Same Moment. Bigger Payout.
The world's most trusted sports prediction market. This is the source of truth for the ProphetX brand — visual standards and messaging hierarchy — for internal teams, agencies, partners, and SaaS integrations.
Hero Tagline
Same Moment. Bigger Payout.
Community Line
We know sports.
Brand / Credibility Anchor
The world's most trusted sports prediction market.
What's in this system
Section Contents Key for
ColoursTokens, ramps, approved combinationsAll stakeholders
TypographyGT America — 22 cuts, hierarchy, pairingsAll stakeholders
Logos8 variants, misuse examples, photo usageAll stakeholders
Icons1,137 Unicons, sprite referenceDigital / UI work
DownloadsFonts, SVGs, colour files, Figma linksExternal partners
MessagingMission, taglines, pillars, tone, AI guidelines, vocabularyAll stakeholders + partners
Product fundamentals
Model
Peer-to-peer sports prediction exchange. Users play against each other — not a house. No internal trading desk.
Key Differentiator
Users can both back and lay outcomes — bet against results, not just for them. Unavailable on traditional sportsbooks.
Positioning
Pro-consumer, pro-fan alternative to sportsbooks. The market knows. Do you?
Contact
Colours
Colour Tokens
All creative work references these tokens. Click any token to copy its hex value. Use token names — not raw hex — when briefing design tools or external partners.
Full palette
green-500#52CEA6
red-500#F2586B
white#FFFFFF
navy-900#0C1022
navy-800#11162C
navy-700#1A2135
navy-600#2A324A
navy-200#787C8E
blue-500#44ADDE
light-bg#E8EDF5
green-500
#52CEA6
Primary accent — CTAs, wins, success
Copy ↗
red-500
#F2586B
Negative accent — losses, alerts
Copy ↗
blue-500
#44ADDE
Lay / NO side — odds buttons, selected states, data accent
Copy ↗
navy-900
#0C1022
Page / deepest background
Copy ↗
navy-800
#11162C
Cards, nav, sidebar
Copy ↗
navy-700
#1A2135
Elevated surfaces, rows, modals
Copy ↗
navy-600
#2A324A
Borders and dividers
Copy ↗
navy-200
#787C8E
Secondary text, labels, timestamps
Copy ↗
light-proposed
#E8EDF5
Light-mode canvas, slide backgrounds
Copy ↗
Colour ramps
Green ramp
200
400
500★
600
700
Red ramp
200
400
500★
600
700
Blue ramp
200
400
500★
600
700
Navy ramp
50
100
200
300
400
500
600
700★
800★
900★
Light ramp — derived from Dark Blue scale, lightest end
white
100★
200
300
400
500
#FFFFFF / #E8EDF5
Canvas backgrounds, page surfaces
#D8DEEA / #CACFE0
Card surfaces, elevated panels
#BCC2D6 / #B0B5CC
Borders, dividers, muted elements
Dark surface stack
#0C1022navy-900 — Page background (deepest)
#11162Cnavy-800 — Cards, nav, sidebar
#1A2135navy-700 — Elevated surfaces, rows, modals
#2A324Anavy-600 — Borders and dividers
Downloads
Need the tokens?
Grab the full colour system — JSON, CSS variables, and Figma-compatible format.
Download colours
Colours
Colour Combinations
These are the approved pairings for text and background. Each shows headline, body, and accent at working sizes. Only green-500 and red-500 appear as accent colours — never introduce new accent colours without approval.
Dark surface combinations
ProphetX
✓ Pass
navy-900 background
White text + Green accent
Earn more. Risk less.
Peer-to-peer prediction markets.
Bet now →
ProphetX
✓ Pass
navy-800 background
White text + Green accent
Earn more. Risk less.
Peer-to-peer prediction markets.
Bet now →
▼ -$22.00
✓ Pass
navy-900 background
Red-500 — losses & negative deltas only
Lakers -5.5
NBA · 4h remaining
▼ -$22.00
ProphetX
✓ Pass
green-500 background
Navy text (CTAs, badges)
Place Your Bet
Tap to confirm your position.
Lakers -5.5 · $50 at risk
YES +180
+465
−480
−114
NO −220 ●
▼ −$22.00
✓ Pass
navy-900 background
Semantic odds palette — green YES · blue NO · red loss delta
Market — Game Winner
NBA · Hornets vs Magic
YES +180 NO −220 ●
NO / Lay odds column
Blue-500 for all NO-side odds and the selected-state ring.
−480 −114 +465
Light surface combinations
ProphetX
✓ Pass
light-100 (#E8EDF5) background
Navy text + Green-600 accent
Earn more. Risk less.
Peer-to-peer prediction markets.
Bet now →
ProphetX
✓ Pass
white (#FFFFFF) background
Navy text + Green-600 accent
Earn more. Risk less.
Peer-to-peer prediction markets.
Bet now →
▼ -$22.00
✓ Pass
light-100 background
Red-600 — losses & negative deltas only
Lakers -5.5
NBA · 4h remaining
▼ -$22.00
ProphetX
✓ Pass
green-500 background
Navy text (CTAs, badges)
Place Your Bet
Tap to confirm your position.
