Kalshi Adds 3 Million Users After World Cup Betting Surge

Kalshi’s aggressive visibility strategy relied on high-profile partnerships, including endorsement deals with Croatian star Luka Modrić and the Argentina national team. A featured social media post on Lionel Messi’s Instagram account, reaching an audience of over 512 million, further amplified the platform’s footprint. Even without official FIFA sponsorship, Kalshi secured a back-door entry by partnering with ADI Predictstreet, the tournament's designated partner, to capture traffic from restricted regions through co-branded banners.

Despite the rapid growth, the platform faces significant legal and ethical scrutiny. Critics argue that prediction markets invite risks ranging from insider trading to the promotion of addictive gambling behaviors. While some U.S. states are actively moving to classify these platforms as illegal sportsbooks, Kalshi maintains that it operates as a financial exchange rather than a house-run casino. The company asserts that because users trade directly against one another, it avoids the traditional incentives that drive predatory gambling models.