Is it possible for operators to ensure an active and productive casino product portfolio during major sporting tournaments like the World Cup?

Like many things in business, success during an event as significant as the World Cup comes down to planning. This World Cup is especially notable – it’s the first to be hosted across three countries and features more participating nations than ever before. Because of its scale, operators need to prepare carefully.

A common misconception is that the casino product simply needs to survive while sports betting takes centre stage. I actually think the opposite is true. The World Cup represents one of the biggest acquisition opportunities operators get every four years. While many players arrive because of sports, a large proportion of them are also open to exploring casino products. What changes during a tournament like this is the type of casino content that performs best. If you imagine yourself watching a football match, you don’t want a lengthy, highly immersive experience that distracts you from the game. You want something quick and entertaining while still allowing you to stay focused on the match.

That’s why fast-paced products tend to perform well. Live game shows, crash games and other short-session experiences fit naturally around football viewing. The key is to schedule casino engagement around the sporting event itself. Operators should think about half-time, pre-match periods, breaks in play or moments when fans are waiting for a penalty decision. The main takeaway is that casino activity must be planned and scheduled around football. If casino products are simply left available in their standard format and operators expect players to discover them on their own, the results are unlikely to be strong. 

Is there potential for enhanced crossover between sports betting and online casino during the tournament?

Absolutely. It’s the biggest crossover opportunity operators have every four years. However, I still see many operators getting the timing wrong. The most important thing is capturing a player’s attention while they are emotionally engaged with the tournament. Sports fans are highly invested during the competition. That excitement is valuable, and operators need to take advantage of it while it exists. Many operators wait until a fan’s national team has been eliminated before promoting casino products. In my view, that approach is flawed.

By the time a player’s team is eliminated, much of the excitement has already disappeared. Excitement is what keeps players active and engaged with a brand. It’s also what makes them more willing to try new products. The real opportunity is during the tournament, while matches are still being played and while players remain emotionally invested. If you wait until after elimination, any casino offer can feel like a consolation prize. For example, telling a disappointed fan, “Your team is out, but here are some free spins,” is unlikely to have the desired impact.

The second important factor is that the crossover must feel natural. You cannot simply bombard sports bettors with casino promotions. The timing has to be right, and the transition must make sense from the player’s perspective. This is where the right tools become important. For example, at iGP we have features such as a multi-level jackpot system that can work across multiple verticals. Rather than aggressively pushing casino products, these tools naturally expose players to a broader entertainment offering. Game suppliers also play an important role by creating football-themed or World Cup-themed casino content. These products provide a familiar connection between the sporting event and the casino experience, making the transition feel more relevant and engaging.

What role does localisation play during a global tournament like the World Cup?

To me, localisation is often somewhat misunderstood. Many companies think it simply means translating content into another language. In reality, it is much broader than that. Different markets require different experiences. Payment methods, regulations, game preferences and player behaviour can vary significantly from country to country. During a World Cup, operators may be serving audiences from dozens of regions simultaneously. The only way to manage this effectively is through technology and data. Platforms need to support multiple jurisdictions, payment methods, regulatory frameworks and localisation requirements, while content systems must deliver relevant experiences to specific audiences quickly and efficiently.

During a tournament as large as the World Cup, operators are dealing with audiences from dozens of countries. Players may support their own national teams, but they may also follow other countries for personal or cultural reasons. This creates a highly dynamic environment that changes constantly throughout the tournament. To manage this effectively, operators need systems that can respond quickly. Speed is critical. You cannot rebuild campaigns, content and configurations manually every few days. The platform itself must support multiple jurisdictions, regulatory frameworks, payment solutions and localisation requirements. On top of that, the content management system must be capable of delivering the right message to the right player at the right time. 

The foundation for all of this is data. Operators need access to highly granular player data so they can understand who the player is, where they are located, what market they belong to, what regulations apply to them and what content is most relevant for them. If you have an ecosystem that can segment players at a very detailed level and automate much of the decision-making process, then you can keep pace with the tournament.

What happens after the tournament ends? How can operators capitalise on the increased engagement?

We typically see a rise in casino activity after major sporting tournaments, but that increase is often short-lived. The challenge is turning a temporary spike into sustainable engagement – and the key is understanding that successful post-World Cup retention starts during the tournament itself. Operators need to build a bridge between sports betting and casino products while the competition is still running.

The World Cup creates an exceptional acquisition window. If operators attract sports bettors and gradually introduce them to casino experiences in a natural and timely way, many of those players will continue engaging after the football ends. If that work is not done, the result is usually churn. Tournament-driven sports bettors often leave within a relatively short period once the event is over. The operators that succeed are those that use the tournament to build longer-term relationships rather than focusing solely on short-term activity.

Success during the World Cup does not depend solely on operators. It also relies on the wider supplier ecosystem. Aggregators, game providers, platform providers, CRM suppliers and data partners all play important roles by providing the tools, content and infrastructure needed to execute effective strategies. When the right systems are in place, operators can focus on delivering relevant experiences, maintaining engagement and converting short-term tournament interest into long-term player value.