Blask, an AI-driven iGaming market intelligence platform, has released its World Cup 2026 Report, which analyzes the impact of the tournament on iGaming demand, interest in betting brands, and bookmaker margins across 44 markets. Utilizing real-time search data, the report benchmarks its findings against pre-tournament data and the same period from the previous year.
Key findings from the report include:
1. iGaming demand showed minimal growth in the lead-up to the tournament, with the Blask Index increasing by just 0.2% compared to the pre-World Cup baseline.
2. The enthusiasm generated by hosting the World Cup diminished quickly once the home team exited. For instance, demand in the US plummeted by 28% following elimination, while Mexico saw an 11% drop, and Canada experienced a 7% increase.
3. A new metric introduced in this report, the Match Profitability Index, analyzes each match based on betting outcomes rather than game results. Over the course of all 104 matches, bookmakers fell short overall. The encounter between England and Ghana, which ended in an unexpected 0-0 tie, was the most profitable for bookmakers, whereas New Zealand's significant defeat to Belgium was the most expensive.
The comprehensive report also details World Cup Index demand trends, noting that search interest peaked in the opening week across most markets rather than during the finals. Additionally, it highlights brand-level growth throughout the tournament highlighted by a staggering 464% increase for the top-performing brand, along with an exhaustive profitability analysis for each match.
