Sportsbooks are assessing how the FIFA World Cup changed betting behaviour, with data from WSF Odds showing increased demand for player props, performance markets and pre-built combinations during the 39-day tournament.
The 48-team, 104-game competition generated €163.8m in turnover and €27.1m in gross gaming revenue (GGR) for WSF Odds across June and July. In the eight months from October 2025 to May 2026, the company recorded €389m in turnover and €61.4m in GGR.
Average monthly turnover during the World Cup was around 68% higher than in the preceding period, while average monthly GGR rose by around 76%. Overall margin increased from 15.8% to 16.5%.
Traditional markets remain important
WSF Odds operates in more than 30 countries and covers 99 football competitions. Its dataset includes activity from operators such as Betclic, Betsson and Tipsport, alongside distribution partners including Altenar.
The data showed that bettors did not abandon established markets. Goalscorer bets accounted for 28.8% of turnover before the tournament and 29.4% in June and July. WSF Odds product owner Filippo Celleno said demand remained strong as the range of player-focused betting options expanded.
WSF Odds now offers 42 goalscorer markets, including standard goalscorer bets, Supersub and method-of-goal options.
Player props also increased their share of activity. They represented 10.4% of turnover and 15.4% of GGR before the World Cup, rising to 14.2% and 20.9% respectively during the competition. Margin was 24.3%, compared with 23.5% previously.
Team and match markets remained the largest category, producing around 44% of turnover and 36% of GGR. Team and match shots generated around €30.8m in turnover, while shots on goal generated around €22.6m. Player shots on goal produced €12.2m in turnover and €2.2m in GGR.
Combo markets attract early interest
WSF Odds sales director Sam Hill said performance markets can give bettors an alternative when predicting the match winner is difficult, particularly in knockout football where a single incident can decide the result.
The tournament was the first major test for Combo markets, launched shortly before the competition. They generated around €20.3m in turnover and just over €5m in GGR in June and July, representing about 12% of turnover and 19% of GGR.
Celleno said first-competition usage showed that customers were willing to combine several views of the same match rather than select a single market.
The tournament also attracted casual and first-time bettors. Deposits from first-time bettors increased by 171% in the United States, 200% in the European Union and 300% in Latin America during the group stage.
WSF Odds will compare the first part of the domestic season with the World Cup period and the months before it. Celleno said the key question is whether player props retain a larger share of turnover and GGR, or whether betting patterns return to earlier levels.
