EKG Data Reveals Novig and Underdog Securing 35.5 Percent and 48.3 Percent Combo Shares in Prediction Markets
TL;DR — EKG data shows Underdog at 48.3% and Novig at 35.5% combo share of sports volume in August, with industry combos rising to 50% from 14% since February. Both platforms launched recently yet rank high. DraftKings hit 36% combo share in its first four days despite a late start.
SCCG Take — New entrants are proving combos can drive quick uptake in prediction markets. This favors operators who adapt parlay mechanics to yes/no structures ahead of peak sports seasons.
Multi-leg wagers known as combos now account for half of industry-wide prediction market contract volume in August. This reflects a sharp rise from 14 percent in February. Newer exchanges are claiming substantial portions of sports-focused combo activity.
According to reporting by Casino.org, Eilers & Krejcik Gaming analyst Brad Allen documented the gains by Novig and Underdog. In August, Underdog reached a 48.3 percent combo share of its overall sports contract volume. Novig followed with 35.5 percent. These figures place Underdog second in the market for that metric.
Allen noted that Underdog ramped quickly from a standing start in July to second-best combo percentage in the market at 48.3 percent. That surge reflects lower contract breadth but also a customer base used to building parlays in the core Underdog pick’em product.
New Platforms Launch into Rising Demand
Underdog introduced its wholly owned prediction market exchange in July. Novig debuted its yes/no sports-focused betting exchange on a nationwide basis on Aug. 4. Both count among the newest operators yet have climbed the combo volume rankings rapidly. Only one exchange exceeded Underdog’s combo percentage. Novig ranked fourth, with Crypto.com’s Nadex in third.
The data shows bettors’ clear preference for these multi-leg structures in sports derivatives. This momentum arrives as football season begins, a period when both platforms plan to intensify customer acquisition.
Limitations Visible in DraftKings Results and Market Concentration
DraftKings launched combos on its DKeX exchange late in the month. Its reported 1.5 percent combo share of overall contract volume therefore understates interest. The company traded 11 million in combos in four days. That represented ~36 percent of its total contract volume during that window.
One operator still controls the bulk of combo volume across regulated U.S. prediction markets. The fast gains by Novig and Underdog occur within that concentrated environment and depend on sustained user migration.
Market Signals for the Football Season
The August figures demonstrate that recent entrants can secure material share in combos when they align product design with existing customer habits. Operators and investors should track whether these percentages hold as overall volume scales. Early evidence favors platforms that reduce friction on multi-leg sports contracts.
Reporting: Casino.org News
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
Combo volume jumped from 14% to 50% in six months — new entrants won share by porting parlay habits to prediction markets.
We've watched prediction markets go from novelty to material revenue channel. Novig and Underdog proved you can win share fast if your UX mirrors how bettors already think — parlays, not single picks. That 50 percent industry combo rate tells me the product-market fit is here, and incumbents who shipped late left the door open.
- Underdog hit 48.3% combo share in August; Novig reached 35.5% — both launched in summer
- Industry combo volume rose from 14% in February to 50% in August across prediction markets
- DraftKings hit 36% combo share in four days, signaling demand but late execution
SCCG angle: SCCG works with exchanges and data providers on both sides of this shift. We help operators license combo engines, structure parlay-to-prediction UX, and connect with the customer acquisition teams who built these playbooks at DFS and sportsbook scale. If you're late to combos, we know who can get you live before basketball season.
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