Before the World Cup kick-off on June 11, the majority of the betting industry was expecting it to be the most celebrated betting event in history. As we are midway through the tournament, the expectations appear to be met.
When FIFA announced the expansion of the World Cup schedule, adding 48 teams for the first time, many argued that this would benefit the sport or the tournament. In this group weren’t included the bookmakers, who saw a window opening for more fan engagement, higher betting volume and more market opportunities.
It seems they were right, at least until the end of the World Cup group stage.
Unprecedented Europe & UK Engagement
Europe in general, and the UK in particular, are the main strongholds of football. Wagering is associated with the sport, and betting engagement in many European countries has hit an all-time high. According to recent market analysis, the major sportsbooks are handling high betting volumes that remain steady even on lower-profile group fixtures.
Bettors didn’t hold their horses during the group stage, waiting for the prime-time knock-out matches. Instead, they spread their bankrolls, especially during live, with in-play betting offerings.
Trading data from Bet365 revealed that the operator paid out over £30 million ($39.5 million) in just the first 11 days of the tournament. This was the result of specialised “player substitution” and “early-payout” promotions, which are very common across sportsbooks worldwide. This proves that the bettors are constantly looking for new marketing ideas and stick with innovative bookies.
North America Wager Volume Peaks
With the World Cup hosted in the US, Mexico and Canada, the region wouldn’t stay away from betting. Especially with the US market being regulated and moving to a more mature wagering approach.
Data from H2 Gambling Capital indicates that the expansion of local bookmakers has broadened their player base. Across the host region, roughly 65% of the United States' population now has access to betting options. At the same time, local operators report that the betting handle during the group stage rivals the annual handles of established domestic sports leagues.
This reflects a widespread betting culture, making soccer wagering across North America more popular than ever, especially with favourable local kick-off times.
Asia Gains Momentum
The eastern markets are also demonstrating staggering liquidity during the world's top football tournament. Data from Tribuna Data Insights shows a remarkable acceleration in wagering velocity. Especially in China, the wagering volume almost doubled week over week, surpassing the $1 billion milestone in a single 7-day period during the World Cup group stage.
