Meta also hopes to implement parts of Arena into Facebook and its messaging app, Messenger, attaching betting options to group chats, news feeds, and videos.

“We believe that prediction markets are one of the more interesting new content types,” Ime Archibong, a senior Meta official leading Arena’s development, reportedly said in an internal company post last month. “The social conversation is the payoff as people aim to show off how good they are at predicting things to their friends.”

The strategy appears to be: betting as content, gamifying gambling to become social. It’s a framing that could open the door to harmful situations, especially for the young people he’s going after. According to the National Council on Problem Gambling, 2.5 million US adults, or about 1 percent of Americans, meet the diagnostic mental health criteria of severe gambling addiction. An Epic Research study published on Friday analyzing electronic health records found that gambling disorder diagnoses have risen more than 60 percent since 2018 in states that have legalized sports betting. The largest increase came from young people, aged 18 to 29, whose rate more than doubled.