It goes without saying that the World Cup is one of the biggest betting events in the world. In the US, however, it is quickly becoming one of the biggest betting events out there, too.

The last time the US hosted the World Cup was in 1994, long before online betting existed in its current form. The 2026 tournament will be the first time the event is held in a major US betting market.

During the 2022 tournament, US bettors were estimated to wager around $1.8bn on the World Cup. Since then, the market has grown significantly. According to the American Gaming Association, total US sports betting reached more than $165bn for 2025, and it is reasonable to expect World Cup betting in the US to move well past $2bn in the next tournament. Even as the numbers grow, the World Cup doesn’t behave like other betting moments. In the US, it is far more event-driven, shaped by casual users who show up for the moment and then disappear.

The audience and behavior are different

Major betting events in the US like the Super Bowl and March Madness are driven by core bettors. These are users who are already active and familiar with betting platforms and tend to follow a predictable pattern. Even something like March Madness, which runs for weeks, has clear peaks; engagement builds around the opening rounds and peaks 
at the Final Four.

The World Cup follows a different pattern, bringing in a more casual audience, including first-time bettors and people who only engage during major global events. Research cited by Insider Sport suggests that only 7% of bettors feel confident betting on the tournament, and this lack of familiarity leads to less consistent engagement. Matches are spread across time zones; engagement depends on matchups, narratives, and which teams advance. Instead of building toward a few predictable moments, activity comes in waves, and this changes how the market behaves. 

Most betting strategies in the US are built around repeat users, the same group that shows up consistently and drives performance. That often means leaning into more complex bet types, stacked promotions, and features designed to keep experienced users engaged. During the World Cup, that approach has less impact and can feel overwhelming for first-time engagement.

What this means in practice

The challenge is adjusting to a large portion of the audience that’s made up of users who engage briefly and then leave. It becomes less about maximizing immediate conversion and more about making the experience accessible.

- Entry points should be simple: Fewer clicks and fewer choices make it easier to participate, highlighting a small number of curated bets, and using clear language such as “USA to win” instead of complex bet formats helps reduce confusion for first-bettors.

- Timing plays a different role: Engagement is not concentrated around a few predictable peaks, so marketing needs to be spread across the tournament and adjusted as interest shifts.

- Context matters: Much of the engagement during the World Cup is driven by national pride, key moments, and social conversation. Promotional messaging that reflects that context is more effective than simply increasing urgency. Reminders tied to matches and simple re-entry points can also help bring users back.

- Measurement needs to shift: Short-term conversion can appear strong during major events, but that does not indicate whether the audience is growing. The more meaningful signal is what happens after – whether new users return or remain active beyond the tournament.

The opportunity at hand

The World Cup creates a different kind of growth opportunity in the US as it is one of the few moments where the audience expands beyond core bettors. That is increasingly rare in a market where growth is often driven by the same users over time.

But capturing that opportunity requires a different approach. It’s about recognizing that the audience is different and adjusting accordingly.

The full value of the World Cup comes from what it drives during the tournament and what happens next. It’s a rare chance to convert casual viewers into more regular, engaged participants, rather than losing them until the next major event.