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Dae Son shared thisSince Novig's Sydney Sweeney ad dropped, its influencers have been parodying it, and it's working. This one has 147K likes and 1,700+ comments. That's the formula brands chase: a tentpole spot sparks conversation, then creators extend it to their own audiences in their own voice. In the sports and prediction market ad barrage, this is how you win mindshare.
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Dae Son shared thisNFL is back and so are the ads. The spokesperson formula was on full display with LeBron & Eli with Polymarket and Sydney Sweeney's NSFW ad for Novig. There will always be questions on the ROI of spending millions on a celebrity but you can't deny the attention these brands are getting. Now to get those users to stay throughout the entire season...
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Dae Son shared thisArgentina vs Egypt was amazing! Argentina scored twice and the last screens in my office to find out were the ones actually showing the game. Every sports fan knows this feeling. Someone reacts to a goal before it reaches your screen. You jump to the faster stream and you're still behind. The only reliable source: Kalshi and DraftKings had the tie and the go-ahead goal priced before the "live" feed got there. This is just another lesson on the power of information: how fast you get it, and how accurate it is. Markets move so quickly now, you just can't rely on the broadcast anymore.
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Dae Son shared thisBetano! Official FIFA World Cup sponsor. Not available in the US. Anyone watching the World Cup saw the Betano pitchside ads during the matches. Legit online sportsbook, just not operating in the US. FIFA's clean venue rules scrubbed Heinz ketchup bottles, renamed Levi's, Gillette, and 12 other stadiums. Non-sponsor brands couldn't touch it. Yet an international sportsbook that US viewers can't sign up for reached millions of US households on national cable. They couldn't regionalize the ads? The tech exists. Zero conversion potential for an American audience. I tried on VPN. No luck. Wasted impressions and a missed opportunity.
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Dae Son shared thisMeta entering prediction markets just made an already difficult user acquisition effort a lot harder. They announced Arena this week. Standalone app, points-based, no real money. We know where this is headed. Look at Threads. Launched as a separate app then came the cross-posting, the shared follower counts, Threads content surfacing in Instagram feeds. Arena will follow the same playbook. 3.5 billion users and real money is the endgame. Most won't remember that they tried this before. Forecast launched in 2020, shut down in 2022. Kalshi and Polymarket spent three years proving the category works, and the millions they poured into Meta ads basically funded Meta's own user research. Now they're back with audience data no competitor gets near. As a marketing lead in prelaunch, diversifying off Meta as a primary acquisition channel felt like a longer-term conversation. It just moved up the agenda. The platforms still scaling Meta spend are funding Arena's research phase. But nobody's turning off those campaigns tomorrow.
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Dae Son shared thisPrediction market headlines: regulation, trading volumes, valuation, insider trading. Nobody is asking whose pipes billions in volume are running through. There's another race to compete long term: own your own tech stack. Own your economics. The online sportsbooks eventually got there. Draftkings, Fanduel, Caesars, and BetMGM all built or bought their stack. Different paths, same conclusion. Kalshi, Polymarket, Robinhood, Crypto.com and Gemini all moved to own their exchange and clearing infrastructure. Six Clearing is designed to be, as of now, the only regulated clearinghouse where custody runs natively on blockchain. Collateral in smart contract vaults on Solana. Settled in USDC.Dae Son shared thisSix Clearing, our clearinghouse, is now listed on the CFTC's public DCO registry and clearing for our prediction market, Six Markets. Settling in USDC on Solana. Demo with the CFTC scheduled for July.
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Dae Son shared thisSaw a DraftKings commercial during the NBA Finals last night. "Available in all 50 states." Dave Portnoy and Barstool started promoting it too, and they used the word "transaction" instead of bet. DraftKings paid up to $250 million for Railbird, their DCM license. Last month, Railbird self-certified its first six sports event contracts with the CFTC under new branding, DKeX. Q1 earnings reported $2.3 billion in annualized prediction markets volume with customer acquisition costs down more than 80%. They've committed $200-$300 million in additional prediction market investment for the second half of 2026. When you've committed that much capital, you don't call it a "transaction" on national TV unless you believe prediction markets has a future. Was this the first time DraftKings advertised "Available in all 50 states"? #Draftkings #PredictionMarkets #SportsBetting
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Dae Son shared thisWe're building ours from scratch and in my view the right way to do it if you want complete control over your tech stack. Important when your vision extends beyond the current prediction market landscape.Dae Son shared thisWe have submitted our DCO application to the CFTC and are looking forward to our demo in July. Controlling both the exchange and clearing infrastructure means we set the rules on settlement, margin, and risk management — no outside dependencies, no split economics.