Lakers -5.5 · $50 at risk
YES +180
+465
−480
−114
NO −220 ●
▼ −$22.00
✓ Pass
light-100 background
Semantic odds palette — green YES · blue NO · red loss delta
Market — Game Winner
NBA · Hornets vs Magic
YES +180 NO −220 ●
NO / Lay odds column
Use blue-600/700 on light surfaces for sufficient contrast.
−480 −114 +465
▸ Combinations to avoid — click to expand 4 fails · contrast + semantic misuse
Peer-to-peer
✗ Fail
white background
Green-500 as small body text
Peer-to-peer prediction markets.
NBA · 4h remaining
Green-500 on light surfaces is for hero/display text only. Below ~28px it fails WCAG AA (~2.8:1) — use navy for body copy.
Win Big →
✗ Fail
navy-900 background
Red-500 used decoratively
Win Big This Weekend
Red is reserved for losses and alerts only.
Using red for CTAs or headlines breaks the semantic system — red always means a loss or error.
Game Lines
✗ Fail
white background
Blue-500 body text on light
Game Lines
NBA · Live markets for every game.
Contrast on white is ~2.9:1. Use blue-700 (#1A7AA8) or navy for text on light surfaces.
Place Bet
✗ Fail
red-500 background
Red as a CTA / action surface
PLACE BET →
A red confirm button reads as a warning, not a positive action.
Red is semantic — losses, alerts, errors. Never use it as a button background or for positive actions. Use green-500 for CTAs.
Rule: Three semantic accent colours: green-500 (back/YES, wins, CTAs), blue-500 (lay/NO, selected states, data), and red-500 (losses, alerts — never decorative). Red is reserved exclusively for negative outcomes — losses, drops, errors. Never use it decoratively. The logo gradient (#1DC29A → #00A7AF) is for the X mark only — never repurpose it as a UI element.
Downloads
Need the tokens?
Grab the full colour system — JSON, CSS variables, and Figma-compatible format.
Download colours
Typography
Hierarchy
GT America by Grilli Type is the sole typeface. The Condensed family is the primary workhorse for all ads, decks, UI, and partner materials. Standard width is available for editorial contexts only.
✓ GT America is live — all 22 cuts loading from prototype/fonts/ttf/ in the brand GitHub repo.
GT America Condensed — full hierarchy
Primary family
Same Moment.
Bigger Payout.
GTA-CondBlack · Hero headlines, campaign lockups, display
The world's most trusted sports prediction market.
GTA-CondBold · Section titles, card headers, CTAs
We know sports.
GTA-CondMedium · Subheadings, UI labels, nav items
Every market on ProphetX is peer-to-peer — you set the price, not a sportsbook. No house cut, no account limits for winners, and better odds on every straight trade. Built by sports obsessives, for sports obsessives.
GTA-CondRegular · Body copy, supporting text, descriptions
Regulated prediction market. Available in supported U.S. states. More coming post-CFTC designation. See terms.
GTA-CondLight · Captions, fine print, legal copy
Complete library — 22 cuts
Full Name CSS Name Primary Use
GT America Condensed BlackGTA-CondBlackHero headlines, campaign lockups
GT America Condensed BoldGTA-CondBoldSection titles, CTAs, card headers
GT America Condensed MediumGTA-CondMediumSubheadings, UI labels, nav
GT America Condensed RegularGTA-CondRegularBody copy, supporting text
GT America Condensed LightGTA-CondLightCaptions, fine print
GT America Condensed Black ItalicGTA-CondBlack / italicCampaign emphasis
GT America Condensed Bold ItalicGTA-CondBold / italicPull quotes, callouts
GT America Condensed Medium ItalicGTA-CondMedium / italicInline emphasis
GT America Condensed Regular ItalicGTA-CondRegular / italicBody emphasis
GT America Condensed Light ItalicGTA-CondLight / italicFine print emphasis
GT America Condensed Thin ItalicGTA-CondThin / italicDisplay / decorative
GT America BlackGTA-BlackEditorial display
GT America BoldGTA-BoldEditorial headings
GT America MediumGTA-MediumEditorial subheadings
GT America RegularGTA-RegularEditorial body
GT America LightGTA-LightEditorial captions
GT America Black ItalicGTA-Black / italic—
GT America Bold ItalicGTA-Bold / italic—
GT America Medium ItalicGTA-Medium / italic—
GT America Regular ItalicGTA-Regular / italic—
GT America Light ItalicGTA-Light / italic—
GT America Thin ItalicGTA-Thin / italic—
Downloads
Need GT America?
All 22 cuts — Condensed and Standard widths, upright and italic. TTF, OTF, WOFF2.
Download fonts
Typography
Pairings
How the GT America cuts work together in real layouts. These patterns apply across ads, slides, partner materials, and digital product. The hierarchy is consistent — Black for impact, Bold for structure, Regular for readability.
