Kambi released its World Cup 2026 betting report on 7 August, detailing tournament wagering activity across its partner network. The data covers 100 million processed bets and highlights shifts in player engagement during the 39-day event.
Tournament Data and Trading Technology
The competition marked the first time Kambi applied its AI trading system across the entire event. Partners used the automated platform to handle peak demand while maintaining product variety and system stability. The final match alone generated over one million unique bet combinations.Wagering Trends and User Activity
Bet Builder selections accounted for 35 percent of all tournament wagers, representing a two-fold increase compared to the 2022 edition. Player-specific markets drove this growth, appearing in 65 percent of Bet Builder slips, up from 25 percent four years earlier. New users also made up a significant portion of the audience, with nearly one in four bettors placing their first wager on the network during the tournament.Esports finished as the fifth most popular category on the platform, with activity peaking during the final match halftime broadcast. Oliver Lamb, SVP Trading at Kambi, stated that the expansion of pre-match and live Bet Builder turnover, alongside rising interest in player shot metrics, outlines ongoing market developments.
The full dataset is available through the company’s published report.