Big Surge Coming in First-Time Betting for World Cup 2026
Posted on: January 22, 2026, 09:23h.
Last updated on: January 22, 2026, 10:15h.
- Paysafe, the iGaming payments platform provider, says to expect a big jump in first-time and casual bettors this summer
- 60% of World Cup fans plan to bet online, according to Paysafe research
- Sportsbook operators are planning on how best to retain those first-time depositors
Paysafe research points to an expected surge in first-time and casual betting for World Cup 2026. The big challenge for operators will be how effectively they can retain those folks after the tournament ends.
According to the research, 19% of global consumers who have an interest in following this summer’s World Cup in Canada, the United States, and Mexico plan to place their first-ever online bet during the soccer tournament.
19% Look To Make First-Ever Bet
Paysafe issued the report, called “All the Ways Players Pay: World Cup 2026,” adding that 60% of World Cup fans, around the world, plan to bet online, a major revenue opportunity for online sportsbooks.
Across US states where sports betting is legal, 62% intend to wager, with 29% placing their first-ever bet. The surge is expected to be even stronger in Mexico, with 68% planning to wager, including 26% for the first time. In Canada, 46% of Ontarians expect to wager, with 9% being newbies, according to a Paysafe statement.
The same interest is seen internationally, especially in the recently regulated markets of Brazil (66% plan to bet) and, above all, Peru (85%). Appetite is also high in mature European jurisdictions like Italy (64%) and the UK (60%).
The payments platform is obviously focusing on the need for operators to offer flexible, reliable payment stacks and rapid payouts so sportsbooks can capitalize long term on all the betting buzz. According to their study, brand trust is paramount (prioritized by 38%), but rapid payouts (a factor for 33%) follow closely after that.
Move Away From Bonuses
According to Phill Gray, the former head of trading operations at Sports Interaction, and an industry sports betting consultant, there has been a move away from those first-time “extravagant” sign-up bonuses that the industry has been used to seeing.
“Fraud and abuse continues to be an issue, so books are focusing on retention more than ever for FTD’s (first-time deposit),” said Gray. “Branding across channels (social media and devices) drive conversion. The real key is ‘frictionless onboarding’. An easy, obstacle-free path from first click to first deposit.”
Converting Sports Bettors to Casino
Digital gaming operators are still aggressively attempting to convert players to casino play from the get-go — for example, “free chips with your first bet,” free bet offers on first win, or even “get your money back if a certain bet loses,” he added.
Terms and conditions as well need to be transparent and clear for first-time visitors,” said Gray. “This goes not only to listed rules that are front and center on offers, but as well having quick and easy responses from a qualified customer service agent.”
Gray added that “Having instant withdrawals as well proves to improve retention by at least 25%. Another key point is once an event ends, such as the World Cup, there needs to be continued engagement with new accounts. That includes offers and organic pushes towards other events that could be of interest to the client, given their location, preferences to certain sports.”
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