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World Cup 2026 Set to Ignite a Wave of First-Time Bettors, Paysafe Finds

New research points to a surge in casual and debut wagering, with payments performance emerging as the decisive battleground for sportsbook growth during football’s biggest tournament


The 2026 FIFA World Cup is shaping up to be a defining moment for the global online betting industry, with first-time and casual wagering expected to reach unprecedented levels. According to new research from payments leader Paysafe, nearly one in five global consumers who plan to follow the tournament intend to place their very first online bet during the competition — opening up a major acquisition opportunity for sportsbooks that can deliver frictionless payments.


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All the Ways Players Pay: World Cup 2026 report from Paysafe, reveals that 60% of World Cup fans worldwide plan to bet online during the tournament. With the World Cup returning to North America for the first time since 1994, appetite is especially strong across host markets. In U.S. states where sports betting is legal, 62% of fans expect to wager, with 29% entering the market for the first time. Mexico shows similar momentum, with 68% planning to bet and more than a quarter doing so for the first time, while 46% of Ontario-based fans in Canada intend to wager.


The trend is far from limited to North America. Recently regulated Latin American markets are primed for standout growth, led by Peru, where 85% of fans plan to bet, and Brazil at 66%. Mature European markets remain highly engaged too, with 64% of Italian and 60% of UK fans planning to place bets during the tournament.


While odds, promotions and user experience remain important, the research highlights payments as the decisive factor in sportsbook choice. Brand trust ranks highest overall, cited by 38% of bettors, but fast payouts closely follow, prioritised by 33% globally. In some markets, including Peru, rapid withdrawals outweigh even brand reputation.


Zak Cutler (pictured), President of Global Gaming at Paysafe
Zak Cutler (pictured above), President of Global Gaming at Paysafe

Deposit speed and payment choice also carry significant weight. Debit cards remain the most popular payment method globally, but alternative payment methods are firmly embedded in bettor preferences. Pay-by-bank solutions, digital wallets and local payment methods all feature prominently, particularly in markets such as Brazil, where Pix dominates as the preferred option.


Crucially, poor payment experiences come at a high cost. Nearly nine in ten bettors say they would switch sportsbooks after a bad transaction experience, underscoring the importance of reliability throughout the five-week tournament.


Zak Cutler, President of Global Gaming at Paysafe, said the 2026 World Cup represents “the biggest tournament to date for online sportsbooks,” adding that operators who prioritise payment localisation, speed and trust will be best positioned to convert new players and retain them long after the final whistle.


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