Published on: May 26, 2026, at 12:42h.
Updated on: May 26, 2026, at 12:42h.
- World Cup Insights Explore Retention Potential for Operators
- Research reveals that 65% of American bettors plan to continue wagering even after their country’s team is eliminated
- Canadian operators discuss the unique engagement opportunities presented by the World Cup
Recent findings from an Optimove Insights study demonstrate that a significant number of individuals betting on the 2026 FIFA World Cup intend to maintain their activity even if their national teams do not advance.
Enhancing Retention Strategies
The 2026 U.S. World Cup Betting Intentions Report indicates that merely three percent of participants will cease betting entirely, while 65 percent express intentions to keep betting after their national team’s exit.
The World Cup’s opening match is set for June 11 in Mexico City, with subsequent matches held throughout Mexico, the U.S., and Canada, culminating in the final at MetLife Stadium in East Rutherford, New Jersey, on July 19.
Additional findings from the Optimove study show that 17 percent plan to continue betting at a lesser frequency after their team’s elimination. Furthermore, once their national team is out, 67 percent will follow a star player (most commonly Mbappé from France, Vinicius Jr. from Brazil, and Bellingham from England), 46 percent will back an underdog, and 43 percent will place bets on the team that eliminated their national squad.
World Cup Kicks Off in Mexico on June 11
Optimove supplies AI-driven CRM and marketing automation tools to igaming and sports betting professionals, facilitating personalized player engagement, retention strategies, bonuses, and lifecycle marketing efforts. They routinely publish marketing studies surrounding major sporting events, including March Madness and the Super Bowl.
Pini Yakuel, the Founder and CEO of Optimove, noted the implications of the survey results, emphasizing that the World Cup presents operators with an opportunity to optimize their retention strategies, as the prospect of two-thirds of U.S. bettors remaining engaged is noteworthy.
Almost 75 percent of U.S. bettors plan to make at least one wager during the 2026 FIFA World Cup. Among them, 60 percent are very confident in their knowledge about the event, while another 24 percent consider themselves moderately confident.
76% Indicate They Will Continue Betting After World Cup Concludes
A notable 84 percent intend to participate in live or in-play betting, with 58 percent planning multiple bets for each match. Additionally, 60 percent stated that an offer or bet linked to their team or players they follow is paramount to their receptiveness to sportsbook communications.
An impressive 76 percent expressed their intent to continue betting on soccer after the World Cup, with 70 percent anticipated to shift towards the UEFA Champions League, 58 percent to the English Premier League, and 53 percent to La Liga. Furthermore, 69 percent plan to utilize two or more sportsbooks during the tournament.
As Yakuel pointed out, the majority of American bettors surveyed are inclined to remain involved.
Insights from the Canadian Summit on World Cup Betting
Canadian operators are drawn to these lessons, as highlighted in a panel discussion at the recent SBC Summit Canada in Toronto. Vancouver and Toronto will host matches, totaling 104 games across 48 teams over 40 days. Anthony Gaud, CEO of Gaud-Hammer Gaming Group, described the World Cup as being “40 times” the scale of the Super Bowl from a betting perspective.
Operators in Canada are preparing for an influx of new bettors and heightened brand engagement, emphasizing a marketing strategy centered on personalization, according to Tim Whitehead, Director of Sportsbook Operations at DraftKings.
The time zone greatly favors North American players,” he commented. “There’s a sense of local fandom. Canada boasts its strongest team ever (currently ranked 30th in the world, as per FIFA), and is a contender to advance from the group stage. If Canada, the U.S., and Mexico progress deeper into the tournament, it will fuel engagement and enhance sales potential.
Advantage of the Home Team
Whitehead mentioned that DraftKings plans to roll out unprecedented player props and team markets. Greg Sindall, Senior Director of Digital Sports Product at OLG, referred to the World Cup as “the final major acquisition opportunity” for the Ontario igaming sector, projecting that 46 percent of Ontarians will place a bet during the event.
The last World Cup final took place in December 2022, eight months after Ontario’s regulated igaming market went live, allowing operators to apply valuable lessons from that event, according to Sindall.
Yohan Mathew, Director of Marketing at BetMGM, indicated that their promotional campaigns will heavily emphasize localization.
“We will simultaneously track the tournament’s narrative, tuning into rising underdogs and significant rivalries,” he remarked.
More Teams, More Matches
The expanded format of the World Cup—with more teams and matches—creates additional avenues for engagement, Mathew noted.
“However, this expansion comes with its challenges, including potential mismatches during the group stage, prompting us to consider strategies for maintaining customer interest,” he explained.
Panelists agreed on the necessity for localized approaches across Canada and the U.S., recognizing that bettors might support Argentina due to Messi or have ancestry tied to Germany. Tailored experiences are vital. It’s about blending beloved products with outstanding customer experiences, crafting an organic user journey, added Whitehead.
Embrace Localization
The takeaway from significant acquisition events like the World Cup is that precision surpasses scale, he emphasized. Utilize the initial interaction period with casual players to introduce them to various sports betting options on the platform, along with its diverse verticals.
“Certainly, there will be a substantial influx of new players, but we must balance acquiring valuable players with delivering experiences that encourage their ongoing engagement with the platform,” noted Whitehead.
“Identify that balance, focus on localization, and remember that Toronto is a tapestry of diverse cultures, guiding the tactical strategy from there.”