A unique moment: What makes the World Cup so different?

What makes this betting moment unlike any other, and why the usual approach doesn’t translate.

Authored by: Shukmei Wong, SVP, Omnichannel Media, Involved Media

“The World Cup is one of the biggest betting events in the world. In the U.S., it’s quickly becoming one of the biggest as well.

The last time the U.S. hosted the World Cup was in 1994, long before online betting existed in its current form. The 2026 tournament will be the first time the event is held in a major U.S. betting market. During the 2022 tournament, U.S. bettors were estimated to wager around $1.8 billion on the World Cup. Since then, the market has grown significantly.”

In her latest Global Gaming Insider article, Shukmei Wong, SVP, Omnichannel Media at Involved Media, explains why the 2026 World Cup could be a huge moment for online betting in the U.S. but still won’t follow the same patterns as traditional betting events like the Super Bowl or March Madness.

Shukmei offers a perspective on how brands should think about the opportunity and why the tournament could have an impact that extends well beyond the event itself.

Read the full article on Global Gaming Insider.