Kambi released its inaugural sports betting trends report providing insights into how bettors worldwide wagered in 2024.
The Malta-based sportsbook platform used data from its network of more than 40 operator partners from six continents to provide a comprehensive report of what attracts bettors and how they wagered with sportsbooks during a 2024 sports calendar that included the Super Bowl and major soccer tournaments in North America and Europe.
Kambi’s regional results
In the U.S. and Canada, basketball was the most popular sport by the number of bets in 2024 with the NFL close behind. Despite basketball garnering the most wagers, Super Bowl LVIII between the San Francisco 49ers and Kansas City Chiefs wasthe most popular event last ahead. The Super Bowl, won 25-22 by the Chiefs in overtime at Allegiant Stadium in Las Vegas, was also the most popular event for first-time bettors.
The NFC Championship and AFC Championship rounded out the top three events.
In Latin America, the Copa América 2024 final was the most popular event for bettors with soccer being the most popular sport. Basketball finished behind soccer as the most popular sport last year with tennis finishing third. Table tennis was also popular.
The Euro 2024 final was the most popular event in Europe with soccer continuing its reign in the region. Last year, horse wagering was the second-most popular sport with ice hockey finishing at No. 3. In 2024, the top five most popular events were all during the Euros.
Bet Builder grows in interest
Kambi has benefited from bet builder offerings allowing bettors to combine multiple bets.
The bet builder offerings from Kambi’s operators surged during Euro 2024 and Copa América thanks to a transition to a new AI trading platform ahead of the tournaments.
Kambi reported its partners saw 32% of their pre-match wagers for Euro 2024 placed as bet builders. By comparison, the 2021 tournament had 11% of bet builder pre-match bets.
NFL’s popularity with sports bettors
Live betting also grew substantially in 2024, particularly in February during the Super Bowl. That month, Kambi reported 12% of live bet builder wagers compared to 3% in 2023.
Throughout the 2024 NFL season, Kambi has seen seven of its 10 most popular NFL bet builder wagers feature player props, including touchdown scores, passing yards, receiving yards and rushing yards. Total points, moneyline and spread bets also remain popular.
Esports wagering surges
Kambi also reported a substantial uptick in esports wagering with the number of bets almost tripling year-over-year in 2024 compared to the year prior. In 2024, eSoccer emerged as a popular market for soccer fans thanks to Kambi revamping the product.
Last year, Kambi’s eSoccer markets generated the most soccer wagers only behind the Premier League. The markets finished of La Liga and Champions League.
