How the 2026 World Cup is Shaping Sports Betting's Future

The 2026 FIFA World Cup revealed significant trends reshaping the sports betting landscape, influencing acquisition, engagement, and retention strategies worldwide. During the tournament, the Kambi network saw over 100 million bets placed, indicating evolving bettor behavior. Notably, Bet Builder, player props, and live betting emerged as pivotal components of this evolution.

Bet Builder's Dominance in Sportsbooks

Bet Builder has become essential, accounting for 35% of all bets during the World Cup, up from 17% in 2022. Bettors are crafting more detailed wagers, with 72% of Bet Builder bets involving three or more selections, compared to 55% in the last tournament. Players who engaged with Bet Builder placed 3.3 times more bets than those who did not, emphasizing the allure of personalized betting.

The Rise of Player Props

Bet Builder's growth is closely tied to player props. In 2026, 65% of Bet Builder bets included player-specific markets, a substantial rise from 25% in 2022. Popular bets focused on player performance, such as shots on target. Bettors placing player props wagered 3.4 times more frequently and across 2.4 times more matches. For operators, diversifying player props is crucial for providing engaging experiences.

Personalized Betting Experiences

Bettors now seek control over their betting narratives, moving beyond traditional single-outcome wagers. The data shows active bettors engaged more with Bet Builder and player props, confirming a demand for deeper, personalized options. Operators must offer comprehensive sportsbooks with accurate pricing and a broad range of markets to capitalize on this trend.

The Dynamic Nature of Live Betting

Live betting evolved significantly during the World Cup. Live Bet Builder bets rose from 3% in 2022 to 22% in 2026. With AI innovations, Kambi enhanced live trading, boosting in-play betting. Key moments, such as penalty shoot-outs, drove heightened engagement, underscoring the necessity for swift, stable market responses during live events.

Beyond the Event — Retention Remains Crucial

While the World Cup attracted numerous first-time bettors — accounting for 13% of tournament turnover — retaining these users is vital for long-term value. During the World Cup, 17% of newcomers placed non-World Cup wagers, alongside 39% of existing bettors. This highlights the importance of a robust sportsbook offering that extends beyond major tournaments like the World Cup.

The 2026 FIFA World Cup not only provided insights into current trends but also set a precedent for future sportsbook developments. The demand for personalization and the role of big events in customer acquisition and retention continue to define the industry.