emphasizes a commitment to ethical betting practices, explicitly avoiding contracts related to wars, deaths, or political events. This focus on responsible engagement appears to resonate with users, as evidenced by the platform’s rapid growth. Fortinsky stated, “We honestly were very happy with … how positive the overall reception of the campaign was,” despite some backlash from female athletes who felt the advertisement undermined progress in the perception of women in sports.

The backlash, while notable, has not overshadowed the campaign’s success. Fortinsky acknowledged the differing opinions but maintained that the ad’s primary goal was to clarify Novig’s offerings rather than to represent female athletes. The company, which only allows users aged 21 and over, is also navigating legal challenges, having filed lawsuits against multiple states asserting that they cannot regulate its sports event contracts.

As Novig prepares for its next funding round, reportedly aiming for a valuation of $2 billion, the company is building on its aggressive risk-taking culture. In February 2026, Novig raised $75 million in a Series B funding round, which valued the company at $500 million. The current surge in trading volume and user engagement may bolster its position as it seeks additional investment.

This development is significant not only for Novig but also for the broader prediction market industry, as it underscores the potential for celebrity influence in driving business growth. As the market evolves, Novig’s ability to maintain its momentum while addressing regulatory challenges will be closely watched by industry stakeholders.

Looking ahead, Novig’s trajectory will likely depend on its capacity to sustain user engagement and navigate the competitive landscape, particularly as it seeks to expand its market share and attract further investment. The coming months will be critical as the company balances growth with its commitment to ethical practices in the prediction market space.

Source: CNBC