Polymarket Claims Top App Store Position After Celebrity Ad Campaign Launches Squads Social Feature
Polymarket ranked first on the App Store in downloads for free finance apps after an ad received more than 15.5 million views on James’ X page. The colourful 90-second spot directed by Peter Berg featured Eli Manning, Derek Jeter, Richard Sherman, John Leguizamo and Spike Lee and coincided with the launch of Squads. The campaign drew backlash as prediction markets allow customers between the ages of 18 and 21 unlike regulated sportsbooks, per Craig Carton.
SCCG Take — Celebrity marketing accelerates prediction market adoption but amplifies regulatory and social risks that operators must address to maintain legitimacy alongside traditional sportsbooks.
Polymarket has reached the top of the App Store downloads chart for free finance apps after airing a celebrity-filled commercial promoting its new Squads feature. The 90-second spot, directed by Peter Berg and featuring LeBron James along with Eli Manning, Derek Jeter, Richard Sherman, John Leguizamo and Spike Lee, received more than 15.5 million views on James’ X account. It coincided with the NFL season opener and the rollout of Squads, which gives users a dedicated place to discuss markets, share picks and trade together.
Travis VanderZanden, chief growth officer at Polymarket, said: “People are constantly debating what’s going to happen next with their friends and sharing predictions in group chats. With Squads, we’re bringing the conversation and trading together so friends can follow the events they care about and make their predictions in one place.”
App Store Surge Follows High-Profile Marketing Push
The ad delivered immediate results. Polymarket ranked first on the App Store in downloads for free finance apps, topping archrival Kalshi, Capital One Mobile and prominent payment providers PayPal and Venmo. The company recently sought a $21 billion valuation in a funding round led by 1789 Capital. Production costs for the spot, which included slapstick comedy elements styled after classic sports ads, likely ran into the millions given the director fees, talent and post-production requirements.
Polymarket did not respond to a request for comment from iGaming Business. The campaign also prompted social media exchanges among the athletes, with Leguizamo repeating his line “It’s live trading, you gotta stay on your toes” and Manning joking he might need to put the pads back on.
Where the Risk Lies
The push arrives as prediction markets face criticism for allowing trades by users aged 18 to 21, unlike regulated sportsbooks that set the limit at 21. Sports host Craig Carton, a recovering compulsive gambler, questioned the athletes’ endorsements of what he termed unregulated gambling that leads to bankruptcy and pulls kids from school. He asked: “At what point does someone come along where you say no to the offer?”
A Bank of America study released on 1 September found median deposit balances for households engaged in online betting were 59% higher than those that avoided it. The coverage notes this blurs lines between entertainment and investment. At the same time, the CFTC is preparing formal rules for event contracts described internally as the most impactful in decades. Operators will need to weigh rapid user acquisition against this rising scrutiny as the NFL season unfolds and regulatory clarity remains pending.
Reporting: iGaming Business (iGB)
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
Polymarket's star-studded ad worked — downloads soared — but the 18+ loophole invites scrutiny traditional operators never wanted.
We've watched prediction markets grow from crypto curiosity to credible sports product, and this campaign proves they've arrived — for better and worse. The 18-21 age window is a ticking regulatory bomb, and every operator in our network needs to understand how this gap could reshape the entire wagering landscape if lawmakers react.
- Polymarket hit #1 App Store finance downloads after LeBron James ad drew 15.5M views, beating Kalshi and PayPal
- New Squads feature bundles social discussion with live trading, targeting group chat prediction culture
- 18+ age floor vs. 21+ for sportsbooks draws backlash, raising regulatory risk as platform seeks $21B valuation
SCCG angle: SCCG works with both traditional books and emerging prediction platforms across every regulated market. When clients ask how to compete with — or partner alongside — prediction markets, we connect them to the compliance, lobbying and product teams who can navigate this age-limit gap before it becomes a legislative crisis. We've been in these gray zones before; we know how to move fast and stay clean.
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