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A new Kantar study reveals that the FIFA World Cup 2026 will be a historic event for Brazil and its regulated betting market, with 77% of consumers planning to follow the tournament and 37% intending to place bets. The research, based on a sample of 600 respondents, highlights the massive potential for user acquisition and betting volume.
The Kantar study identifies match outcomes as the top betting preference in the World Cup 2026, with 51% of respondents in Brazil planning to bet on results. Over/under goals, tournament winner predictions, in-match events, and top scorer bets also rank highly, signaling the need for operators to offer diverse betting markets and streamlined interfaces.
Second-screen engagement is another key trend. While 73% of viewers will watch matches on free-to-air television, 32% will seek real-time statistics, and 68% will look for news updates. This dual-screen behavior creates opportunities for in-play betting, particularly on mobile devices.
Content consumption habits further reflect the blending of entertainment and betting. 38% of the audience will watch highlight clips, and 50% will engage with memes and social media content. Operators that integrate these elements into their platforms will likely see higher engagement and conversion rates.
As competition heats up during the tournament, user experience will be critical. Platforms that provide fast bet settlements, seamless digital navigation, and responsive design will stand out, especially among younger users who expect real-time interactivity.