Campaign / Hero layout
SAME
MOMENT.
BIGGER
PAYOUT.
GTA-CondBlack
The world's most trusted sports prediction market.
GTA-CondBold
Same game. Same trade. More money back.
GTA-CondRegular
Product UI — Game Lines
Fri Apr 18 · NBA
GTA-CondMedium · ALL CAPS · muted
Charlotte Hornets
+4 +158
Orlando Magic
-4 -168
GTA-CondBold · Title Case · white + blue-500
View 162 Markets →
GTA-CondRegular · navy-200
Document / Report layout
Market Intelligence Brief — Q2 2026
GTA-CondBlack
Executive Summary
GTA-CondBold (green-500)
NFL markets continue to represent the highest liquidity segment, accounting for 41% of total Q1 trading volume. Lay-side trade adoption increased 18% quarter-over-quarter across all major sports.
GTA-CondRegular
Light-mode / Slide layout
Investors · Q2 2026
Growth Overview
GTA-CondBlack (#1B2242)
Strong Q1 performance across all major sports categories. Market depth improving ahead of CFTC licensing milestone.
GTA-CondRegular (#3D4566)
Capitalisation
ALL CAPS — column headers, labels, eyebrows, nav categories, date/time stamps
Title Case — team/player names, CTA buttons, section titles
Sentence case — body copy, descriptions, tooltips, legal
Italics
Reserved for editorial emphasis in body copy and long-form documents.
Occasionally acceptable at headline/display sizes — the ProphetX wordmark itself is italic. Social cards only, use sparingly.
Never in product UI — not on odds, team names, column headers, or buttons.
Minimum sizes
Print — 8.5pt body minimum
Digital — 10px body minimum
Never use CondLight or CondThin below 14px on dark backgrounds.
Downloads
Need GT America?
All 22 cuts — Condensed and Standard widths, upright and italic. TTF, OTF, WOFF2.
Download fonts
Logos
Variants
Six core logo variants plus three slogan lockups — grouped by X-mark family. Always pull from the official SVG files. Never recreate or approximate the mark.
⚠ Note: The white flat X mark (on-colour variants) uses slightly different path geometry than the gradient X mark. Both are approved — do not mix them within a single treatment.
Gradient X family — primary use

Use for almost all contexts — web, digital, partner decks, and any surface where the teal gradient can render cleanly. The gradient X pairs with the white wordmark on dark surfaces and the navy wordmark on light surfaces.

Primary — Dark
White wordmark + teal gradient X. Use on navy-900, navy-800, or any dark surface.
Gradient X
Primary — Light
Navy (#1B2242) wordmark + teal gradient X. Use on #E8EDF5, #FFFFFF, or any light surface.
Gradient X
Icon Mark — Gradient
Teal gradient X only. Use on dark or light surfaces — favicons, app icons, social avatars.
Gradient X
White flat X family — on-colour & solid surfaces

A flat all-white alternative for green-500, other brand colours, or solid-navy surfaces where a single-tone treatment reads better. Use at your discretion alongside the gradient family — just don't mix gradient X paths and white flat X paths in the same treatment.

On Colour — Logo
All white, flat — no gradient. Use on green-500 or other brand colour surfaces.
White flat X
On Colour — Icon
White flat X mark only. Use on green-500 or coloured backgrounds where the wordmark isn't needed.
White flat X
On Colour — Dark Navy Background
The on-colour white variant also works on dark navy (#1B2242) when a flat all-white treatment is preferred over the gradient.
White flat X
Clear space

The minimum buffer around the logo equals the cap-height of the X mark itself. Nothing — no type, no image edge, no UI chrome — crosses into that zone. The rule scales with the logo; protect the same ratio at every size.

X
X
X
X
X
X
X
X
Rule of thumb: measure the height of the cap in the X mark. That measurement, at every side, is the minimum buffer. Applies equally to the wordmark and the icon mark.
Minimum sizes

Hard floors below which the mark loses legibility. Keep generous headroom whenever possible — these are minimums, not targets. Measure the full horizontal width of the mark.

Wordmark
Digital
80 px wide minimum
Print
24 mm / 0.95 in wide
Favicon
Use icon mark instead
Icon mark
Digital
16 px minimum
Favicon
16 px / 32 px / 48 px sets
Print
6 mm / 0.25 in
Slogan lockup
Digital
240 px wide minimum
Print
75 mm / 3 in wide
Below min
Drop slogan, use wordmark
Below minimum? Use the icon mark alone, or increase the allocated space. Never compress, outline, or redraw the logo to fit a constrained area.
Slogan lockups — formal use only
Slogan Lockup — Dark (gradient X + green slogan)
Use on cover slides, formal proposals, external-facing hero treatments. Gradient X mark, green "#1 Sports Prediction Market" slogan text.
Gradient X · Green slogan
Slogan Lockup — Light (gradient X + green slogan)
Use on light-background cover slides and formal proposals. Navy wordmark, gradient X, green slogan text.