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Dae Son shared thisWe're very excited to have this process officially begin. A lot more to come!Dae Son shared thisSix Markets has submitted its DCM application to the U.S. Commodity Futures Trading Commission (CFTC). The process has begun. If approved, we'll be a fully regulated, on-chain prediction market — sports, politics, culture, crypto, and more. https://lnkd.in/evqbjjkE
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1w
This is a great explanation and like all good things in marketing, I’m going to use it. 😉
Dae Son replied to a comment
2w
Cam Jensen exactly. Wasting ad budget, impressions and visits. Imagine if Novig ran the Sydney Sweeney campaign and didn’t have a product?
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Dae Son liked thisDae Son liked thisAttending the FIA, Inc. Commodities Conference in Houston today, and it’s great to connect in person with people I've previously spoken with over zoom, as well as catch up with familiar faces!! Chatting all things institutional prediction markets with John Conlon and James Malick of Greenlight Commodities, Andy Ross from KalshiKalshi, CJ EspinozaCJ Espinoza of Susquehanna International Group and Simon Hylson-SmithSimon Hylson-Smith!
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Dae Son liked thisGrateful to be starting this next chapter with Pierre Fabre Pharmaceuticals. I’ve been fortunate throughout my career to work alongside some incredibly talented people and organizations who have shaped how I think, lead and show up. I’m thankful for those experiences and relationships. Excited to bring those lessons with me, learn from a new team and help build what comes next!Dae Son liked this💙 Pierre Fabre Pharmaceuticals (USA) is pleased to welcome Tam Ngo as Vice President, Head of U.S. Value & Access. Tam will lead our U.S. Value & Access strategy including new product planning, business development, and global collaboration. Tam brings more than 20 years of biotech and pharmaceutical experience across market access and commercial strategy, with deep expertise in oncology and cell therapy. Most recently, he served as Vice President of Market Access at Adaptimmune. He previously held leadership roles at Novartis spanning access strategy, pricing and contracting for the oncology business unit. We look forward to Tam’s contributions as we work to serve U.S. patients with high unmet needs. #NewWaystoCare #Innovation #PFP
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Dae Son liked thisDae Son liked thisI spent more than five years at the AGA and most of my career in gaming. In 2019, AGA CEO Bill Miller said this about me: “As the industry’s lead advocate, she successfully united the gaming, sports and entertainment industries, brought lawmakers to the table and drove a communication campaign that delivered a historic policy outcome. This recognition is not only well deserved but is shared by stakeholders within and outside our industry.” I appreciated those words then, and still do. I know this industry, its politics and its regulators extremely well. Which is why the current crusade against prediction markets is somewhat baffling. The latest example: Casinos: "Prediction markets don't pay state taxes." Prediction markets agree to pay state taxes Casinos: "Prediction markets are making backroom deals to pay state taxes and the money is not being allocated appropriately." Paying taxes isn't shady. And companies don't decide where state tax revenue goes - legislators do. There is a legitimate policy debate to have about prediction markets - taxes, consumer protections, tribal interests and fed versus state jurisdiction. Let's have it, but attacking PMs for not paying taxes and then attacking them when they agree to pay taxes isn't serious. And anyone who has worked in state government understands companies do not control the legislative process, or where tax revenue is allocated. Illinois was a great example. I don't hear the casino industry complaining about that process. A prediction market tax was passed in that state with thirty minutes notice. Yet, Bloomberg chose to not cover this example because it did not fit their narrative. This raises a bigger question: if the casino industry's argument is really about protecting consumers and generating revenue for the states, why oppose efforts to address both? Similar to the past, my door is open to anyone, including my former AGA colleagues, for serious talks on prediction markets, competition, and sound policy.Kalshi’s Backroom Tax Victory Gives It Leverage in Legal FightsKalshi’s Backroom Tax Victory Gives It Leverage in Legal Fights
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Dae Son liked thisDae Son liked thisI’m happy to share that after 3 great years at Snap, I’ve joined Reddit, Inc. as a Senior Lead, Agency Development. Massive thanks to Casey Kern and team for the opportunity.
