Trends of the 2026 World Cup Transforming Sports Betting

The FIFA World Cup 2026 showcased significant trends in sports betting, emphasizing the growing interest in Bet Builder, live betting, and player markets. Over the course of five weeks, bettors on the Kambi network placed more than 100 million bets, indicating an evolution in betting behavior.

The Prominence of Bet Builder

Bet Builder continued its development, representing 35% of all bets compared to 17% at the 2022 World Cup. Bettors are increasingly using this product to create detailed narratives on how they expect a match to unfold. During the tournament, 72% of Bet Builder bets included three or more selections, up from 55% in 2022. Bet Builder users placed 3.3 times more bets than those who did not use it, highlighting the impact of personalized products on customer activity.

Growing Importance of Player Props

A key trend was the relevance of specific player markets. 65% of Bet Builder bets incorporated at least one player prop, up from 25% in 2022. Player shots on goal were among the most popular selections, showing how bettors prefer to build bets around individual players. Users who bet on at least one player prop placed 3.4 times more bets and wagered on 2.4 times more matches, evidencing the popularity of these markets.

Customization and Dynamic Experiences

An important takeaway from the tournament is the pursuit of bets beyond traditional outcomes, such as 1x2. Kambi's study indicates that Bet Builder and player prop users are more active, betting 3.3 and 3.4 times more respectively than those who do not use them. For operators, this represents an opportunity to offer a deep and adaptable sportsbook that enhances customer engagement.

Evolution of Live Betting

Live betting was key during the World Cup, showing changes in interaction with live markets. 22% of live Bet Builder bets marked a jump from 3% in 2022, driven by advancements in AI trading by Kambi. Critical moments like penalty shootouts increased betting activity, highlighting the need for speed and stability in live betting.

Customer Acquisition and Retention

The tournament not only attracted seasoned bettors but also served to capture new users; nearly one in four placed a bet for the first time on the Kambi network. These new bettors represented 13% of the total betting volume of the tournament. Maintaining the interest of these customers is crucial for long-term value.

The 2026 World Cup offers a unique insight into where the sports betting industry is headed. The rise of personalized experiences and the integration of player markets indicate clear future directions. Major sporting events will continue to be a powerful tool for attracting new customers, but ongoing retention and engagement are key.