A faux prediction market hits the dust -- Predictify closes
Predictify, a prediction platform that claimed to be "like fantasy sports for everything else" has cited the tough economic climate and announced its decision to close. Capitalizing on the public obsession with news, the site offered a "forward looking dimension" to news reporting -- allowing users to predict events before they happened (!) The site's failure is not surprising.
Predictify asked a wide range of questions. A recent look at the site shows the following questions as among the most popular:
- Will a cure for Alzheimers be discovered by 2015?
- Will the national drinking age be lowered to 18 in the next two years?
- By the end of 2009, what will be Texas' status in the union?
The site also added demographic information to the predictions in an attempt to make the site more fun. I learned, for example, that 25% more Muslims than Mormons expect Hannah Montana to become a billionaire by age 18. I'm not sure what great insight can be gleaned from this observation, even apart from the fact that in a pool of 1,200 total bets, there were surely not enough Muslim and Mormon bettors to make that result statistically significant.
Predictify was one of a whole host of "prediction market" news sites to appear online with the buzz surrounding James Surowieki's The Wisdom of Crowds. They suffered from some common weaknesses:
- Weak incentives -- relying on a leaderboard when you have thousands of anonymous people who don't know or care about each other is not a particularly effective incentive
- No market making mechanism -- unlike in a real market, where if you want to buy something, someone has to be willing to sell it to you, these sites allowed all transactions to occur, making them more akin to a poll than a market
- Stupid questions -- it's partially the fault of the user base who suggested the questions, but there were so many poorly worded serious questions or simply frivolous pop culture questions, that the sites felt more like a cheap, relatively amusing place to waste time than a serious place to think about the probabilities of future events that matter
The greatest fault of all, however, cuts most directly at the legitimate ability of a site like Predictify to generate accurate forecasts: there is zero reason to believe that the site's user base has any insight into the questions at hand. What level of wisdom across pop culture, political, sports, and business events can be expected from the same anonymous crowd?
This is not to say that collective intelligence is not a powerful tool. In Surowieki's book, the famous opening example of a bunch of farmers at a market better able to collectively estimate the weight of a cow than any individual (i.e., the average estimate was nearly exactly right when no single estimate was) is powerful. The difference? These people actually knew something about cows.
By contrast, I have no insight into Jon and Kate's marriage -- there is no reason to think that asking 2,000 people like me whether they will divorce in 2009 would produce a more accurate prediction than say, asking a writer at US Weekly, who follows them around. A crowd in itself does not produce wisdom.
So the novelty of Predictify has worn down and the site is closing. I hope this signals a change in the public consideration of the prediction market industry -- away from silly news forecasting sites with vapid promises of wisdom and towards serious enterprise prediction markets where the market players possess unique information that effectively pooled can produce insights into real company issues.
Predictify,
Wisdom of Crowds,
prediction market 






