How betting platforms are using pop culture to attract women

“It’s not gambling, it’s girl math,” is the headline of an article by Nancy Walecki in The Atlantic, in which she reflects on how the gambling industry is trying to win over female audiences with matcha tea memes, girlboss-style advertising, and prediction markets tied to pop culture. On the popular prediction market platform Kalshi, some wagers focus on whether Timothée Chalamet and Kylie Jenner will get engaged this year, or whether Gigi Hadid or Adriana Lima will wear the coveted Fantasy Bra at the upcoming Victoria’s Secret fashion show.

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