BlueAlpha Vertical Benchmark
Gaming, Betting and Prediction Markets Paid Media Benchmark
(November 2026)
30 US gaming, betting and prediction market brands. Meta, Google and every paid channel in between. November 2026.
Data pulled November 2026 · Meta Ad Library · Google Ads Transparency Center · BuiltWith
Before you read
Read before you continue
Who’s in it.
30 gaming, betting and prediction market brands sold to US consumers, across four sub-verticals: sportsbooks (DraftKings, FanDuel, Fanatics Sportsbook, bet365, BetRivers, Hard Rock Bet, theScore Bet, Bally Bet, Fliff), games and social casino (Raid: Shadow Legends, Roblox, Gardenscapes, Big Fish Games, Slotomania, DoubleDown Casino, Monopoly GO), sweepstakes casino (Modo Casino, MyPrize, HelloMillions, CrownCoins Casino, RealPrize, Zula Casino, Funrize) and prediction markets and pick’em (Kalshi, Betr, Novig, Crypto.com, PrizePicks, Polymarket, Underdog).
What we pulled.
Every brand’s Meta Ad Library catalog, the ads in the Google Ads Transparency Center that point at each brand’s domain, and every ad pixel BuiltWith has detected on each brand’s website.
How it’s scored.
Every score uses fixed thresholds, not a curve, so a 75 means the same thing for every brand and all 30 sit on one scale. All 30 brands run Meta ads. Only 15 have ads in Google’s Transparency Center, so Google Health is scored for 15 brands. For the rest, ad health is Meta Health alone.
In this report
Key findings
The short version
01
The top of the table: Fanatics Sportsbook (78), Raid: Shadow Legends (76), Modo Casino (70), MyPrize (70) and Kalshi (69). The sector median is 56.
02
More channels did not buy better ads. 8 of the 13 brands running 5 or more paid platforms sit below the median for ad health. 10 of the 17 running 4 or fewer sit at or above it. The top 10 run a median 2 platforms and the bottom 10 run 5.
03
Leaders keep their Meta winners running. In the top 10, a median 8.5% of Meta ads die inside 14 days and 28.5% have run for 60 days or more. In the bottom 10 it’s 35% and 0%.
04
Google is mostly dark. All 30 brands run Meta ads. Only 15 have ads in Google’s Transparency Center, and 3 of them are in the top 10.
05
Sweepstakes casinos run the best Meta. Their median Meta Health is 72 and 3 of the 7 are in the top 10.
06
New channels are small and few. BuiltWith first saw 9 new paid tags in 12 months, across 6 brands. RealPrize added Criteo, StackAdapt and The Trade Desk on October 20 and runs 12 live platforms, the most in the set.
07
Measurement is moving off the website. All 30 brands run Meta ads, but only 11 sites still fire the Meta pixel, and 16 that once did have stopped. 19 of 30 run a mobile measurement partner.
01 · The 2x2
The gaming, betting and prediction markets 2x2
You’d expect a wide stack to buy better ads. Here it didn’t: 8 of the 13 brands running 5 or more paid platforms sit below median ad health, and only 5 brands land in Portfolio builders.
We plotted every brand on two things. Across the bottom: how many paid ad platforms show live activity, counting the ad libraries plus every ad pixel that fired in the last 90 days. Up the side: ad health, the average of each brand’s Meta Health and Google Health scores (Meta Health alone where there is no Google score). Both lines split at the sector median.
Channel breadth vs ad health
Fig. 1
Meta Ad Library, Google Ads Transparency Center, BuiltWith. Splits at sector medians: 4 platforms, 66.1 ad health.
10
Focused operators
4 or fewer, healthy ads
Fanatics Sportsbook, Modo Casino, Kalshi, Roblox, Bally Bet, Gardenscapes, HelloMillions, Betr, theScore Bet, Monopoly GO
5
Portfolio builders
5+ platforms, healthy ads
Raid: Shadow Legends, MyPrize, CrownCoins Casino, RealPrize, bet365
7
Under-built
4 or fewer, stretched ads
8
Spread thin
5+ platforms, stretched ads
Breadth and ad health don’t move together here (a correlation of -0.11). 8 of the 13 broad brands have stretched ads. The narrow end holds up better: 10 of the 17 brands running 4 or fewer platforms sit at or above median ad health, and Focused operators is the largest group.
