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BETBY has released a comprehensive analysis of player behaviour during the 2026 FIFA World Cup, revealing that the tournament generated more than a short-term surge in betting activity.
According to the report, the event accelerated customer acquisition, increased engagement, and, more importantly, provided operators with valuable insights into long-term player retention.
Drawing on data from its global partner network, BETBY found that platform traffic increased by 86.4%, while the number of active players grew 84.8% compared with the month preceding the tournament. Yet the report argues that these headline figures tell only part of the story.

Beyond Acquisition: Faster Paths to Retention

While major sporting events routinely attract new bettors, BETBY’s analysis suggests the World Cup also compressed the customer journey. The average time between a player’s first and second bet declined by 21.3%, indicating that newly acquired users became repeat customers significantly faster than under normal market conditions.
For operators, this shift carries strategic importance. Repeat betting is one of the strongest indicators of long-term customer value, making the period immediately following acquisition a critical window for retention rather than simply monetisation.

Product Features That Captured Player Attention

The report also examined which sportsbook features generated the highest levels of engagement throughout the tournament.
Bet Builder emerged as the standout product, recording a 422% increase in turnover share alongside a 311% increase in bet share. Meanwhile, Boosted Odds posted gains of 224% and 216%, respectively, while Early Payout increased 252% in turnover share and 179% in bet share.
The findings reinforce a broader trend across the sportsbook industry: personalised and interactive betting products continue to outperform traditional wagering formats during high-profile sporting events.

AI at the Centre of Personalisation

A significant portion of the report focuses on AI Labs, BETBY’s artificial intelligence division responsible for transforming behavioural data into actionable insights.
The platform continuously analyses anonymised customer signals, including player ID, geography, language, currency, betting history, and visit frequency, to update player profiles in near real time. Those insights power recommendation engines, churn prediction models, and lifetime value forecasting, allowing operators to tailor the sportsbook experience at an individual level.
Danil Emelyanov, Head of AI Labs at BETBY, said:
Most AI hype in this industry doesn’t survive contact with reality because expectations often exceed practical value. We built AI Labs with a clear commercial purpose: to collect behavioural signals, analyse them intelligently, and deliver a genuinely personalised betting experience. That’s how data translates into measurable business value through deeper personalisation, stronger prediction models, and more precise customer segmentation.

Behavioural Intelligence Drives Commercial Outcomes

According to BETBY, its AI-powered personalisation engine dynamically reorganises sportsbook content around each user’s preferences, while Churn Predictor and LTV Predictor help operators determine both when to intervene and how much retention investment is economically justified.
The impact was measurable.
Players exposed to AI-generated content recommendations and pre-built betting combinations reached their 10th bet in an average of nine days, compared with 11 days for players without those features. More importantly, 27.1% remained active after three months, nearly double the 14.2% retention rate observed among players without AI-driven personalisation.
BETBY also found that 97% of total gross gaming revenue originated from players who had placed at least ten bets, reinforcing the commercial importance of guiding customers beyond the early stages of their lifecycle.
The report also identified an evolution in betting preferences as engagement deepened. Among customers with fewer than ten lifetime bets, 21.74% of wagers were placed on events involving their home country. After surpassing ten bets, that figure declined to 13.73%, suggesting that experienced bettors broaden their interests as the platform develops a more accurate understanding of their preferences.

Why Operators Must Act Before Players Disengage

Perhaps the report’s most significant conclusion is that retention strategies must become proactive rather than reactive.
BETBY argues that relying on post-event churn analysis is increasingly ineffective during major tournaments, where player behaviour evolves rapidly. Early warning indicators, including the elimination of a user’s national team, widening intervals between betting sessions, or declining activity after the group stage, often emerge long before a customer stops betting altogether.
Because these behavioural shifts occur in real time, the company believes static customer segments quickly lose relevance during global sporting events. Instead, operators should deploy dynamic segmentation, AI-driven personalisation, and cross-sell initiatives while engagement remains high rather than waiting until the tournament has concluded.
Bohdan Pustovoit, Head of Sports at Pokerdom, highlighted the distinction between habitual bettors and event-driven customers:
The fundamental challenge lies in motivation. Regular bettors and players who arrive during a major sporting event are fundamentally different audiences. For many of those temporary customers, placing a bet is simply part of supporting their national team rather than the beginning of a long-term betting habit.

Predicting Churn Before It Happens

BETBY’s predictive models further illustrate the value of early intervention.
On the opening day of the World Cup, Churn Predictor classified 9% of active users as being at the highest risk of abandoning the platform within the following 30 days. According to the company, 90% of those users would have churned without intervention.
At the same time, LTV Predictor identified players likely to generate more than €10,000 in turnover with 93% predictive accuracy, enabling operators to allocate retention budgets where they are expected to deliver the greatest return.

From Tournament Peaks to Sustainable Growth

BETBY’s findings suggest that the commercial impact of major sporting events extends well beyond acquisition metrics. While headline increases in traffic and active users remain important, the real competitive advantage lies in identifying which customers are most likely to become long-term players and intervening before engagement begins to decline.
As customer acquisition costs continue to rise across regulated markets, the report reinforces a growing industry consensus: the operators that outperform will not necessarily be those attracting the most players during global events, but those most effective at converting temporary interest into sustained lifetime value.