Kambi has released its World Cup Report 2026, unlocking data-driven insights into the defining event in the global sports betting calendar.
Kambi processed more than 100 million bets throughout the tournament and over one million unique bet combinations on the final alone, reflecting unprecedented levels of engagement across its partner network.
It was also the first World Cup to be fully traded by Kambi’s AI-powered capabilities, enabling partners to manage record demand while delivering enhanced product depth, margin performance and platform stability.
The report highlights several key trends and takeaways from 39 days and 104 matches of World Cup action, including:
- Bet Builder – The number of Bet Builder bets doubled compared to the 2022 tournament, comprising 35% of all bets placed.
- Player props – 65% of Bet Builder bets included at least one player prop, up from 25% in 2022.
- First time bettors – Nearly one in four bettors placed their first wager on the Kambi network during the tournament.
- Esoccer – Top five sport on the Kambi network fills the gaps in match action, spiking during the World Cup Final’s extended half time show.
Commenting on the findings, Oliver Lamb, SVP Trading at Kambi, said: “Few events in sport capture the imagination in the same way as the FIFA World Cup, and the record-breaking engagement and performance we delivered to our partners clearly demonstrated the possibilities unlocked by Kambi’s AI-trading capabilities. The growth in Bet Builder turnover both pre-match and live, and the increasing engagement with props such as ‘player shots on target’, highlight trends that will continue to shape the sports betting landscape, and we are pleased to be able to share these in greater depth throughout our World Cup Report.”