RealPrize and HelloMillions mark the two ends. RealPrize runs 12 live platforms, the most in the set, and holds an ad health of 71. HelloMillions runs one, Meta, and has a Meta Health of 79.
02 · The leaderboard
The leaderboard
Overall score is the average of four parts: Meta Health, Google Health, format diversification and operating balance between the two platforms. Here’s the top 10.
| # | Brand | Sub-vertical | Overall | Meta Health | Google Health | Live platforms |
|---|---|---|---|---|---|---|
| 1 | Fanatics Sportsbook | Sportsbooks | 78 | 82 | - | 3 |
| 2 | Raid: Shadow Legends | Games and social casino | 76 | 66 | 90 | 5 |
| 3 | Modo Casino | Sweepstakes casino | 70 | 87 | - | 2 |
| 4 | MyPrize | Sweepstakes casino | 70 | 87 | - | 7 |
| 5 | Kalshi | Prediction markets and pick’em | 69 | 83 | 59 | 2 |
| 6 | Roblox | Games and social casino | 68 | 87 | 49 | 2 |
| 7 | Bally Bet | Sportsbooks | 68 | 66 | - | 2 |
| 8 | Gardenscapes | Games and social casino | 67 | 83 | - | 2 |
| 9 | HelloMillions | Sweepstakes casino | 65 | 79 | - | 1 |
| 10 | Betr | Prediction markets and pick’em | 62 | 75 | - | 4 |
| Sector median (30) | 56 | 67 | 48 (15 brands) | 4 |
Two routes to the top. Raid: Shadow Legends and MyPrize are Portfolio builders with 5 and 7 live platforms. The other eight run 4 or fewer, and HelloMillions gets to #9 on Meta alone. Seven of the ten have no Google Health score because no Google ads for them show in the Transparency Center, so their overall rests on the Meta side. Sweepstakes casino and games take three places each.
03 · What leaders do
What the leaders do differently
The gap between the top and bottom of the table isn’t volume. It shows up in how long Meta ads stay live.
Top 10 vs bottom 10
Fig. 2
Medians. Meta Ad Library.
On Meta, they keep their winners running
In the top 10, a median 8.5% of Meta ads die inside 14 days and 28.5% have run for 60 days or more. In the bottom 10 it’s 35% and 0%. 2 of the top 10 lose more than 20% of their Meta ads inside two weeks. 7 of the bottom 10 do, and 3 of those lose 90% or more.
Leaders still test. Their median 30-day launch rate is 17%, and HelloMillions launched 53% of its Meta ads in the last 30 days. The bottom 10 split in two: 5 launched 73% or more of their Meta ads in the last month, and 4 launched none. The bottom 10’s median 30-day launch rate is 53%, against 17% for the top 10.
Leaders also spread Meta across formats a little more. The median top-10 brand puts 73% of its Meta ads in its biggest format. The bottom 10 put 84.5%, and 4 of them run 90% or more in one format. 1 of the top 10 does.
On Google, the data thins out
Only 3 top-10 brands have ads in the Google Transparency Center: Raid: Shadow Legends, Kalshi and Roblox. 6 bottom-10 brands do. Among those, the top-10 trio launched a median 18% of their Google ads in the last 30 days and 28% over 90 days. 5 of the 6 bottom-10 brands launched none in the last 30 days. Counts this small are a hint, not a rule.
Video doesn’t split the groups here. The top-10 trio put 15%, 75% and 56% of their Google ads into video (Raid, Kalshi and Roblox). Three bottom-10 brands run 94% to 100% video on small Google programs.
