Kambi Report Details Betting Shifts During 2026 World Cup

Kambi released findings from its review of betting activity across the 2026 FIFA World Cup and the data drew from more than 100 million individual wagers processed on the company's network. The analysis tracked changes in how bettors constructed their selections and it compared those patterns directly to results from the 2022 tournament. Observers note that several product categories recorded marked growth while engagement metrics rose sharply among users who adopted the newer options.

Bet Builder Usage Expands Significantly

Bet Builder selections accounted for 35 percent of all bets placed during the 2026 event and that figure represented a doubling from the 17 percent share recorded four years earlier. The increase occurred alongside expanded customization tools that allowed bettors to combine multiple elements within single wagers. Data shows this format appealed to a broad range of participants and it contributed to longer sessions on the platform.

Player Props Become Central to Custom Bets

Player props appeared in 65 percent of all Bet Builder wagers during the 2026 World Cup and that proportion stood well above the 25 percent level observed in 2022. Bettors frequently layered individual performer statistics onto team or match outcomes and the added granularity supported more varied combinations. The report indicates this preference for prop inclusion held steady across multiple stages of the tournament including group play and knockout rounds.

Live Betting Gains Flexibility and Reach

Live betting volumes reflected greater combinability and personalization features that operators introduced ahead of the tournament. Bettors adjusted selections in real time and they combined in-play markets with pre-match elements at higher rates than previously documented. Those who utilized these dynamic tools maintained elevated activity levels throughout matches and across successive game days.

Engagement Levels Rise Among Feature Users

Users who engaged with Bet Builder or player props placed between 3.3 and 3.4 times more total bets than those who stayed with standard markets. The multiplier applied across both volume and frequency measures and it remained consistent even after accounting for differences in session length. Platform records show these users also returned to the site more often during the month-long competition window.

New Bettors Enter Through Advanced Features

Nearly one in four participants who placed wagers during the 2026 World Cup represented first-time users on the network. A substantial share of these newcomers began their activity with Bet Builder or player prop selections rather than traditional single-match bets. The acquisition pattern suggests that customized products served as an entry point for individuals who had not previously engaged with the operator.

Broader Market Context in August 2026

By August 2026 analysts continued to reference the Kambi findings when evaluating post-tournament performance across regulated markets. Several operators cited the same upward trends in Bet Builder adoption and prop integration when planning product updates for upcoming leagues and international fixtures. The report itself remains available through Kambi's official channels and it provides granular breakdowns by region and bet type.

Key Takeaways from the Data Set

The full dataset covers more than 100 million bets and it isolates shifts in product mix, user retention, and acquisition channels. Researchers at Kambi compiled the statistics directly from transaction logs and they cross-referenced results against comparable periods from prior major events. Those who have reviewed the numbers point to consistent growth in personalized betting formats and they note the corresponding lift in overall handle per active account.

Conclusion

The Kambi analysis supplies concrete benchmarks for how betting behavior evolved during the 2026 World Cup. Bet Builder share doubled, player prop inclusion more than doubled again within that category, and multi-bet engagement rose by a factor exceeding three for users of those tools. Nearly one-quarter of participants were new to the platform and live features supported sustained activity throughout the event. The figures appear in the Kambi World Cup 2026 Report and they continue to inform operator strategies in the months following the tournament.