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The 2026 FIFA World Cup is set to give US sportsbooks one of their biggest soccer betting tests yet. A new Optimove Insights report shows strong intent from American bettors before the tournament begins in North America.
Good to Know
US bettors do not plan to treat the 2026 FIFA World Cup as a casual betting event. According to the Optimove Insights 2026 World Cup Betting Intentions Report, nearly three-quarters of surveyed bettors intend to place at least one wager, with most saying they “definitely will.”
Live betting could shape much of that activity. Optimove said 84% of US bettors plan to use live or in-play betting during the World Cup. Within that group, 57% prefer live betting, while another 27% plan to combine pre-match and live wagers. Only 11% prefer pre-match betting alone.
That trend gives sportsbooks a clear product test around live World Cup odds, fast bet placement, player props, match markets and mobile betting flow. Soccer has long relied on in-play betting in mature markets, and the 2026 tournament gives US operators a chance to serve bettors during a high-profile event on home soil.
Optimove also found that 65% of bettors believe World Cup betting will increase their enjoyment of the tournament. The report framed that connection as central to the event experience.
“The U.S. World Cup bettor in 2026 is not a casual fan testing the waters. This is a confident, deeply engaged participant for whom betting and watching are closely linked,” the report outlines. “The 90% combined who say betting enhances tournament enjoyment is a clear signal: for this audience, the wager is part of the experience, not a side activity to it.”
Betting interest also appears likely to outlast national loyalty. Around 51% of bettors plan to wager on games involving their favorite team, yet 65% do not expect to stop if that team gets eliminated.
That creates a retention window for sportsbooks beyond the group stage and knockout exits. Optimove said operators can keep bettors active through star players, underdog stories and games involving the team that beat their side.
“The operators who plan only for the high points of their bettors’ tournament arc will lose them when their team exits,” the report notes. “The operators who plan for the full arc, including the elimination moment, will retain engagement when it matters most. The data is clear that bettors want to keep betting; they just need a reason to. Star players, underdog narratives, and the team that beat their team are all proven retention vehicles.”
Match results remain the top World Cup betting market. About 75% of bettors plan to bet on wins and losses, while both teams to score ranks second at 49%. Many bettors also expect to place multiple wagers per match, meaning bet builders, props and in-play markets could take a larger share of tournament handle.