The exception worth knowing
66
Meta Health
90
Google Health
Raid: Shadow Legends has the best Google Health in the set (90) on 1,000 to 2,000 Google ads, and 70% of the ads we sampled have run more than 180 days. Its Meta Health is 66, just under the sector median. Being the best in the sector on one platform doesn’t carry over to the other.
04 · Channels
Which channels they use
All 30 brands advertise on Meta, and Google’s Transparency Center shows ads for 15. After that, stacks split fast. Here’s what’s live on the 30 brands’ websites, counted by ad pixel:
| Channel | Brands live | Main platforms (brands) |
|---|---|---|
| Search and display | 24 | Google Ads (23), Microsoft Ads (12), Yahoo (1) |
| Social | 19 | TikTok (12), X (11), Meta (11), Reddit (11), Snapchat (8), Pinterest (2), LinkedIn (1) |
| Programmatic | 9 | The Trade Desk (5), Adform (2), Criteo (2), AppLovin, StackAdapt, MediaMath, Beeswax, Tribal Fusion, Viant (1 each) |
| Connected TV | 1 | Vibe (1) |
Brands (of 30) running each platform
Fig. 3
Meta and Google from their ad libraries. Other platforms from BuiltWith ad pixels seen in the last 90 days: a live integration, not proof of spend. Platforms with only 1 brand not shown.
Ad pixels: live vs went quiet
Fig. 4
BuiltWith, pulled 2026-11-07. Mobile measurement partners excluded. A quiet pixel means the site stopped reporting, not that the channel stopped.
The Meta gap. All 30 brands advertise on Meta, but only 11 of 30 websites fire the Meta pixel, 16 sites that once ran it have stopped and 3 never did: Roblox, HelloMillions and bet365. Roblox and HelloMillions still score 87 and 79 on Meta Health. Raid’s Meta pixel was last seen in November 2023 and Gardenscapes’ in November 2021, and they have 2,524 and 8,043 ads in the Meta Ad Library. Meta is most likely getting its signal from apps and server feeds, not the website.
Programmatic is thin and churning. 9 sites run a live programmatic pixel. The Trade Desk is live on 5 sites and has gone quiet on 7 more, Criteo is live on 2 and quiet on 5, and MediaMath is live on 1 and quiet on 6. Connected TV barely registers: MyPrize is the only site with a live CTV tag (Vibe), and Modo Casino’s Vibe and tvScientific tags both went quiet in February and March.
05 · What’s changing
What’s emerging, what’s going stale, what’s changing
Rule used: a pixel is live if BuiltWith saw it in the last 90 days. It went quiet if it hasn’t been seen for 90+ days. “Added” uses the first date BuiltWith detected it.
Emerging
A stack being built out. RealPrize added Criteo, StackAdapt and The Trade Desk on October 20 and runs 12 live platforms, the most in the set. 23% of its Meta ads went live in the last 30 days, against a sector median of 17%.
TikTok. bet365 added it on November 28, 2025, DoubleDown Casino on February 7 and Polymarket on February 10. It is live on 12 of 30 sites.
Snapchat and Microsoft Ads. Polymarket added Snapchat on April 19 and PrizePicks added Microsoft Ads on October 14.
Connected TV. MyPrize added Vibe on June 5. It is the only live CTV tag in the set.
Going stale
X. It went quiet on 5 sites in the last 12 months: HelloMillions (January 24), Modo Casino (March 10), Fanatics Sportsbook (March 19) and two others. Over the full history it has gone quiet on 10 of the 21 sites that ever ran it.
Google Ads, Reddit and TikTok tags. Google’s tag went quiet on 4 sites in the last 12 months, and Reddit’s and TikTok’s on 3 each. Betr’s Reddit tag was last seen July 27.
Legacy programmatic. MediaMath has gone quiet on 6 of the 7 sites that ever ran it, and Criteo on 5 of 7. Adform is the one platform on 2 or more sites that nobody dropped.
