First-Time Betting Expected to Spike During 2026 World Cup
The 2026 FIFA World Cup is set to trigger a massive wave of new bettors across global markets, according to new research from Paysafe.
A survey spanning 13 countries found that roughly one in five fans plan to place their first-ever wager during the tournament.
Host nations are leading the charge. In U.S. states where sports betting is legal, more than six in ten fans intend to wager. Nearly a third of those respondents will be betting for the first time.
Mexico shows even higher interest, with nearly seven in ten fans planning to join in. In Canada, almost half of the fans surveyed expect to place a bet.
Spotlight Sports Group found a similar trend in its own recent research. Its data shows that seven in ten fans plan to wager, with two-thirds of that group being first-time World Cup bettors.
However, high interest does not necessarily mean high confidence. Very few fans (less than ten percent) actually feel certain about how to place their bets.
This gap between interest and expertise gives operators a unique chance to win over customers through better guidance.
Mark Langdon, Group Sports Director at Spotlight Sports Group, sees a clear opening:
The data shows that the 2026 World Cup will bring a huge wave of new and inexperienced bettors into the market. Operators that deliver simple onboarding, strong pre-match insight and personalised content will be best positioned to capture and engage this audience.
The expanded format has drawn interest beyond traditional soccer fans.
Live Betting and Payment Speed Drive Engagement
With 48 teams and 104 matches, the 2026 World Cup’s expanded format is driving a significant increase in online betting.
Across North America, six in ten bettors plan to place wagers online. This demand is also strong in mature European markets like the UK and Italy, where majorities of fans intend to participate.
The betting population extends well beyond traditional soccer fans. Returning bettors comprise four in ten participants, while nearly half of those planning to wager have never regularly followed the sport.
Live betting is expected to lead engagement patterns. Most fans plan to watch matches live from home, and nearly two-thirds anticipate placing bets during in-play wagering.
Payment reliability has become the primary operator selection criterion. While brand reputation retains importance, a third of bettors now identify payout speed as decisive.
Withdrawal speed has overtaken odds, promotions, and user interface design as a priority for many. Peru demonstrates this trend particularly strongly, with bettors viewing speed as equally important as company reputation.
Instant payouts significantly enhance player satisfaction and loyalty. The vast majority report greater satisfaction when winnings are accessible immediately, and a third consider speed to be their top factor in choosing an operator.
Additional payment factors shape customer decisions. About a quarter of bettors prioritize rapid deposits and preferred payment methods. Notably, nearly half have abandoned wagers because their chosen payment option was unavailable.
Negative payment experiences drive customer defection. Nearly nine in ten would switch operators following a poor payment incident, with switching rates climbing higher in the U.S. and Ecuador.
Locally tailored payment solutions carry significant competitive weight. Brazil sees nearly half of bettors expecting to use Pix, while Peru demonstrates comparable concentration around PagoEfectivo, with over a third of bettors.
Offering these regionally specific options has become competitively essential. Zak Cutler, President of Global Gaming at Paysafe, explained:
Our latest research indicates that to optimize player acquisition and retention, operators need to enhance their cashiers, as payments will be of paramount importance for the tournament’s duration – and beyond.
