As the World Cup concludes, many sportsbooks are left asking where their new customers will turn next. This summer, a wave of bettors arrived, many for the first time, eager to place wagers on the tournament’s group matches and elimination rounds. With the final now passed, these customers open the betting apps only to find a different array of options—mid-season events in sports they may not follow, alongside formats that require a new understanding. The excitement surrounding the World Cup has faded, leaving operators pondering how to retain these newly acquired bettors.
Wagering on this World Cup is expected to surpass $50 billion, a rise from $35 billion during the 2022 tournament in Qatar, representing the largest influx of new customers the betting industry has ever experienced. Each of these new bettors was acquired at a cost, which included bonuses, enhanced odds, and advertising spend. Their profitability hinges on whether they continue to bet beyond the World Cup, covering their acquisition costs.
According to recent research from the UK Gambling Commission, which observed bettors for three months after the 2022 World Cup final, insights into post-tournament behavior are revealing. While the study is four years old, it provides operators with valuable guidance. Of roughly 100 respondents who had not bet on football in the previous year, 70% remained active three months later, but fewer than half continued to wager on sports, with many shifting to other gambling avenues.
The findings highlight a key trend: the initial enthusiasm of bettors often outlasts the tournament itself, as they seek new betting options. This behavior was also noted among a larger group of established bettors, who displayed reduced spending on football after the final, though overall participation in betting slightly increased. Despite the continuous availability of league football during this period, the majority of World Cup enthusiasts appeared to desire different forms of betting.
This data points to a critical opportunity for operators. Retaining these customers means understanding their needs and preferences beyond traditional sports betting. Research suggests that when reactivation emails and free bets are accompanied by relevant content, these tactics are more effective. However, many sportsbooks are offering games aligned more with established sports rather than catering to the needs of these new fans.
What do these new customers want? They prefer quick and familiar betting experiences that align with their previous World Cup excitement. They are looking for content that keeps the focus on football while providing rapid results. For instance, Oddin.gg offers a unique format called Penalty Arena, where bettors can engage in a continuous market based on penalty kicks—each one resolved in 90 seconds, eliminating lengthy waiting times.
For those seeking traditional match experiences, Oddin.gg’s eFootball creates fast-paced, simulated games that kick off every few minutes, ensuring constant action. This concept is extended to other sports under their eSims product line, which keeps bettors engaged even when traditional sports encounters are sparse.
Esports also enhances the offering with scheduled tournaments and seasons. The Esports World Cup alone features 25 tournaments across various titles during a condensed seven-week span, ensuring there is always something for bettors. Moreover, formats like Oddin.gg’s Counter-Strike 2 Duels and Dota 2 Duels provide consistent betting opportunities that stabilize revenue streams for operators.
The demographic shift brought by esports is another consideration, attracting a Millennial and Gen Z audience that often does not overlap with traditional sports fans. This expansion not only broadens the source of revenue but also ensures consistent betting activity, regardless of the traditional sports calendar.
As seen this summer, if World Cup participants remain engaged, the key to sustaining their interest lies in providing content that resonates with their previous experiences—quick, familiar, and available year-round. Those who design offerings tailored to the preferences of these bettors can convert a record acquisition period into lasting revenue, aided by platforms like Oddin.gg that continuously deliver engaging experiences.