Gradient X · Green slogan
Slogan Lockup — All White (flat white)
Use on dark coloured backgrounds where gradient doesn't read. All elements white and flat — wordmark, X, and slogan. Includes the "#1" symbol in slogan.
White flat X · White slogan
Logo rules
Minimum clear space: equal to the cap-height of the "X" on all four sides
Scale by setting width on the SVG element — height scales automatically
Never recolour the white wordmark to any other colour
Never recolour the gradient X outside approved gradient stops
Never recreate or redraw the mark — always use the approved SVG files
Never add outlines, drop shadows, glows, or other effects
Never stretch or distort the aspect ratio in any direction
Never use the logo gradient as a UI element — it belongs to the X mark only
Never mix gradient X paths with white flat X paths in the same treatment
Downloads
Need the logo files?
All approved logo variants plus slogan lockups — SVG, PNG, PDF.
Download logos
Logos
Misuse Examples
Common mistakes that compromise brand integrity. Every example below has been seen in the wild. When in doubt, go back to the approved SVG files and do not improvise.
Don't distort
Never stretch or compress the mark in any axis
Don't rotate
The logo is always horizontal and upright
Don't add effects
No glows, drop shadows, outlines, or filters
Don't recolour
Never change the wordmark or X mark to unapproved colours
Don't use on busy backgrounds
Use a solid surface or banner behind the logo — see On Photography
Don't use at low opacity
Never fade or ghost the logo — use the approved on-colour white variant instead
ProphetX
Don't recreate the wordmark
Never typeset "ProphetX" as a substitute — always use the SVG file
BET NOW →
Don't crowd the logo
Respect the clear-space rule — nothing crosses the X-cap-height buffer on any side
Don't use below minimum size
Wordmark needs ≥ 80 px digital / 24 mm print — below that, drop the wordmark and use the icon mark alone
Don't drop on photo without a panel
Gradient X on a mid-tone photograph loses legibility — add a solid navy panel behind the lockup, or use the white flat variant
Downloads
Need the logo files?
All approved logo variants plus slogan lockups — SVG, PNG, PDF.
Download logos
Logos
On Photography
The logo can be placed on photography when the background gives it room to breathe. When a background is too busy or low-contrast, use a solid panel behind the logo rather than fighting the image.
✓ Do
Find a clean area of the image — sky, dark shadow, open field. Enlarge the photo if needed to find clear space. White wordmark on dark areas, navy wordmark on light areas.
✗ Don't
Don't drop the logo directly on a busy or high-texture area. The mark loses legibility and integrity against complex backgrounds.
The world's most trusted sports prediction market
✓ Do
If the background is too busy, add a solid navy-900 or navy-800 banner behind the logo. This is the preferred solution for video lower-thirds, social overlays, and editorial placements.
✓ Do
A green-500 badge or CTA block can also anchor the logo on photo — use the on-colour white variant in this case. Works well for social cards and promotional assets.
Downloads
Need the logo files?
All approved logo variants plus slogan lockups — SVG, PNG, PDF.
Download logos
Visual Identity
Icons
ProphetX uses a configured set of Unicons — a consistent, geometric icon library. 1,137 icons across 16 categories. Click any icon to copy its name.
Library
Unicons
Configured set
Total icons
1,137
Production-ready
Format
SVG
24×24px base
Categories
16
Auto-classified
⌕
Usage
Reference icons by filename — e.g. trophy, arrow-right, chart-growth. All files are at prototype/icons/unicons/[name].svg in the brand repo.
Colour
Default: white on dark surfaces, navy-700 on light. Accent icons (confirmations, wins) use green-500. Error/loss icons use red-500. Never apply the logo gradient to icons.
Downloads
Need the icon set?
1,137 Unicons as a single SVG sprite, plus the searchable HTML browser.
Download icons
Partner Assets
Downloads
Everything you need to design for ProphetX. All assets are sourced from the official brand repository. Contact jeff.donaldson@prophetexchange.com if something is missing or unlisted.
GT America — Full Font Pack
All 22 cuts — Condensed and Standard widths, upright and italic. TTF, browser-ready.
TTF OTF WOFF2
Logo Pack — All Variants
All logo files. Dark, light, on-colour, icon-only, and slogan lockups. Both gradient and white flat X families.
SVG PNG PDF
Colour Tokens
Full token system — JSON for dev handoff, CSS variables for web, and Figma-compatible format.
JSON CSS Figma
Icon Sprite Sheet
1,137 Unicons as a single SVG sprite, plus the searchable browser HTML file.
SVG sprite HTML browser PNG set
Brand Quickstart
One-page partner / vendor / AI reference. Mission, tagline system, the four truths, voice, vocabulary, and hard rules — suitable for AI-model context and agency briefs.
.md PDF HTML
Logo PNGs — All Sizes
Rasterised logos at 1×, 2×, 3× for web and social. Both dark and light variants, all 8 files.
@1x @2x @3x
External resources
Google Drive
Asset Hub
drive.google.com/drive/folders/1WBtsudi...
