Though it was weird to see the Golden Globes partner with Polymarket for its most recent awards show, the collaboration wasn’t shocking given the way that people have begun using prediction markets to gamble on basically anything. Prediction markets are being used to bet on everything from when wars might break out to who will win the Nobel Peace Prize, so why wouldn’t people also be interested in placing wagers on more entertaining and less consequential things, like celebrities’ chances of winning industry accolades?

But this “everything is gambling” culture has given prediction market firms an opportunity to insert themselves into other …

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