What’s changing
Tags are going quiet while ads keep running. Modo Casino’s Microsoft, Reddit, TikTok, X and Vibe tags were all last seen on March 10, and Modo still has 294 ads in the Meta Ad Library and a Meta Health of 87. None of these brands stopped advertising. Their measurement moved somewhere a crawler can’t see: server-side tagging, app SDKs, or both.
That moves one more piece of the measurement stack out of the brand’s own view and into the platforms’ reporting. 19 of the 30 brands run a mobile measurement partner (AppsFlyer on 16, Branch on 7, Adjust on 5, Kochava on 1). 11 run none, including 4 of the top 10: Modo Casino, Kalshi, Roblox and Gardenscapes.
06 · Creative
Creative and messaging
We labeled the top 15 Meta ads for each brand by what they lead with. 25 of the 30 brands are in this view.
Meta messaging mix
Fig. 5
Meta Ad Library, top ads per brand labeled by message, November 2026. Main message = share of top ads on the brand’s most-used message. Ranks 21–30 shown by sub-vertical. The five brands without labeled ads are not shown.
Leaders pick one message and commit. For the top-10 brands in this view, the main message takes a median 87% of their top ads. For the bottom 10 it’s 57%. 6 of the 7 leaders put at least half their top ads behind one message. 6 of the 10 bottom-10 brands do.
Price-led ads sit mostly outside the top 10. 7 of 25 brands lead with price or promo: Betr (93%), RealPrize (93%), Big Fish Games, Novig and theScore Bet (60% each), plus two bottom-10 brands. Betr is the only top-10 brand among them.
Feature-led is the leaders’ route. Kalshi (87%) and Bally Bet (93%) lead with what the product does. The median top-10 brand puts 26.7% of its top ads on features, against 13.3% for the bottom 10.
Use case works as a lead, rarely. MyPrize (87%) and Roblox (73%) lead with a use case or life moment, and so does one bottom-10 sportsbook. Gardenscapes puts 27% of its top ads there.
Nobody sells trust, and social proof is rare. 1 of 25 brands puts any trust or safety messaging into its top Meta ads: DraftKings, at 13%. 3 brands use social proof at all and none lead with it. In a category built on money and risk, that is a gap.
07 · Sub-verticals
By sub-vertical
| Sub-vertical (medians) | Overall | Meta Health | Google Health | Platforms | On Google | Video share | Ads per domain | Meta library ads |
|---|---|---|---|---|---|---|---|---|
| Sweepstakes casino | 59 | 72 | 25 (1) | 4 | 1 of 7 | 0% | 2 | 179 |
| Games and social casino | 59 | 66 | 65 (4) | 3 | 4 of 7 | 9% | 550 | 2,524 |
| Sportsbooks | 50 | 66 | 36 (4) | 5 | 4 of 9 | 0% | 54 | 464 |
| Prediction markets and pick’em | 49 | 65 | 25 (6) | 5 | 6 of 7 | 53% | 10.5 | 1,051 |
Google columns use only the brands that have ads in the Transparency Center. The number in brackets is how many brands the Google Health median rests on.
Sweepstakes casino is the strongest group on Meta (72) and has 3 of the top 10. Games and social casino has the biggest Meta libraries (a median 2,524 ads) and the best Google Health (65). Prediction markets and sportsbooks have 4 bottom-10 places each. Prediction markets are the group that shows up on Google: 6 of 7 have ads in the Transparency Center, against 4 of 9 sportsbooks and 1 of 7 sweepstakes casinos.
08 · What we’d do
What we’d do with this
The lesson from the 2x2 is that every channel is a position, and each one has to earn its size. The five Portfolio builders (Raid: Shadow Legends, MyPrize, CrownCoins Casino, RealPrize and bet365) are the only brands that are both broad and healthy. 8 of the 13 brands running 5 or more platforms aren’t. Width only pays when the core is healthy first.
Three things we’d act on if we ran growth at one of these brands:
1
Protect the Meta winners. If more than 20% of your Meta ads die inside two weeks, you’re testing without keeping what works. 2 of the top 10 do that and 7 of the bottom 10 do. The top 10 keep a median 28.5% of their Meta ads running 60 days or more. The bottom 10’s median is 0%.