Figma
Design System
figma.com/design/iuUXGGMivUiC3cjtMUehto
Contact
Brand Lead
jeff.donaldson@prophetexchange.com
Downloads
Product Assets
Execution-ready creative assets organised by sport and matchup. Click any sport to preview or download the matchup shots. Motion assets are in production.
Static — by sport
Motion assets
External resources
Google Drive
Product Shots
drive.google.com/drive/folders/1ghPV5...
Google Drive
Brand Asset Hub
drive.google.com/drive/folders/1WBtsudi...
Contact
Request an Asset
jeff.donaldson@prophetexchange.com
Messaging
Messaging Overview
The broad strokes of how ProphetX shows up in market — mission, taglines, and the four sections that cover everything a partner needs. Use the map below to jump into any section for the full detail.
Mission
To create the world's most trusted, transparent, and innovative marketplace for sports-based event contracts.
ProphetX bridges the gap between sports and traditional financial derivatives — a user-driven exchange for fair, regulated, and compliant peer-to-peer sports trading.
Hero tagline
Same Moment. Bigger Payout.
Leads all paid, organic, and brand-building creative.
Community
We know sports.
Credibility anchor
The world's most trusted sports prediction market.
ProphetX DNA — who we are
Serious Sports Bettors
Built by and for people who take sports seriously.
Smart & Data Driven
Intelligence wins here — not luck, not vibes.
Bold & Innovative
We created a new category. We act like it.
Competitive
We celebrate winning. We attract people who do too.
High Expectations
F1-level execution — product, design, experience.
Celebrate Winning
The win is the moment. We make it feel earned.
In this section — the broad strokes
01 · Audiences & Positioning
Who we talk to. Who we're up against.
Four-tier audience map (sharps and enthusiasts are primary), competitor vulnerability breakdown, and bulleted differentiation vs. prediction markets, sportsbooks, and DFS operators.
→
02 · Message Hierarchy
Our four truths. The messages every piece of creative ladders to.
Same Moment Bigger Payouts · We Know Sports · No Limits · Best Odds in Sports. Each with audience fit, tone, sample hooks, and channel guidance. Plus a support pillar for Availability & Access.
→
03 · Voice & Rules
How we sound. What we never say.
Tone of voice ("precise, confident, edge-forward"), brand don'ts (gambling language, weak CTAs, parlay-first framing), and the approved-vs-banned vocabulary list. The trade-not-bet rule is a hard compliance requirement.
→
04 · AI Creative Guidelines
How AI-assisted creative fits the brand.
Approved uses, hard "never-do" list, font guidance by format, and the pre-deployment review checklist. AI is an active part of our production stack — the standard is whether it meets ProphetX brand quality.
→
F1 brand pillars — directional standard
Product Precision Data Driven Competitive Luxury & Exclusive Global Celebrate Winners
We want to be the NFL long-term. Right now we are confidently F1 — a smaller, higher-value market defined by precision, expertise, and exclusivity. Every creative, copy, and product decision should deliver an F1-level experience.
Downloads
Want this as a one-pager?
Download the Brand Quickstart — MD for AI-model ingestion, HTML / PDF for partner briefs.
Download quickstart
Messaging
Audiences & Positioning
Who we're talking to, who we're up against, and what sets us apart. Sharps and Betting Enthusiasts are the primary audiences — Recreational and Casual fans are broader reach, not creative priority.
Audience architecture
Tier 1 · Primary Sharps
Disciplined, high-volume traders. Already familiar with exchanges and market mechanics — don't explain the concept, demonstrate superior depth and product quality. Highest value segment. ProphetX DNA personified. Lead with straights and moneylines, never parlays.
They set the line. You beat it. Keep more of what you win.
Lead pillars
P1 Same Moment, Bigger Payouts · P3 No Limits · P4 Best Odds in Sports
Tier 2 · Primary Betting Enthusiasts
Sports trading enthusiasts who shop odds, have a system, and consider themselves sharp-adjacent. Serious about winning but not at sharp volume. Strategy-driven. The payout comparison and "no house" reveal land here. Lead with straights and moneylines.
The same game. The same trade. More money back.
Lead pillars
P1 Same Moment, Bigger Payouts · P4 Best Odds in Sports · P2 We Know Sports
Tier 3 · Secondary Recreational Fans & Prediction Market Users
Engaged sports fans who follow their teams and trade regularly, plus users of Kalshi, Polymarket, and Novig. Recreational fans respond to payout comparison and community. Prediction market users are already converted — lead with sports depth, identity, and no internal trading desk.
Finally, a prediction market built for sports fans.
Lead pillars
P1 Same Moment, Bigger Payouts · P2 We Know Sports · P4 Best Odds in Sports
Tier 4 · Broad reach Casual Fans
Big event traders, occasional participants. Not the creative priority. Entry via excitement and rivalry. Reached via P2 content and support materials that naturally index lower.
Put your fandom to work.
