Kambi Report Details Record Betting Volume and Product Shifts During 2026 World Cup

Kambi released a data-led analysis of betting activity across its network during the 2026 FIFA World Cup, and the figures show bettors placed more than 100 million wagers in total, while several product categories recorded sharp gains compared with the 2022 tournament.

The report tracks changes in how users constructed bets, when they placed them, and how operators used the event to bring in new accounts and keep existing ones active through expanded sportsbook menus.

Bet Builder Usage Nearly Doubles

Bet Builder selections accounted for 35 percent of all bets during the 2026 tournament, up from 17 percent in 2022, and this growth reflects a broader preference for customized combinations rather than single-outcome wagers. Observers note that the increase coincided with wider availability of the feature across Kambi-powered operators and with improved mobile interfaces that let users add multiple legs in a single flow.

Within those Bet Builder tickets, player props appeared in 65 percent of selections, compared with 25 percent four years earlier, and the data indicates that markets such as shots on target, passes completed, and cards received became standard choices alongside traditional team or match outcomes.

Live Betting and Depth of Engagement Rise

Live betting volume grew steadily throughout the group and knockout stages, with users returning to the same matches multiple times and placing additional wagers as in-game statistics updated. The report states that average bets per active user rose noticeably versus prior events, and this pattern held across both established markets and newer player-prop offerings that became available in real time.

Operators using the Kambi platform recorded higher session lengths and more repeat visits during the later rounds, and the figures suggest that deeper engagement translated into sustained handle even after the most high-profile fixtures concluded.

Customer Acquisition and Retention Patterns

The tournament served as a primary acquisition channel, with a measurable share of new sign-ups occurring during the opening weeks and continuing through the final. Data from the analysis shows that many of these accounts remained active after the event ended, particularly when operators offered access to additional sports and leagues beyond soccer.

Retention metrics improved when the full sportsbook catalog stayed visible alongside World Cup markets, and the report links this outcome to the ability of users to explore other products without leaving the same platform. Operators that maintained consistent promotions across multiple verticals recorded stronger post-tournament activity than those that limited focus to the single event.

Key Metrics at a Glance

• Total bets placed exceeded 100 million across the Kambi network.
• Bet Builder share reached 35 percent, compared with 17 percent in 2022.
• Player props featured in 65 percent of Bet Builder tickets, up from 25 percent.
• Live betting sessions lengthened and repeat wagers per user increased.
• New customer sign-ups rose during the group stage and converted at higher rates when broader offerings remained available.

Those who have reviewed the full dataset point out that the combination of customized bet types and live markets created more opportunities for engagement per match, and this structural shift appears to be carrying forward into subsequent competitions.

Looking Ahead to August 2026

By August 2026 the patterns captured in the Kambi report had already begun to influence how operators configured their menus for the new club seasons, and several platforms adjusted default bet builder displays to prioritize player props that performed strongly during the World Cup. The data continues to inform decisions on which markets receive real-time updates and how promotional calendars align with major tournaments still to come.

Conclusion

The Kambi analysis of 2026 World Cup betting activity supplies concrete benchmarks for product adoption, customer acquisition, and live engagement trends, and it links those benchmarks to measurable increases in both Bet Builder usage and player-prop inclusion. The report, available at Kambi World Cup 2026 Report, provides operators with a reference point for how betting behavior evolved over a single global event and how those changes may shape platform development in the months that follow.