2
Prove the new positions before you size them. The top 10 run a median 2 platforms and the bottom 10 run 5, so width isn’t what’s working. TikTok, Snapchat, programmatic and connected TV are where this sector added tags this year. Each is a good candidate for a geo holdout: turn it off in matched regions for three to four weeks and measure the incremental lift, instead of scaling on the platform’s own number and defending it after the fact.
3
Know where your measurement went. If your tags moved off the page, the platforms are now grading their own results. 16 of 30 sites have stopped firing the Meta pixel, and 11 of 30 brands run no mobile measurement partner. That’s fine as long as you have an independent read on what each dollar drives. Most of this sector doesn’t show one.
If you run growth at a gaming, betting or prediction market brand and want to see where you’d land on this chart, we’ll run your brand against the set.
Appendix A
Deeper findings
The detail behind the headline findings, plus the things that didn’t fit the main story but are worth knowing.
01
Other accounts run a big share of some brands’ Google ads. In the ads we sampled, Kalshi’s own account runs 54% of the Google ads pointing at its domain, Roblox’s 70% and Raid’s (under Plarium Global Ltd) 40%. The rest come from other accounts. Reporting from the brand’s own ad account misses all of that.
02
Raid’s Google program is old and still running. 70% of the Raid: Shadow Legends Google ads we sampled have run more than 180 days, and the median ad has been live 1,818 days. Its Google Health of 90 is the best in the set.
03
Catalog size and rank don’t line up. Gardenscapes has the biggest Meta catalog (8,043 ads) and is #8. Kalshi (3,133) is #5 and Raid: Shadow Legends (2,524) is #2. HelloMillions is #9 with 159.
04
A #7 rank on a small library. Bally Bet is #7 on a Meta library of 65 ads, the smallest in the top 10. It runs Meta and Microsoft Ads and nothing else we can see.
05
Healthy Meta without a live pixel. BuiltWith sees no live ad pixel on 5 sites. Two of them are Kalshi (#5, Meta Health 83) and HelloMillions (#9, Meta Health 79).
06
The top 10 split on mobile measurement. 6 of the top 10 run a mobile measurement partner and 4 don’t (Modo Casino, Kalshi, Roblox and Gardenscapes). 7 of the bottom 10 run one. Having one is not what separates the groups.
07
Trust is almost never the message. DraftKings is the one brand of 25 with trust or safety in its top Meta ads (13%). Sportsbooks and prediction markets spend on price, features and use cases.
08
The bottom 10 are two different problems. 5 launched 73% or more of their Meta ads in the last month, and 3 of them lose 90% or more inside two weeks. 4 launched nothing new in the last month.
09
Sweepstakes casinos run Google tags but show almost no Google ads. 5 of the 7 run a live Google Ads pixel, and only Zula Casino shows ads in the Transparency Center (2). Google shows up on their sites more than in the ad library.
Appendix B
Channel matrix
Live platforms from ad libraries plus pixels seen in the last 90 days. “Went quiet” lists pixels last seen between 12 months and 90 days ago. “Added” means first detected in the last 12 months.