Lead pillars
P2 We Know Sports · Support Availability & Access
Points of differentiation
What structurally sets ProphetX apart from each competitor type. Use these as factual grounding for creative claims — no taglines or quote-style framing, just the underlying differences.
vs. Other prediction markets — Kalshi, Polymarket, Novig
  • Sports-first platform built for fans who actually follow sports — not a generalist market with sports bolted on
  • Deep peer-to-peer liquidity across straights, moneylines, spreads, and player markets — not thin sports coverage next to elections or crypto events
  • Brand and community built by sports obsessives, not crypto-adjacent or finance-adjacent operators
  • No internal trading desk taking the other side of your position — fully peer-to-peer
  • Sharp-first product UX without crypto-wallet overhead or election-market framing
  • Sports-native market operations — we watch the film, track the injury reports, move with the line
vs. Traditional sportsbooks — DraftKings, FanDuel, BetMGM
  • Peer-to-peer exchange model — we do not profit when users lose, the house cut is removed
  • Better odds on straight trades because the juice is stripped out of the price
  • No account limiting, shading, or exiling winners — skill is welcome, not punished
  • Users can make their own odds and trade either side of any market — impossible on a traditional book
  • Markets stay open through live play rather than cutting off pre-game or freezing at key moments
  • Regulated as a prediction market / event-contract exchange, not as a sportsbook
vs. DFS & sweeps operators — PrizePicks, Underdog, sweepstakes models
  • Real cash markets with direct payouts, not contest entries or sweepstakes prize pools
  • Regulated event-contract structure, not a contest-of-skill or sweepstakes legal workaround
  • Head-to-head trading with transparent pricing — not a prize pool split among many entrants
  • Every market is a direct two-sided trade — no lineup-building, salary caps, or slate constraints
  • Sharp tools built for serious traders, not fantasy-first mechanics dressed up as markets
  • Works across every market type — game lines, totals, props — not locked to player-prop parlays
Competitor vulnerability map
How we position against each specific competitor and which audience tier responds to that angle.
Competitor Their weakness Our angle Tier
DraftKings House cut on every win; business model requires user losses "Paying a tax on every winning trade" — imply in paid, name in organic T2
FanDuel Same model; unfavourable long-run odds SMBP — show the number side by side T2
BetMGM Vegas DNA — house-always-wins perception baked in "Built for the house. We're built for you." T2
Kalshi General market; not sports-first "Built for elections. We're built for sports." T3
Polymarket Crypto-adjacent; not sports-focused "Sharp. Sports-first. For fans, not traders." T3
Novig Similar no-vig claims; thinner product Avoid "vig" in copy. Lead on depth, community, brand quality. T1, T2
Downloads
Want this as a one-pager?
Download the Brand Quickstart — MD for AI-model ingestion, HTML / PDF for partner briefs.
Download quickstart
Messaging
Message Hierarchy
Our four truths — the messages ProphetX repeats until the world knows them. Every ad, script, social post, and piece of creative ladders up to one of these. Sample hooks are illustrative — agencies and partners are encouraged to develop their own creative within the truth of each pillar.
Pillar 1
Same Moment, Bigger Payouts
"The same game. The same trade. More money back."
Our odds beat the competition. When you trade the same event on ProphetX vs. a traditional platform, you keep more. Better math.
Audiences
T1 (primary) · T2 (primary) · T3 · T4
Tone
Factual with weight. A structural revelation, not a promo. Let the number close. Celebrate the win.
Sample hooks & themes
"Same markets. Better prices. Every time."
"Drop the juice. Keep the cash."
"You've been paying the house on every line for years. There's a better way to do this."
"You called it. Now keep what you win."
Channels
Paid social (payout comparison overlay) · CTV (cinematic same-moment) · UGC ("what I was leaving on the table")
Pillar 2
We Know Sports
"Built by sports obsessives, for sports obsessives."
ProphetX is sports-native. Every market is built by people who studied the line, watched the film, lived the sport.
Audiences
T1 · T2 · T3 · T4 (all primary)
Tone
Credibility and identity. Not a claim — a fact. Warm but authoritative. Works across all tiers as a brand truth.
Sample hooks & themes
"We live for this. We built the market to prove it."
"From opening lines to closing — we're here."
"Sports knowledge is a skill. We built a market around it."
"The most dangerous person in the room watched every game."
Channels
Organic (brand identity, community, season-long) · UGC (real fan vs. real fan) · CTV (F1 tone — smart room, credibility)
Pillar 3
No Limits
"Win here. Keep winning. We won't stop you."
Sharp traders have been exiled from every major platform. ProphetX rewards skill. Limits are for platforms that fear you.
Audiences
T1 (primary) · T2 (primary) — primarily T1; works as sharp-aspiration for T2.
Tone
Defiant and liberating. The platform as the ally of the skilled trader. "Make your own odds" / "trade any side" / "markets never close" are product expressions of this truth.
Sample hooks & themes
"Too good for other platforms. Exactly right for us."
"No limits. No flags. No apologies."
"They set the line. You beat it."
"Make your own odds. Trade any side. Markets never close."
