Moon Intelligence Q&A: “We’re delivering sharper pricing to enhance efficiencies for US prediction markets”

Prediction markets are dominating the headlines right now with interest in this fast-growing sector showing no signs of slowing.

Moon Intelligence, a provider of market making tools, odds feeds, and risk management services, has ambitious plans to expand within the US predictions space. To support its growth targets, the company recently strengthened its leadership team with Stephen Shaw joining as Chief Operations Officer, and Enda Kendrick becoming Chief Customer Officer.

We caught up with the new hires to learn more about how Moon Intelligence aims to support the growth of prediction markets, including how its proprietary and AI-powered price making model is set to deliver deeper liquidity and sharper pricing.

There’s a lot of interest and hype around prediction markets right now in the US – from your perspective, what is the potential for this vertical’s long-term success?

Stephen Shaw (SS): This moment has been years in the making. Since PASPA was repealed in 2018, companies like ours have anticipated a shift towards more open and innovative betting and forecasting frameworks. The rapid growth of US prediction market exchanges demonstrates just how much pent-up demand existed for this type of product. Unlike Europe, where peer-to-peer betting exchanges never fully broke into mainstream culture, prediction markets in the US have already captured public attention in a meaningful way.

Looking ahead, I believe their long-term success is highly promising. By the time the political landscape evolves and regulators revisit the space, prediction markets are likely to be so embedded in US culture that there will be little appetite to roll back the progress. In my view, regulatory uncertainty is the only factor with the potential to slow momentum—but even that may diminish as adoption deepens and the value of these markets becomes increasingly evident.

Enda Kendrick (EK): I am bullish about the long-term success of prediction markets. I believe there is a massive appetite in the US for this vertical. I think the US was always the market where prediction markets were likely to thrive, and since I started in the industry, everyone has had their eye on this opportunity. The UK market made a lot of mistakes when it came to prediction markets, and hopefully, the US market avoids repeating them.

How can Moon Intelligence add value to prediction markets?

SS: We can add value by delivering sharper pricing that enhances market efficiency and strengthens the reliability of forecasts. Our models support deeper liquidity and more informative market signals, while also expanding coverage across new markets, sports and structures that prediction platforms don’t currently offer. Together, this raises the overall quality, depth and usefulness of the prediction market ecosystem.

EK: Having worked in prediction markets for the majority of my career, I understand the challenges of maintaining liquid markets across a wide range of sports. Moon Intelligence has the expertise to deliver bespoke liquidity solutions for prediction markets. I can’t recall the number of times working at a prediction market where we couldn’t offer markets like E-Sports or Player Props because old school market makers refused to cover them. While our solutions offer core markets at high limits, we also cater to more fringe sports and markets. We realise there is a whole new audience emerging with an interest in prediction markets and we want to help engage them.

Can you provide us with an overview into what Moon Intelligence offers and what sets it apart from the competition?

EK: In short, we can provide prediction market liquidity across a large number of sports and markets. We can do this better than anyone else in the world, as our solutions are battle hardened, with over seven years of trading against the best syndicates in the world. Our solutions focus on maintaining consistently sharp pricing, unlike competitors who automate execution over price accuracy. I have dealt with numerous liquidity providers over the years, and the key difference is Moon Intelligence will work with you to find bespoke solutions that can drive customers to your website.

Liquidity is cited as a major challenge for prediction markets. How does Moon Intelligence address this issue?

EK: The primary daily challenge for prediction markets is that liquidity is dependent on a third party who can walk away at any time. Consequently, some UK prediction markets have decided to take market making fully in house to address this problem. At Moon Intelligence, we are keen on establishing long-term commitments with our partners, aiming for partnerships that help grow both their platform and our business. Many prediction markets mistakenly try to create their own internal trading teams from scratch. Instead, the most sensible approach is to speak with us, as we can offer the largest liquidity and the sharpest pricing while remaining profitable.

Which sports and markets can Moon Intelligence deliver to elevate a prediction market’s offering?

EK: We currently offer services for nine sports: Soccer, Tennis, American Football, Baseball, Basketball, Ice Hockey, Esports, Boxing, and MMA. We cover a wide variety of leagues and markets within these sports and are constantly expanding our product. Crucially, we can provide prediction markets with six figure liquidity on certain US Sports and Soccer markets. For all other sports and markets, we offer the largest liquidity and sharpest pricing available. Our ability to sustain large, sharp action at this size clearly differentiates us from alternative providers.

Considering Moon Intelligence’s ambitious growth plans, what is required to scale the company’s existing operations and take it to the next level?

SS: Alongside the recent additions of Enda and I, we’re focused on aggressively expanding the team across both trading and technical functions. Scaling to the next level means broadening our coverage across more markets, time horizons, and venues, each of which brings additional data, modelling, and operational complexity. To support this, we’re investing in deep domain expertise, enhanced infrastructure, and the continued development of high-performance tooling.

How important is the use of artificial intelligence in complementing your analysts and date to develop a robust price making model?

SS: Artificial intelligence is central to our modelling approach. We’ve built a suite of fundamental models using advanced machine-learning techniques that form the foundation of our odds creation, enabling us to process large volumes of data with speed and precision. These models operate in tandem with insights from our globally distributed team of expert traders and analysts, whose deep domain knowledge helps contextualize signals and refine outputs.

This blend of cutting-edge AI and elite human expertise has been rigorously tested over years against some of the sharpest operators in the industry. We believe this hybrid approach is what gives us a meaningful and durable competitive edge.

What are your overall ambitions for expanding in the US?

SS: We are already working with some of the big players in the US and we are keen to continue these relationships whilst ensuring all new entrants are aware of what we can provide to their prediction market. As the market continues to grow the demand from customers will grow with pressure to provide more and more bespoke markets and ever- increasing requirements to have the most liquid site.