FIFA World Cup Set To Drive Boom In First-Time Bets, Say Paysafe

Summer’s not even almost here but already the 2026 FIFA World Cup–kicking-off June 11–is shaping-up to be one of the most explosive sports and betting events in history. Not only is the tournament expanding, featuring 48 teams and 104 matches across North America–the U.S., Canada, and Mexico–it’s also geared to attract an unprecedented wave of new bettors, according to financial experts at Paysafe.

New research–released yesterday (January 14) and based on survey responses from more than 3,800 respondents of legal gambling age across 13 markets in the U.S., Latin America and Europe–shows the World Cup could provide a major opportunity for new player acquisition. But success will be contingent upon operators getting their payment and engagement strategies right.

New Player Acquisition

Overall, the research found that the majority, 60 percent, of World Cup bettors plan to bet online. And one-in-five will place a bet for the first time marking a huge acquisition opportunity for operators — and one that few global sports events can rival. 

The impact is more pronounced in host countries. 

In the 39 U.S. states where sports betting is legal, 62 percent of respondents intend to wager, with 29 percent saying the World Cup would mark their first-ever bet. 

In Mexico, where online betting participation is accelerating rapidly, 68 percent plan to wager, including 26 percent first-time bettors.

And in Canada, where online betting is legal in Ontario, 46 percent of respondents expect to place bets, with a smaller, but still notable, nine percent new to wagering.

Returning bettors also form a significant segment, with 41 percent of past players planning to wager again, reports Paysafe. 

The World Cup’s appeal goes beyond football fans, with a significant 49 percent of respondents, who do not usually follow “soccer” planning to bet. 

Match Day Betting – Peak Traffic

Beyond participation, the research also revealed betting behaviour that could put a strain on sportsbooks during peak periods. 

70 percent of respondents said they planned to watch and follow matches live, primarily from home, while 64 percent of bettors expect to place wagers either on match day or during live play.

More than a third, some 37 percent, say they plan to bet more than usual during the tournament, rising to 51 percent in host markets such as the U.S.

Social betting is also expected to be instrumental, with 60 percent of respondents saying they would join a group bet if it were organised by a friend or co-worker.

Payouts That Retain

The research reinforced previous findings, which have shown payment performance and speed as one of the most critical factors for players in picking a sports betting platform.

While brand trust remains the most important factor in sportsbook choice, payout speed ranked second, with 84 percent of bettors saying instant payouts increase their satisfaction. 

44 percent reported they had abandoned a bet due to unavailable payment methods.

What’s more, a whopping 88 percent would switch brands after a bad payment experience; this figure rises to 93 percent in the U.S. and Ecuador, meaning failure in this respect can make or break a consumer’s World Cup experience.

Strikingly, 33 percent of respondents said payout speed outweighed odds, promotions and user experience when choosing a betting operator.

All The Ways Players Pay

Debit cards remain the most popular go-to method for payments, with 39 percent–rising to 53 percent in the UK, where credit cards are banned–planning to use this method. 36 percent said they would use credit cards.

Bank transfers, including pay by bank methods, account for 27 percent, while digital wallets are preferred by 25 percent. 

Payment localisation also emerged as a key factor across all markets, with 19 percent favouring local payment methods such as Venmo in the U.S., Interac e-Transfer in Canada and Pix in Brazil.

Massive Opportunity

“The World Cup will be a massive revenue opportunity for online sportsbooks with robust player acquisition and retention”, Zak Cutler, President of Global Gaming at Paysafe, told iGF.

“As well as brand reputation, we’re seeing multiple payment factors playing a crucial role in converting customers and reducing churn.”

“This is more than just a sporting event; it will serve as a driver for betting growth across various markets. But for operators, success will rely on meeting the needs of both new and returning players by providing trusted brands, instant payouts, and localised payment options that reduce friction and foster loyalty.”