Novig, a sports-focused prediction market, has barred under-21s and introduced formal responsible-trading rules as it seeks to distinguish itself from rivals such as Kalshi and Polymarket. Its founder, Jacob Fortinsky, says younger traders may be especially vulnerable to risky behaviour and financial harm, while the company wants to present itself as a serious financial product rather than a gambling-style service.

The platform recorded $18 million in trading volume on its first day and restricts marketing to adults, including through age-targeted TikTok advertising. However, its sports-only model leaves it highly exposed to US legal disputes over whether event contracts amount to illegal gambling: Novig has already sued four states seeking to prevent enforcement of their gambling laws, although recent court decisions have generally favoured state attorneys general.