Bookmakers Roll Out 104-Match World Cup Bets as Polymarket Nears $1.5 Billion in Contracts
Updated
Updated · Financial Times · Jun 4
Bookmakers Roll Out 104-Match World Cup Bets as Polymarket Nears $1.5 Billion in Contracts
3 articles · Updated · Financial Times · Jun 4
Summary
Flutter, DraftKings and other bookmakers are adding in-play wagers, microbetting and promotions before the 2026 World Cup to defend customers from fast-growing prediction markets.
Polymarket and Kalshi have turned sports into their main business, and contracts on the World Cup winner alone have already reached nearly $1.5 billion on Polymarket.
Bookmakers are leaning on features prediction markets struggle to match—free bets, rewards and tailored products such as Flutter’s penalty-placement bets and DraftKings’ Spanish-language app.
The fight for share could still hurt operators: executives warn World Cup marketing may become wasteful, while the expanded 48-team, 104-match format makes pricing harder and margins more volatile.
That pressure is rising because prediction markets can operate across US states as derivatives venues, challenging sportsbooks during what Flutter calls the industry’s biggest betting opportunity yet.
Is the World Cup's micro-betting boom a thrilling innovation or the start of a public health crisis?
As prediction markets and sportsbooks clash, will regulators redefine the multi-billion dollar betting industry?
Betting on the 2026 World Cup: Unprecedented $5.5 Billion Surge Reshapes North American Gambling
Overview
The 2026 FIFA World Cup, kicking off on June 11, is set to become the biggest gambling event in history, driven by an expanded format featuring 48 teams and 104 matches. This larger schedule creates more betting opportunities, fueling excitement and engagement worldwide. The surge in betting activity is especially strong in the United States, where legal sports betting has grown rapidly. The expanded tournament not only attracts more bettors but also encourages operators to focus on customer acquisition and long-term engagement, making the World Cup a pivotal moment for the global betting industry.