Some sports wagering platforms, as well as popular prediction markets Kalshi and Polymarket, are touting their availability to users starting at 18 despite most U.S. states restricting gambling to 21 and older. The companies often use memes to advertise their platforms, then keep users hooked with what they market as low-stakes, casual opportunities to make an easy buck. That creates an environment that some say feels more like a game and less like a risky financial transaction. Young adulthood is a crucial period for companies to cultivate long-term users, but experts note that it’s also a critical moment for cognitive development. Kalshi says memes are “just a part of corporate branding nowadays” and their usage isn’t necessarily related to age.