| Brand | Live paid platforms | Went quiet | Added in last 12 months | Mobile measurement |
|---|---|---|---|---|
| Bally Bet | Meta, Microsoft Ads (2) | - | - | AppsFlyer |
| bet365 | Google Ads, Meta, Microsoft Ads, TikTok, X (5) | The Trade Desk (2026-04) | TikTok (2025-11) | AppsFlyer |
| Betr | Google Ads, Meta, TikTok, X (4) | Beeswax (2026-07), Reddit (2026-07), Snapchat (2026-07) | - | AppsFlyer |
| BetRivers | Google Ads, Meta, The Trade Desk, Viant, X (5) | - | - | Adjust, AppsFlyer, Kochava |
| Big Fish Games | Google Ads, Meta, Microsoft Ads (3) | Meta (2026-08) | - | - |
| CrownCoins Casino | AppLovin, Google Ads, Meta, Microsoft Ads, Reddit, TikTok, X (7) | - | - | - |
| Crypto.com | Google Ads, LinkedIn, MediaMath, Meta, Reddit, Snapchat, X (7) | TikTok (2025-11) | - | AppsFlyer, Branch |
| DoubleDown Casino | Google Ads, Meta, Microsoft Ads, TikTok (4) | - | TikTok (2026-02) | - |
| DraftKings | Google Ads, Meta, Microsoft Ads, Reddit, Snapchat, The Trade Desk, TikTok, X (8) | - | - | Adjust, Branch |
| Fanatics Sportsbook | Google Ads, Meta, Pinterest (3) | Dotomi (2026-02), X (2026-03), Meta (2026-05), Microsoft Ads (2026-05), Yahoo (2026-05) | - | Adjust, AppsFlyer |
| FanDuel | Beeswax, Google Ads, Meta, Microsoft Ads, Reddit, Snapchat, The Trade Desk, TikTok, Tribal Fusion, X, Yahoo (11) | - | - | AppsFlyer, Branch |
| Fliff | Google Ads, Meta (2) | - | - | - |
| Funrize | Google Ads, Meta, Reddit, TikTok (4) | - | - | - |
| Gardenscapes | Google Ads, Meta (2) | - | - | - |
| Hard Rock Bet | Google Ads, Meta, Microsoft Ads, Reddit, Snapchat, The Trade Desk (6) | - | - | AppsFlyer |
| HelloMillions | Meta (1) | X (2026-01) | - | AppsFlyer |
| Kalshi | Google Ads, Meta (2) | AppLovin (2026-05), Google Ads (2026-05), LinkedIn (2026-05), Reddit (2026-05), TikTok (2026-05), X (2026-05) | - | - |
| Modo Casino | Google Ads, Meta (2) | tvScientific (2026-02), Microsoft Ads (2026-03), Reddit (2026-03), TikTok (2026-03), Vibe (2026-03), X (2026-03), Intellimize (2026-04) | - | - |
| Monopoly GO | Criteo, Google Ads, Meta (3) | - | - | Adjust, Branch |
| MyPrize | Adform, Google Ads, Meta, Reddit, Snapchat, TikTok, Vibe (7) | AppLovin (2026-06) | Vibe (2026-06) | AppsFlyer |
| Novig | Google Ads, Meta, Reddit, TikTok, X (5) | - | - | AppsFlyer |
| Polymarket | Google Ads, Meta, Reddit, Snapchat, TikTok (5) | AdRoll (2025-12), X (2025-12), Google Ads (2026-02) | TikTok (2026-02), Snapchat (2026-04) | - |
| PrizePicks | Google Ads, Meta, Microsoft Ads, Reddit, Snapchat, X (6) | - | Microsoft Ads (2026-10) | AppsFlyer, Branch |
| Raid: Shadow Legends | Google Ads, Meta, Microsoft Ads, TikTok, X (5) | - | - | Adjust, AppsFlyer |
| RealPrize | Adform, Criteo, Google Ads, Meta, Microsoft Ads, Pinterest, Reddit, Snapchat, StackAdapt, The Trade Desk, TikTok, X (12) | - | Criteo (2026-10), StackAdapt (2026-10), The Trade Desk (2026-10) | AppsFlyer |
| Roblox | Google Ads, Meta (2) | - | - | - |
| Slotomania | Google Ads, Meta, Microsoft Ads (3) | - | - | AppsFlyer |
| theScore Bet | Meta (1) | Google Ads (2026-05) | - | Branch |
| Underdog | Google Ads, Meta (2) | Google Ads (2026-04) | - | AppsFlyer, Branch |
| Zula Casino | Google Ads, Meta (2) | - | - | - |
Built using public data from the Meta Ad Library, Google Ads Transparency Center and BuiltWith. BlueAlpha, November 2026.
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