Channels
Paid (sharp identity, anti-limit angle) · UGC ("I got limited everywhere else") · Organic (real-time markets on tentpoles)
Pillar 4
Best Odds in Sports
"If you care about price, you're in the right place."
Our peer-to-peer model drives better odds on straight trades. No platform delivers more value per trade. If you care about price, you're in the right place.
Audiences
T1 (primary) · T2 (primary) · T3 — distinct from P1: P1 is emotional/comparative; P4 is rational/price-structural.
Tone
Rational, price-first, for the fan who shops the line.
Sample hooks & themes
"Price matters. We win on price."
"Trade smarter. Keep more."
"Better math. Better return. Every straight trade."
"For the fan who shops the line — this is where it ends."
Channels
Paid (odds comparison, straights-first) · Performance landing pages · Retargeting
Support pillar
Availability & Access
Legal across more states. More coming post-CFTC designation.
Hero message: Available in your state. More coming.
Audiences
T3 (primary) · T4 (primary) — support copy only. "You're early" works as an aspirational layer for T1/T3.
Use
Removes friction, never heroes.
Sample hooks & themes
"Legal in your state. Not everywhere. Yet."
"You're early. That's the point."
"The map comparison they don't want you to see."
Channels
Geo-targeted paid · App store · Retargeting
Downloads
Want this as a one-pager?
Download the Brand Quickstart — MD for AI-model ingestion, HTML / PDF for partner briefs.
Download quickstart
Messaging
Voice & Rules
How ProphetX sounds, what we never say, and the approved-vs-banned vocabulary. The trade-not-bet rule is a hard compliance requirement — gambling-coded language can trigger automated ad rejection.
Tone of voice
We sound like
  • Precise and data-driven — intelligence wins here, not luck
  • Confident, not cocky — F1-level restraint, the product speaks
  • Edge-forward — write from the trader's POV, not the platform's
  • Sports-obsessed — live in the news cycle, injury reports, the rumour mill
  • Celebratory of winning — the win should feel earned and inevitable
  • Upgraded but accessible — elevated without being alienating
  • Decisive in CTAs — "Trade Now." "See the Markets." "Get Better Odds."
We never sound like
  • Hyped, screaming, or desperate for attention
  • Parlay-first — audience is straights-first; lead with straights, moneylines, spreads
  • Gambling-coded — no "lucky," "jackpot," "gamble," or "win big"
  • Weak on CTAs — never "Learn More" or "Click Here"
  • Busy or noisy — ProphetX is premium; negative space is your friend
  • Corporate, sanitised, or over-lawyered
  • Silly, corny, or juvenile — humour must be guaranteed to land
Brand don'ts
Hard rules for all creative work. When reviewing partner output, run against this list first.
ColorsWrong colour usage
Using colours outside the approved brand palette as primary accents. Brand colour tokens are provided — stay within the system.
LogoDistorted logo
Stretching, squishing, or rotating the ProphetX mark in any direction. The X shape must maintain its exact proportions.
LogoLogo on white / light
The teal gradient logo on white creates contrast failure. Use the white logo version or add a dark panel behind the mark.
TypographyWrong fonts
Any font outside GT America Condensed in branded ads and deliverables. Platform-native fonts are permitted for organic social — see AI Guidelines.
MessagingGambling language
Using "lucky," "jackpot," "gamble," or "win big." We are a prediction market and financial exchange — not a casino.
DesignBusy / noisy layouts
Too many elements, colours, or competing focal points. ProphetX is premium. Negative space is your friend.
CopyWeak CTAs
Wishy-washy CTAs like "Learn More" or "Click Here." Use decisive language: "Trade Now." "See the Markets." "Get Better Odds."
LogoUnauthorised variations
Creating your own version of the logo, adding taglines, or combining with other logos. Always use approved files only.
MessagingParlay-first language
Our audience is straights-first. Never lead with parlay or multi-leg language. Lead with straights, moneylines, spreads.
Approved vocabulary
Use
Trade / trading House cut Prediction market Event contract Lay / fade Edge Straights Moneylines Spreads Market
Lead with straights, moneylines, and spreads. These are the sharp-first language markers.
Never use
Bet / betting Wager / wagering Play / playing Vig Lucky Jackpot Gamble Win big Sportsbook (in hero copy) Parlay-first Guaranteed returns Risk-free
We are a prediction market and financial exchange — not a casino. Vig is specifically avoided because of the Novig association.
Downloads
Want this as a one-pager?
Download the Brand Quickstart — MD for AI-model ingestion, HTML / PDF for partner briefs.
Download quickstart
Messaging
AI Creative Guidelines
ProphetX uses AI agencies and AI-assisted production tools for ad creative, UGC video, static assets, and copy iteration. AI is an approved and active part of the production stack. The standard is not whether it was made with AI — the standard is whether it meets ProphetX brand quality.