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Dae Son liked thisDae Son liked thisI've been wrestling with the term "strategic" lately and the impact words have on internal and external perception and goals. Early in my career, I read a book that emphasized how the way employees are referred to in a sales context implies different outcomes. "Professional Services" implies that someone will support the client in troubleshooting issues, whereas "Expert" implies that person can solve the issue on their own. The two people might have the same skill level, but the expectations are drastically different. "Strategic Partnerships" has a big pitfall: it's broad enough to imply impact without being specific enough to foster it. There is no swimlane for strategic partnerships to compete in, so instead they try to create their own pool or run outside of the pool in parallel to the competition. There is a lot of value in strategically integrated partnerships, but there is an equal amount of concern that when it comes time to measure them, it's much easier for companies to analyze them against their counterparts. This creates a cognitive dissonance where strategic partnerships are pitched as game-changing but then expected to play the same game, a game they will inherently lose. In the world of LinkedIn, where bombastic praise of partnerships is inversely correlated with internal buy-in, these partnerships tend to fade down the stretch. Once the public capital has been maximized, traditional internal ROI analysis becomes the focus. If a partnership is signed as strategic, it needs three key elements, or it shouldn't be signed: Standout KPIs that separate it from traditional partnerships. If most partnerships focus on customer acquisition, a strategic partnership should also have KPIs tied to the intangible value that makes it strategic, such as customer retention, access to new markets, data capture, etc. Dedicated team members who support the partnership and have annual incentives or growth tied at least partially to its success, specifically the KPIs above. Clear nomenclature by which to judge the partnership as a standalone. For example, an integrated partnership with a sports media company isn't a "Strategic Partnership," it's an "Integrated Media Partnership" I'd argue for dropping the term "strategic partnerships" altogether. But assuming its broad scope is useful for defining a job function, the role itself should be made up of distinct verticals within the strategic bucket so each one stands alone. When something is strategic, it's usually a deliberate effort to push forward a new type of partnership or marketing effort. So "strategic" really just implies that it's unique, and if it's unique, it should stand on its own.
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Dae Son liked thisDae Son liked thisDo not hire a marketing head if you do not have a marketing budget. I keep seeing this play out and it ends the same way every time. The company hires an experienced marketing leader. There is no budget, so the first two quarters go into positioning work, brand foundations and strategy documents. By month nine the founder is asking why nothing has moved, the marketing head is blamed and the company concludes that marketing does not work. Marketing works but here it was never funded. Zero-budget marketing has become a badge of honour - Founder-led content, organic community, no paid spend. It genuinely works at a certain stage. Plenty of good companies found their first customers exactly that way. The problem starts the moment you hire someone senior to run it. Binet and Field spent decades analysing the IPA databank and found one of the most consistent relationships in marketing. SOV and SOM Relationship is a known fact. When your share of voice sits below your share of market, your position does not hold steady. Every 10 points of positive excess share of voice buys roughly 1/2 points of annual market share growth. A senior marketer's job is to allocate capital well. If there is no capital, you have hired an expensive strategist for a role that does not exist yet. Hire someone to do the work instead, or keep it founder-led until you can fund it properly. Do you think marketing always needs a significant budget?
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Dae Son liked thisDae Son liked thisThe iGaming affiliate landscape is moving fast, and some of the biggest growth stories are coming from unexpected places. Using the latest data from First Look Games, we looked at the 20 biggest iGaming affiliates by estimated organic traffic in September 2026. A few things immediately stand out: ✔️ VegasInsider (Better Collective) leads with an estimated 7.66M organic visits, followed by casino.org (Genius Sports) at 6.43M. ✔️ But the real story might be further down the ranking. Gambl.com is up 1,888% YoY, while DemoSlotsFun is up 1,053%. ✔️ Casinomeister (+293%), SlotCatalog (+127%) and Casasdeapuestas.com (+121%) are also showing impressive momentum. ✔️ At the same time, several major publishers have seen significant declines in estimated organic traffic - another reminder of how quickly search visibility can change. One observation we find particularly interesting is the geographic shift. The US remains extremely important, but Indonesia, Brazil, the Philippines, South Africa, Bangladesh and other emerging iGaming geographies appear repeatedly among the leading markets of fast-growing affiliates. For operators, studios and affiliates, looking only at who has the most traffic probably doesn't tell the full story anymore. Where the traffic comes from, and who is gaining it fastest, may be just as interesting. Read more in the article below. 👇 #iGaming #AffiliateMarketing #iGamingAffiliates #SEO #OnlineGambling #DigitalMarketing #GamingIndustry #AffiliateSEO
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