We should witness a surge of first-time bettors during the 2026 World Cup according to research issued by Paysafe, with 19% of general consumers placing their first ever online bet on the summer tournament. Â
In the US alone that estimate rises to 29% with Mexico not far behind on 26%.
The figures come from a wider World Cup report produced by global payments company Paysafe that is headquartered in London.
The research document titled All The Ways Players Pay interacted with customers worldwide to gather intel on how fans will watch, bet and pay during football’s showpiece event.
Gaining A Global View
Paysafe surveyed 3,850 respondents who had expressed interest in following this year’s World Cup being hosted in the US, Canada and Mexico.
The research targeted consumers in key regulated sports-betting markets across North America, Europe and Latin America.
As well as asking about betting intentions, the survey also covered travel, digital experiences and preferred payment methods.
Betting On The 2026 World Cup
Nearly two thirds of respondents said they intended to place a bet on the World Cup, either online or via a mobile app.
The 60% who said they would be placing a wager comprised of 41% who said they had also bet previously and 19% who revealed it would be the first time they would be betting online.
The numbers for potential first-time bettors were much higher in the US (29%) and Mexico (26%) showing huge potential for operators in those host countries.
Passive interest holds some strong value too, as from the respondents who do not follow football regularly, 49% said they still anticipated placing bets on the tournament.
Timing Is Everything
Match-day is the key focus point for those planning to place a bet.
Only 36% intend to bet before the day of a game with 64% preferring to wait until closer to kick-off.
Factors at play here are waiting for updated team news and form guides before committing to a wager.
It also adds to the match-day excitement with 8% saying they would be waiting until a few minutes before the game starts before making final selections.
Increase In Betting Activity
From those who intend to place a bet, 37% say they anticipate placing more wagers than usual.
A further 55% expect to at least match their regular levels of engagement with just 4% saying they may cool their interest, with a further 4% uncertain of their plans at this stage.
In the US alone the figure for bettors saying they would be increasing their activity jumped to 51%.
There were some interesting side notes regarding potential engagement.
Joining a group bet pool or pot was of interest to 60% of respondents and 54% said they would be more active if they had extra money.
Both of those highlight to betting operators a desire for community-based experiences and promotional offers within the boundaries of responsible gambling.
Challenge For UK Betting Companies
Another report has highlighted the challenge UK betting operators face when presenting the 2026 World Cup.
Spotlight Sports Group conducted its own major survey into potential World Cup betting.
Games will be kicking-off at unsociable hours for the UK audience, who will be watching from home on TV or streaming services rather than at pubs and outdoor screenings.
That lack of social element is likely to see fans turn to social media and betting sites for community engagement.
Spotlight’s recommendation is that betting operators should create their own live community experience through trusted, expert-led content.
Betting Companies To Stream World Cup Games Live
In a huge boost for UK operators it was announced this week that they will have the opportunity to stream World Cup matches live.
FIFA have agreed a deal with Stats Perform to become official betting data and betting streaming rights distributor for football’s governing body.
That gives licensed bookmakers the chance to keep users engaged with their digital products, enhancing the live action with their latest in-play offers and promotions.