Creative direction — lean into what AI does best
AI excels at cinematic scale, visual precision, and worlds that would be impossible or prohibitively expensive to shoot practically. That is the creative direction to pursue — not lo-fi imitation of human UGC content. When AI tries to pass as authentic human content and falls short, it undermines trust. When it commits to its own aesthetic strengths, it earns attention.
Aim for
Cinematic stadium sequences that feel impossible. Abstract data visualisations of market movement. Atmospheric, F1-level production. Hyper-stylised win moments.
Avoid
AI talent that almost-but-not-quite looks human. Synthetic "talking head" formats trying to pass as real creators. Generic stock-feeling sports imagery. Anything where the AI-ness is a limitation rather than a creative choice.
Approved uses
Cinematic paid creative
AI-generated environments, sequences, and visual worlds at scale that would be cost-prohibitive to shoot. The premium, F1-level aesthetic lives here.
UGC-style video ads
Approved when executed with conviction. If the concept calls for authentic-feeling human content, ensure the execution can carry it. Half-measures undermine the brand.
Static asset production
AI image generation for ad backgrounds, lifestyle imagery, social assets. Must conform to brand colour system and visual standards.
Copy iteration
AI tools for generating headline variants, hook testing, and script drafts. All output must be reviewed against this hierarchy before use.
Voiceover & narration
AI voice is approved where brand tone can be controlled. Must sound confident, not robotic.
Script generation
AI scriptwriting is active. Scripts must ladder to one of the four pillar truths and pass the brand don'ts checklist.
What AI creative must never do
  • Imitate human content poorly. AI trying to pass as authentic UGC and falling short is a brand liability. Either execute it convincingly or lean into the cinematic direction instead.
  • Use off-brand language. AI models default to gambling-coded language. Every output must be swept for "bet," "wager," "lucky," "jackpot," "win big," and parlay-first framing.
  • Use off-brand visuals. AI tools default to generic sports imagery and blue/purple palettes. Stay within the brand colour system. No generic podium celebrations or confetti unless earned.
  • Approximate the logo. AI tools must never generate or recreate the ProphetX mark. Always place the approved SVG file on any AI-generated background.
Font guidance by format
Context Guidance
Branded ads & deliverables GT America Condensed required. The ProphetX type system must appear in any output that carries the brand visually.
Organic & paid social Platform-native fonts are permitted where organic feel is the goal. Blending into the feed can outperform brand consistency. Organic trumps brand where the concept calls for it.
AI-generated creative GT America Condensed for any cinematic or branded AI output. For AI UGC-style targeting organic feel, platform-native fonts apply. Match the font choice to the creative intent.
Review checklist for AI-generated creative
Before deployment, every AI-generated asset must pass the following checks:
☐ Does it ladder to one of the four pillar truths?
☐ Does it use approved vocabulary (trade, not bet/wager/play)?
☐ Does it stay within the brand colour system?
☐ Is the approved logo file placed — not generated?
☐ Is the tone precise and confident, not hyped or generic?
☐ Does it lead with straights/moneylines, not parlays?
☐ Does the font choice match the creative intent?
☐ Would a sharp trader find it credible?
Downloads
Want this as a one-pager?
Download the Brand Quickstart — MD for AI-model ingestion, HTML / PDF for partner briefs.
Download quickstart
AI & Skills
ProphetX Brand Skills
A growing library of Claude / AI skills tailored to the ProphetX brand — drop them into Claude Code, Claude chat, or any compatible tool to keep AI-assisted work on-brand. This section is in planning now; artifacts land here as they're built.
Coming soon. The skills below are placeholders — previewing the shape of the library. We'll ship them one at a time over the coming weeks.
What this library covers
Planned
Brand-aware chat artifacts
Generate on-brand HTML artifacts in Claude chat — correct colours, GT America, logo file placement, vocabulary rules applied automatically.
Planned
Vibe-coded brand components
React / HTML snippets pre-wired with ProphetX tokens, fonts, and logo SVGs. Paste into any prototype to make it feel native without hand-building the system.
Planned
Claude Design — Figma bridge
Point Claude at a Figma file and let it pull variables, components, and frames into brand-aware code. Links the design system to AI-driven production.
Planned
AI creative brief generator
Generates production-ready briefs for AI agencies — audience, pillar truth, tone, don'ts, and vocabulary — all aligned to the current messaging hierarchy.
Planned
Copy & voice review
Paste ad copy, emails, or scripts — the skill flags gambling-coded language, parlay-first framing, weak CTAs, and outcome-promise drift against the brand don'ts.
Live
Publish product shots
Walks a fresh set of Figma product-shot exports into the correct folder structure, regenerates the manifest, and pushes. Lives at .claude/skills/publish-product-shots/.
Where this is headed
Each skill ships with a standalone Markdown file you can paste into Claude chat, plus a SKILL.md that installs into any Claude Code project under .claude/skills/. The idea is a single place to grab every Claude / AI skill that's been tuned for ProphetX brand work — agency partners, internal teams, and external creators included.
Want a skill that isn't here? Email jeff.donaldson@prophetexchange.com with what you're trying to do — we'll prioritise the list.
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