In a recent study published on August 5, 2026, by the renowned iGaming analysis company Optimove Insights, it was revealed that the World Cup significantly increased the number of active bettors in the United States, Europe, and Latin America, while also boosting the count of first-time depositors.
Rodri of Spain celebrates lifting the FIFA World Cup Trophy after their victory against Argentina at the New York New Jersey Stadium on July 19, 2026. (Image: David Ramos/Getty Images)
As anticipated by industry analysts, the event proved to be a pivotal moment for sportsbooks.
“The World Cup 2026 provided sportsbook operators with the kind of exposure that major events promise: a larger audience and a significant influx of new depositors,” commented Pini Yakuel, the Founder and CEO of Optimove.
Worldwide Betting Boom
The World Cup commenced on June 11 and concluded on July 19, featuring 48 teams engaged in 104 matches across the U.S., Mexico, and Canada.
According to Optimove, throughout the tournament, the average number of bettors in the U.S. reached 121% of the usual seasonal baseline, while Europe saw 136%, and Latin America experienced an increase of 153% (indicating bets were respectively 21%, 36%, and 53% above normal levels).
The remarkable growth was particularly evident among first-time depositors; Optimove revealed that this demographic surged to 179% of the baseline in the U.S., 194% in Europe, and an impressive 314% in Latin America (increases of 79%, 94%, and 214% over typical levels, respectively).
Emerging Bettors
This study leveraged aggregated data from prominent sportsbooks across the U.S., Europe, and Latin America, averaging about 26 million active sports bettors each month from April to July 2026.
As sports betting analyst Phill Gray stated to Casino.org on June 10, 2026: “The gaming sector has been preparing for this for years. It will be one of the largest betting spectacles ever, comparable to several Super Bowls’ worth of revenue in just one month.”
Leading sportsbooks like DraftKings and FanDuel reported notable increases in betting activity throughout the tournament.
Final Match Catalyzes Growth
DraftKings’ Director of Race & Sports Operations Johnny Avello remarked to Casino.org on July 1, 2026: “This soccer tournament has been exceptional. The betting volume has exceeded our expectations. I believe it will outpace March Madness.”
CBS Sports documented that DraftKings recorded 2 million bets on the World Cup final duel between Spain and Argentina, marking it as their most bet-on soccer match ever. Overall betting on the 2026 tournament at DraftKings surged by 650% compared to the 2022 tournament.
Regional trends varied by tournament stage, as noted in the Optimove analysis, highlighting an event-driven betting pattern in the U.S. — dipping below the baseline during the semifinals and peaking on the final match day.
Focus on Retention
The final match witnessed remarkable acquisition metrics – first-time depositors jumped from 139% to 257% of baseline in the U.S., and from 217% to 254% in Europe. Latin America also experienced a significant increase, rising from 242% to 351% during the final.
“However, the data also highlights a challenge,” said Yakuel. “An influx of bettors doesn’t necessarily result in deeper engagement or increased long-term value. It’s crucial for operators to identify which customers will evolve into consistent, profitable players versus those who were merely drawn in by the event.”
