It’s Not Gambling, It’s ‘Girl Math’

Kalshi and Polymarket are running social-media campaigns aimed at women, using influencers, memes, and “girl math” framing to make prediction markets feel playful or investment-like.

The strategy is meant to broaden a user base that is still heavily male-dominated, especially around sports betting.

Company data suggests more women are opening accounts, even as trading remains concentrated among male users and sports markets.

The push highlights how prediction markets are trying to reposition betting as entertainment or investing to reach beyond their core audience.