Bet Builders represented 39.6% of singles, while average stakes more than doubled during the final stages of the tournament
Sportsbook activity shifted towards customised selections and higher-value wagers as matches became more important, creating different product and trading demands across the tournament.
Altenar has published World Cup 2026: How Bettors Really Bet, an eight-page report examining betting activity across all 104 matches.
The analysis is based on data collected through Altenar’s sportsbook operations in several countries. It covers singles, multiples, Bet Builders, average stakes, match turnover, outright betting and player markets.
The supplier has not identified the operators or jurisdictions included in the sample. The findings therefore reflect activity within Altenar’s dataset rather than the entire global sports betting market.
Bet Builders reach 39.6% of singles
Bet Builders accounted for 39.6% of all singles recorded during the World Cup. This compares with 20.28% during UEFA Euro 2024.
The share increased by 19.32 percentage points and was almost twice the level recorded during the European tournament.
Altenar’s data shows that uptake varied considerably between matches.
The quarter-final between France and Spain produced the highest Bet Builder share at 64%. USA against Spain followed with 50.6%, while the France-Germany fixture reached 50.4%.
Bet Builders represented 39.7% of singles during the Spain-Argentina final and 37.9% during the opening match between Mexico and South Africa.
The figures suggest that customised multi-selection bets gained the most traction around prominent teams and high-profile knockout fixtures.
Singles attract 16.7 million bets
Singles remained the most common bet type in the dataset, accounting for approximately 16.7 million bets. Multiples generated around 8.9 million.
Altenar found that singles were concentrated around the most heavily followed matches. Multiple bets were distributed more evenly across the competition because customers combined selections from different fixtures.
This creates different operational considerations for sportsbooks. High-profile matches can produce concentrated singles and Bet Builder traffic, while multiple bets distribute exposure across a wider range of events and outcomes.
Average stakes rise during knockout stages
Average stake sizes increased as the tournament moved towards its decisive fixtures.
The average wager during the group stage was generally between €3 and €5. This rose to approximately €10 to €13 during the quarter-finals, semi-finals and final.
Altenar’s charts show that betting interest and average stake size did not always move together. Some prominent group matches generated high bet counts without matching the average stakes seen later in the tournament.
The data indicates that operators may need to adjust limits, risk monitoring and market depth as competitions progress rather than applying the same assumptions throughout an event.
Final generates €18.8m in turnover
The final between Spain and Argentina was the largest match in the report by both betting volume and turnover.
It generated approximately 1.9 million bets and €18.8m in turnover within the analysed dataset.
England against Austria attracted around 634,700 bets and €4m in turnover. Italy versus the Netherlands recorded approximately 608,000 bets and the same turnover figure.
The semi-final between Argentina and Brazil produced about 571,800 bets and €3.7m in turnover.
The report notes that the biggest match by turnover was also the biggest by bet count. This was not always the case elsewhere, as average stake differences affected the ranking of individual fixtures.
France leads outright turnover before elimination
France accounted for the largest share of outright tournament-winner turnover at 16.3%, despite losing to Spain in the quarter-finals.
England followed with 13.6%. Spain, which progressed to the final, represented 11.7%, ahead of Brazil at 10.9% and Italy at 8.2%.
Argentina received the highest number of outright bets, but larger average wagers placed on France moved the French team into first place by turnover.
Altenar said the pattern shows how team reputation, recent form and bettor sentiment can have a greater influence on betting activity than the final tournament outcome.
Player Special turnover quadruples
Player-focused markets recorded some of the strongest growth in the report.
Turnover from Player Special bets reached approximately four times the level recorded during Euro 2024. This is equivalent to a 300% increase over the earlier tournament.
The biggest names attracted most of the activity. Kylian Mbappé led goalscorer betting, followed by Lionel Messi, Lamine Yamal, Vinícius Júnior and Harry Kane.
The report links this growth to the expansion of player-based markets and the influence of established football stars on customer choices.
Report identifies operator opportunities
The findings suggest that sportsbook operators can adapt their product presentation during different stages of a major tournament.
Group fixtures can support broad match coverage and lower average stakes. Later rounds may require greater attention to Bet Builders, player markets, limits and risk exposure as customers wager larger amounts on fewer matches.
Operators can also use match prominence, player recognition and customer sentiment to determine which markets receive the greatest visibility.
Thanos Ntakis, Account Management Director at Altenar
“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 come into play. The ability to support a broad range of markets and respond to changing betting trends gives our partners the tools to capture these opportunities as they emerge.”
