Novig's trading volume nearly doubled around the launch of its campaign with actress Sydney Sweeney, according to the company. The sports prediction platform said volume jumped 94% during the period, while first-time depositors more than tripled.
The numbers land alongside a reported new funding round that values Novig at $2 billion. The company didn't disclose the size of the raise or the investors involved.
What the numbers actually cover
Novig's figures aren't a clean read on the Sweeney campaign alone. The window also included the start of the NFL season, which reliably drives traffic to sports betting and prediction products. That makes it hard to separate the campaign's effect from the broader seasonal surge.
The company didn't release a breakdown showing how much of the lift came from each factor. It also didn't say how long the measurement window ran or what baseline it used.
Why a celebrity campaign matters for a prediction market
Novig operates in a crowded space. Sports prediction platforms compete for the same users, and most of them lean on sign-up bonuses and referral codes rather than mainstream advertising. A campaign featuring a well-known actress is a different play — one aimed at reaching people who don't already have a betting app on their phone.
The deposit numbers suggest that approach found some traction. Tripling first-time depositors is a meaningful move for a platform still building its user base. But the company didn't provide absolute figures, so the starting point remains unclear.
The $2 billion question
A reported $2 billion valuation would put Novig in a different weight class. The company hasn't confirmed the round's details, and without a filing or an official announcement, the figure rests on reports rather than disclosed terms.
Valuations in this sector have swung sharply. A number that looks aggressive in a strong market can read very differently a few quarters later. For now, Novig is citing the campaign's performance as evidence that its growth story holds up.
What to watch
The campaign window is closing, and the NFL season is underway. The next set of numbers — whenever Novig releases them — will show whether the deposit surge lasted past the initial buzz or faded once the ads stopped running. The company hasn't said when that data will come.
