Altenar, a leading sportsbook provider, has released its latest industry report, World Cup 2026: How Bettors Really Bet, analysing betting activity across all 104 matches of football’s biggest global tournament.
Rather than simply looking at which matches attracted the most bets, the report explores what bettors were actually betting on, how their behaviour changed as the tournament progressed, and where the biggest commercial opportunities emerged for operators.
One of the standout findings is the continued rise of Bet Builders, which accounted for 39.6% of all singles bets during the World Cup – almost double the 20.28% recorded at UEFA Euro 2024.
The report takes a closer look at which fixtures saw the strongest Bet Builder adoption and what this tells us about the growing role of multi-selection betting in football.
The data also reveals a significant increase in stake size as the tournament reached its decisive stages. Average stakes rose from around €3-5 during the group stage to approximately €10-13 in the quarter-finals, semi-finals and final.
The report examines the influence of fame, form and fan sentiment on betting behaviour. In player markets, meanwhile, the biggest names dominated betting interest, with Player Special market turnover reaching approximately 400% of its Euro 2024 level.
These are just some of the findings explored in the document. The full report goes deeper into:
-
stake behaviour
-
Bet Builder adoption
-
singles and multiples bets
-
market preferences
-
match-level turnover and bet counts
-
outright markets
-
goalscorer betting
-
the relationship between bettor attitudes and tournament outcomes.
This data gives us a clear view of how betting behaviour evolved throughout the tournament: from the growing popularity of Bet Builders to the significant increase in stakes around the decisive fixtures. This is where the flexibility and depth of Altenar’s sportsbook really come into play.
The ability to support a broad range of markets, respond to changing betting trends and deliver engaging experiences across different stages of a major tournament gives our partners the tools to capture these opportunities as they emerge.
Thanos Ntakis, Account Management Director at Altenar
With insights spanning the biggest matches, most popular markets, changing stake behaviour and the players who drove betting interest, the report offers a deeper look at how bettors really behaved when the stakes were highest, and what operators can learn from it.
Read and download the full Altenar’s World Cup 2026 report to explore the data, trends and key takeaways.
