2026 World Cup Had Little Impact on Gambling Search Interest

Search interest in gambling operators barely changed during the 2026 World Cup, coming in just 0.2% higher than before the tournament, according to a report by analytics platform Blask.

The World Cup ran from June 11 to July 19 across the United States, Canada and Mexico, with 48 national teams playing 104 matches. The analysis covered 44 markets represented at the tournament. Iran, Uzbekistan, Iraq, Cape Verde and Curaçao were excluded from the dataset.

Blask measures user search activity rather than betting volume.

The World Cup period was compared with the preceding 39 days:

• search demand increased by 0.2%;
• during the group stage, it was 5.6% higher than during the knockout rounds, excluding days without matches;
• the peak came on June 13, the first Saturday with a full schedule of group-stage matches;
• the lowest point was recorded on July 13, when no matches were played.

Compared with the same dates in 2025, the figure was up 21.1%, although Blask said part of the increase reflected overall market growth over the year.

Blask Index During the 2026 World Cup: Search Interest in Gambling Operators Rose by Just 0.2% Compared With the Previous 39 Days.

Blask also separately measured search interest in the tournament itself, based on World Cup-related queries rather than searches for gambling operators. Interest peaked on July 4, when Round of 16 matches coincided with U.S. Independence Day.

The final attracted around 49% more search interest than the opening day of the tournament. The lowest level was recorded on July 17, another day without matches.

All three host nations were eliminated in the Round of 16. After their exits, search demand fell by 28% in the United States and 11% in Mexico, while rising by 7% in Canada.

Blask also estimated which World Cup matches were the most and least favorable for bookmakers. The assessment was based on odds, match results and popular betting markets and does not reflect operators’ actual profits.

The most favorable match for bookmakers was England’s 0-0 draw with Ghana. The least favorable was New Zealand’s 5-1 defeat to Belgium.

In the latter match, bets on total over 2.5 goals caused the biggest losses for operators.