Kalshi and Polymarket court young female users with dedicated social accounts

Kalshi and Polymarket are using dedicated social media accounts to attract younger female users, according to gamblingharm.org. Both platforms accept registered users aged 18 and over, and the outreach comes as they seek to expand their customer bases amid court disputes over sports betting.

Female-focused accounts join broader promotion

Polymarket’s @PolyBaddies account launched on X, formerly Twitter, in September 2026 and had more than 2,100 followers at the time of the report. Kalshi followed in October with @KalshiGirls, which had fewer than 100 followers. Both displayed badges indicating company support, gamblingharm.org reported.

The outlet also noted that X changed its gambling promotion policy in February 2026, resulting in the removal of Kalshi badges. Beyond the dedicated accounts, both companies had networks of affiliated influencers promoting their products. One account carrying a Polymarket badge said she had put a paycheck into the platform.

Growth ambitions meet legal and harm concerns

Both platforms have experienced a surge in sports gambling volume. Gamblingharm.org described sports as the sector’s likely primary growth driver unless courts intervene. Kalshi was recently valued at $5 billion, while Polymarket reached a $9 billion valuation in October.

The platforms also offer wagers tied to pop culture, including the popularity of Taylor Swift’s new album. According to gamblingharm.org, no U.S. state permits its licensed betting apps to offer Taylor Swift bets, although some states have allowed wagering on awards ceremonies such as the Oscars. States with legal sports betting have asked courts to stop prediction-platform sports wagering, arguing that it is unregulated and illegal.

Gamblingharm.org warned of financial losses and addiction risks, particularly when gambling is accessible through mobile apps. It also highlighted a proposed Colorado project aimed at increasing young women’s awareness of problem gambling, which the outlet said could help reduce harm associated with prediction markets.

What it means for prediction markets

• Audience expansion is part of the growth strategy. The female-focused accounts extend existing influencer promotion, but follower totals alone do not establish how many users register or trade.
• Court outcomes remain central. The reported rise in sports volume makes legal challenges consequential for the sector’s principal anticipated source of growth.
• Product scope is a point of contention. Pop-culture contracts illustrate differences between prediction platforms and the offerings permitted on state-licensed betting apps.
• Growth and harm concerns overlap. The outreach puts user acquisition alongside questions about financial exposure and addiction, including among younger adults.