World Cup 2026 Fueled Sports Betting Growth, First-Time Depositors: Optimove Study

A study released yesterday (Aug. 5, 2026) by iGaming research firm Optimove Insights shows that the World Cup both expanded the number of active bettors in the United States, Europe, and Latin America and drove growth in first-time depositors.

As industry experts predicted, it was a major acquisition event for sportsbooks.

“World Cup 2026 gave sportsbook operators what every major event promises: a larger audience and a major wave of new depositors,” said Pini Yakuel, Founder and CEO of Optimove.

Global Betting Surge

The World Cup kicked off June 11 and ran through July 19, with 48 teams playing 104 matches across the U.S., Mexico and Canada.

Optimove said that across the full tournament, the number of bettors placing bets averaged 121% of the regular season baseline in the U.S., 136% in Europe, and 153% in Latin America (meaning that betting was 21%, 36%, and 53% higher than normal in those markets, respectively).

But it was among first-time depositors that sportsbooks saw a sizable jump. According to Optimove, first-time depositors reached 179% of baseline in the U.S., 194% in Europe, and 314% in Latin America (79%, 94%, and 214% more than normal, respectively).

New Players Arrive

The study was based on aggregated data from leading sportsbooks across the U.S., Europe, and Latin America, covering an average of approximately 26 million active sports bettors per month between April and July 2026.

As sports betting analyst Phill Gray told Casino.org June 10, 2026: “The gaming world has been planning this for years. It’s going to be one of the biggest betting events ever. Think half a dozen Super Bowls in a month worth of revenues.”

Major sportsbooks like DraftKings and FanDuel reported substantial betting volume from the tournament. 

Final Drives Growth

DraftKings Director of Race & Sports Operations Johnny Avello told Casino.org on July 1, 2026: “This soccer tournament has been special, I tell you. The handle has been way over expectations. I think it’s going to be bigger than March Madness.”

CBS Sports reported that there were 2 million bets placed on the World Cup final between Spain and Argentina at DraftKings, the most bet-on soccer match in its history. Total bets on the 2026 tournament at DraftKings increased by 650% compared to the 2022 tournament.

Regional behavior differed by stage, according to the Optimove study, as evidenced by the event-driven pattern observed in the U.S. – falling below baseline during the Semifinals before surging to its strongest result during the Final.

Retention Comes Next

The Final saw big acquisition numbers – first-time depositors rose from 139% to 257% of baseline in the U.S. and from 217% to 254% in Europe. Latin America also saw a big surge during the Final match – rising from 242% to 351%.

“But the data also shows the challenge,” said Yakuel. “More bettors do not automatically mean deeper engagement or higher long-term value. Operators now need to identify which customers are likely to become consistent, profitable players and which were only present for the event.”