As the curtains closed on the FIFA World Cup, the spotlight shifts to the significant betting trends and operational insights highlighted by the tournament. Operators and sportsbook suppliers alike gleaned valuable takeaways from the competition, including the increasing popularity of Bet Builders, player props, live betting, and personalized betting experiences.
We sat down with Anestis Grazdanis, Football Monitoring Manager at Altenar, to discuss the notable trading insights from the World Cup, the evolving behavior of bettors, the impact of new innovations like the World Cup Lobby and an upgraded Bet Builder, and how these insights will influence sportsbook strategies moving forward as focus shifts back to domestic football.
Reflecting on the tournament, Grazdanis pointed out a surprising shift in betting patterns—activity moved away from traditional match-winner (1X2) bets towards player-centric and live betting options. While the 1X2 and outright markets maintained significant recreational interest, bettors increasingly opted for player props. These included metrics like shots on target, completed passes, and fouls committed, alongside fast-paced in-play micromarkets.
The tournament underscored the rising trend of Bet Builders. Rather than placing individual bets, bettors preferred to combine multiple outcomes from the same match—such as predicting a team’s victory alongside anticipated total goals and individual player performances. This shift allowed users to create more customized betting slips, tailoring their predictions based on match dynamics.
Player proposition markets also witnessed considerable growth during the competition, fueled by the popularity of individual athletes. Bettors frequently placed wagers on famous footballers, focusing on statistics like goals, shots on target, assists, and completed passes, regardless of the teams involved. Live betting remained central as matches unfolded, with bettors expecting prompt odds updates and continuous cash-out options. This preference for responsive betting experiences particularly surged during pivotal moments like goals or penalties.
Among the innovations introduced by Altenar during the World Cup, the enhanced Same-Game Multiple (SGM), or Bet Builder, stood out. This development was bolstered by real-time risk management capabilities, allowing operators to provide a broader array of betting combinations while efficiently managing pricing and risk. Operationally, Bet Builders proved crucial, typically yielding higher margins than traditional single-event wagers. Altenar’s dynamic pricing models adapted to assess relationships between multiple selections, effectively mitigating risks associated with correlated outcomes.
Another significant factor in modern live betting is the influence of the Video Assistant Referee (VAR). Grazdanis noted that VAR introduces complexity for trading teams due to uncertain periods where match outcomes, market prices, and consumer behavior can shift rapidly. Key incidents can trigger increased betting activity or cash-out requests, necessitating swift reversals of markets to assure accurate settlements and retain customer trust. Automated systems are vital to manage these quick transitions effectively.
Additionally, VAR has opened doors for new betting opportunities. Markets focusing on VAR-related activities, like penalties awarded or referee review situations, have become increasingly popular, attracting bettor interest and generating turnover through their unique appeal.
The performance of superstar players like Messi and Mbappé significantly influences betting behavior as well. Bettors tend to congregate around markets featuring these high-profile athletes, resulting in significant volumes being focused on a limited range of options. User preferences often lean towards familiar player-based markets, leading to challenges for trading teams, particularly when popular players deliver standout performances.
Looking forward, the lessons learned from the World Cup will profoundly shape the trading team’s approach as domestic leagues resume. Grazdanis emphasized the need for enhanced player prop coverage, responding to the more extensive range of markets bettors expect following the tournament. As Bet Builders grow in prevalence, improving automated risk management for these bets will be critical. Furthermore, perfecting the live betting experience demands prompt adjustments to odds, minimizing delays from VAR reviews or other significant events.
