Data from Grand View Research cites that the global sports betting market is projected to grow from $123.4 billion in 2026 to $236 billion by 2033. That's a compound annual growth rate of 9.7%. That would seem to be bullish for a company like Genius Sports (NYSE: GENI).
The London-based company is a "picks-and-shovels" play for the sports betting world. It provides what the market needs the most: raw data.
Unfortunately, its advantageous position hasn't prevented this $1.5 billion company from being a market laggard, alongside other gambling stocks. GENI is down about 48% this year, while the S&P 500 is up about 12%.
However, JPMorgan Chase seems to believe the market may have the story wrong. JPM analysts recently initiated coverage on GENI with an Overweight rating and an $8 price target. That's below the consensus price target of $11.25 as of this writing, but it's nearly 40% above recent prices.
Analyst Samuel Nielsen cited an upside from prediction markets that Wall Street hasn't built into its forecasts. He also noted the company's improving free cash flow and growth that outpaces the market.
What Does Genius Sports Do?
Genius Sports captures live game data and sells it to the businesses that need it. Customers include leagues, sportsbooks, broadcasters, and advertisers. The company works with more than 1,000 partners, including the National Football League (NFL), the English Premier League, DraftKings (NASDAQ: DKNG), FanDuel, and ESPN.
The crown jewel is the NFL. Genius is the league's exclusive distributor of official data, a deal that runs through the 2029 season. That data powers over 98% of the legal U.S. sports betting market.
Earlier this year, Genius closed its $1.2 billion acquisition of Legend, a digital media network that includes Covers.com. Legend gives Genius a direct line to fans and advertisers. It also added debt and gave skeptics a reason to doubt the story.
Prediction Markets Change the Game for Sportsbooks
The popularity of prediction markets such as Kalshi and Polymarket is a headache for traditional sports betting companies like DraftKings, Flutter Entertainment (NYSE: FLUT), the parent company of FanDuel, and MGM International (NYSE: MGM). JPMorgan pegs the prediction-market opportunity at $30 million to $35 million in added EBITDA at maturity. It also sees revenue growing about 18% a year through 2028.
The issue is consumer preference. In a traditional sportsbook, the underlying company is the "house." In prediction markets, there is no defined house. Prices and odds are driven by the collective opinion of participants. And because they operate as federally regulated exchanges, prediction markets can reach bettors that state-licensed sportsbooks can't.
But that cuts both ways. For example, the NFL has declined to name an official prediction markets sponsor and doesn't permit advertising for prediction markets during its broadcasts.
On Sept. 3, NFL Chief Compliance Officer Sabrina Perel sent a letter asking Kalshi, Polymarket and others to remove contracts the league considers objectionable. These include outcomes a single player could manipulate, officiating decisions, and player availability. The league says these contracts threaten the integrity of its games.
Genius Stays Above the Fray
Genius Sports gives exposure to this growing market without having to pick which app wins. But GENI is being traded as if it's a sports betting site. That's the opportunity for investors. The company is in the data business. It's agnostic to which platform gets the data or who controls the "vig" on the bets. That's a different model, and one that the markets may be underappreciating.
Evidence of that sentiment came in August. Genius signed separate deals with Kalshi and Polymarket for official data, integrity services, and marketing. Both exchanges use Genius data to settle sports event contracts. The deals center on soccer, including the Premier League, Serie A and Liga MX. That lets Genius grow in prediction markets without waiting for the NFL.
Genius then launched Prediction.com on Sept. 17. According to the company's press release, the site lets users compare equivalent event contracts across multiple prediction platforms. It also tracks how probabilities shift as games unfold and prices multi-leg combinations across venues. Legend built the platform, an early sign of how Genius plans to put that acquisition to work.
What the Bears Are Watching
The bull case isn't without risks. Genius carries about $821 million in acquisition debt against roughly $155 million in cash, largely due to the Legend deal. It's still unprofitable on a GAAP basis, and its share count has grown about 11% in a year. Short sellers have taken notice. About 18% of the float is sold short.
Competition is another concern. Rival Sportradar Group (NASDAQ: SRAD) signed similar deals with Kalshi and Polymarket in June. Genius isn't the only data supplier chasing this opportunity.
The Next Test Comes in November
Shares gapped higher on JPMorgan's initiation, but have settled since.The next catalyst is third-quarter earnings, expected Nov. 3. Management has guided for about $260 million in revenue and $85 million in adjusted EBITDA.
A clean quarter with more detail on prediction-market revenue could narrow the gap between perception and fundamentals. With so much short interest, the move could be sharp in either direction. JPMorgan is betting it goes up.
The article "JPMorgan Bets on Genius Sports as the Market Loses Patience" first appeared on MarketBeat.
