World Cup Creates Competition Between Sportsbooks, Prediction Markets

The 2026 FIFA World Cup is expected to become one of the largest betting events in history, but traditional sportsbooks will face a new challenge this summer as prediction markets continue to gain traction with sports fans and traders.

According to a recent report from the Financial Times, major gaming operators are ramping up promotions, new betting products, and customer acquisition efforts ahead of the expanded World Cup, which begins June 11 and will be hosted across the U.S., Canada, and Mexico.

The tournament will feature 48 teams and 104 matches, making it the largest World Cup ever staged. Executives from leading sportsbook companies view the event as a major opportunity.

FanDuel parent company Flutter Entertainment CEO Peter Jackson described the tournament as the biggest betting opportunity the industry has ever seen, while DraftKings CEO Jason Robins said the World Cup will be a major focus for customer growth.

Sportsbooks Launch New Features Ahead of the World Cup

With millions of new customers expected to place wagers during the tournament, sportsbooks are expanding their offerings. Companies are introducing:

• Enhanced in-play betting markets
• Microbetting opportunities
• Same-game parlay style wagers
• Additional soccer-specific betting options
• Promotional bonus offers and rewards programs

Flutter plans to introduce new interactive betting features tied to penalty kicks and other in-game events. The company is also expanding its parlay-style offerings, one of the most profitable betting categories in the industry.

DraftKings has launched a Spanish-language version of its sportsbook as it seeks to attract additional customers ahead of the tournament.

Prediction Markets Continue Growing

The biggest new factor entering the 2026 World Cup is the rise of prediction markets. Platforms such as Kalshi and Polymarket allow users to trade contracts based on future outcomes, with prices reflecting the market’s estimated probability of an event occurring.

While prediction markets have existed for years, their popularity has exploded over the past two years. World Cup winner contracts have already generated $1.5 billion in trading volume on Polymarket, making them among the largest sports-related prediction markets ever created.

Industry analysts estimate that prediction market trading volumes have increased dramatically since 2024 as investors, traders, and sports fans increasingly use these platforms to speculate on real-world events.

The Growing Role of Prediction Markets in the United States

Prediction markets have become a major topic of discussion across the U.S. because they operate differently than traditional sportsbooks.

Kalshi, which is regulated by the Commodity Futures Trading Commission, has argued that its event contracts are financial derivatives rather than sports wagers. That distinction has allowed the company to offer sports-related contracts in many jurisdictions where traditional sports betting remains unavailable.

At the same time, prediction markets have drawn increased scrutiny from lawmakers and regulators. Questions surrounding insider trading, market integrity, and regulatory oversight have led to congressional hearings and growing debate about how these platforms should be governed.

Despite those concerns, the sector continues to expand rapidly. Analysts believe prediction markets could become a permanent part of the broader sports wagering landscape, particularly for major events such as the World Cup, Super Bowl, and Olympics.

Industry Faces New Competitive Landscape

For traditional sportsbooks, the challenge is retaining customers in an increasingly competitive environment. Industry executives told the Financial Times that operators are spending heavily on promotions and marketing as they seek to defend market share from prediction market platforms.

The expanded format of the 2026 World Cup should drive substantial betting activity over the tournament’s 39-day schedule. However, it also creates uncertainty for bookmakers because several nations, including Cape Verde, Curaçao, Jordan, and Uzbekistan, will be making their World Cup debuts.

As the opening match approaches, both sportsbooks and prediction markets are preparing for what could become the largest soccer betting event ever held in North America. The outcome may not only determine who wins the World Cup, but also which betting model emerges as the biggest winner in the years ahead.