Since Spain captain Rodri lifted the FIFA World Cup trophy two months ago, sportsbooks have been analyzing the tournament's impact on betting behavior. While European football has shifted its focus to new domestic seasons, the insights gained from the month-long event will shape sportsbook strategies for the foreseeable future.
Despite the inability to confirm prior estimates of $500 million wagered globally on each game, the 48-team, 104-game tournament undoubtedly stands as the largest sports betting event ever recorded. Data from WSF Odds, a company focusing on football odds for player, team, and match propositions, reveals significant wagering activity during this period.
In the eight months leading up to the World Cup, from October 2025 to May 2026, WSF Odds recorded a turnover of €389 million and gross gaming revenue (GGR) of €61.4 million across its offerings. However, during June and July, when the tournament captured global attention, turnover soared to €163.8 million, with GGR reaching €27.1 million. The average monthly turnover during these months spiked by approximately 68%, while GGR increased by about 76%. The overall margin also improved from 15.8% to 16.5%, indicating more profound implications lying beneath these headline numbers.
WSF Odds operates across more than 30 countries, offering markets for 99 football competitions worldwide. By aggregating data across a diverse range of operators, including Betclic, Betsson, and Tipsport, as well as partners like Altenar, WSF Odds assessed the performance of goalscorer, player, team, and match markets throughout the World Cup.
Remarkably, bettors continued to favor traditional markets, such as goalscorer bets, which constituted 28.8% of WSF Odds’ turnover before the tournament, rising to 29.4% in the months of June and July. "The important point for us is that demand for goalscorer betting remained strong while the category itself became broader," noted Filippo Celleno, WSF Odds product owner.
Celleno explained that their goalscorer offerings now encompass 42 markets, expanding beyond simple scoring bets to include options like Supersub and method-of-goal bets. This diversification caters to the same fundamental inquiry: who will score and how.
The rising prevalence of player props was another notable trend. Prior to the World Cup, these bets made up only 10.4% of WSF Odds’ turnover and 15.4% of GGR. By June and July, those figures rose to 14.2% of turnover and 20.9% of GGR. Margin improved as well, from 23.5% before the tournament to 24.3%. Celleno reaffirmed that as the betting landscape expanded to include more individual player performance metrics, from scoring attempts to assists and fouls, the outcomes have been positive.
Team and match markets continued to dominate, accounting for approximately 44% of turnover and 36% of GGR in June and July. Team and match shots generated around €30.8 million, while shots on goal amounted to €12.2 million in turnover and €2.2 million in GGR.
According to Sam Hill, WSF Odds sales director, the unpredictability inherent in knockout tournaments made performance markets especially popular. "Knockout football is difficult to predict by definition," Hill stated. "Performance markets give bettors another way into the match when choosing the final winner feels less obvious."
The tournament also highlighted the appeal of Combo markets, which allow bettors to combine various performance propositions. Introduced just before the World Cup, these markets generated around €20.3 million in turnover and over €5 million in GGR during June and July, representing about 12% of total turnover.
Additionally, the allure of star players during the tournament contributed to increased bets on player props and performance metrics. An Optimove study indicated that deposits from first-time bettors surged during the group stage, with increases of 171% in the U.S., 200% in the EU, and 300% in Latin America. Hill observed that repeated exposure to star athletes like Haaland and Bellingham could encourage new bettors to continue engaging with football markets post-tournament.
He emphasized, "Casual viewers recognize key players, which may lead them to follow their performances in club matches as well. For sportsbooks, sustaining that interest after the World Cup is critical."
To foster continued engagement, sportsbooks need to ensure easily accessible, relevant markets for these bettors. Bet options on player-specific metrics should be readily available to both new and existing customers, enhancing their betting experience and encouraging diverse wagering behaviors.
Ultimately, the World Cup confirmed that bettors are open to more than just standard results; their interest spans a range of metrics, including individual player performances. However, as Celleno pointed out, the challenge remains whether these betting habits will persist once the tournament's influence diminishes. WSF Odds plans to compare data from the domestic season following the World Cup to gauge whether interest in player props sustains its growth or regresses to pre-tournament levels.
