The 2026 World Cup should generate impacts that go beyond football and television audiences. The tournament also tends to increase the participation of Brazilians in sports betting, attracting an audience that does not normally follow or use platforms in the sector throughout the year.
According to information released by BB Gaming, major sporting competitions tend to increase fan engagement with different forms of digital entertainment. During the World Cup, many fans look for ways to interact more with the matches, transforming betting into a complementary experience to the consumption of sports content.
In this scenario, live broadcasts, social networks, fan communities and digital platforms become part of the same entertainment journey. Thus, interest in betting grows as fans look for ways to participate in events in real time.
How the World Cup influences bettors’ behavior
The atmosphere created by the World Cup favors a strong sense of belonging among fans, especially when the Brazilian team is on the field. As a result, many people who do not usually bet start to explore the segment motivated by the excitement of games and social interaction with friends and family.
A survey carried out by Creditas in partnership with Opinion Box showed that 56% of Brazilians intend to place bets during the 2026 World Cup. Furthermore, 47% of those interviewed stated that they may increase their spending if the National Team advances in the competition.
Another survey, conducted by Kantar, identified that 37% of Brazilians plan to bet during the tournament. At the same time, 77% said they will follow the games, demonstrating the reach of the event even among people without frequent betting habits.
Among the markets most sought after by users are:
- Match result (51%);
- Number of goals (26%);
- Tournament champion (18%);
- Specific events during games (10%);
- Top scorer in the competition (8%).
National team games concentrate the largest volume of bets
Historically, Brazilian national team matches lead users’ interest on betting platforms.
Data released by KTO about the last World Cup showed that Brazil was the team most chosen by bettors. The selection appeared in the bets of 67.2% of active users, accounting for 15.8% of all registered bets and 11.7% of the financial volume handled during the tournament.
Data released by KTO about the last World Cup showed that Brazil was the team most chosen by bettors. The selection appeared in the bets of 67.2% of active users, accounting for 15.8% of all registered bets and 11.7% of the financial volume handled during the tournament.
What challenges arise with the arrival of new users
The increase in the number of participants also requires attention from operators, especially because this is the first World Cup with betting regulations in Brazil in force.
In addition to supporting a greater volume of access, companies need to reinforce security systems, fraud prevention and responsible gaming tools.
For Cristiano Costa, psychologist and director of knowledge at EBAC (Brazilian Compulsive Support Company), the emotional environment created by the World Cup can influence impulsive decisions.
“When betting starts to be seen as an extension of the fans or as a quick way to make money, the risk is no longer just financial and starts to impact mental health, family relationships and quality of life.
Therefore, it is essential that the debate on betting during major sporting events includes prevention, information and protection mechanisms for bettors.”
With the expansion of the regulated market, factors such as transparency, data protection, operational security and responsible gaming practices gain increasing importance in the relationship between platforms and consumers.
