Nearly 40% of Brazilians bet on WC 2026 under new legal framework
The 2026 FIFA World Cup will mark a historic milestone for the iGaming industry in Brazil, as it will be the first edition of the tournament to be held under a fully regulated market. According to a recent study by Kantar Brasil, participation is expected to be massive: 37 percent of citizens in the South American giant already plan to place some type of sports bet during the World Cup. This scenario reflects the maturity of a sector that, after the definitive implementation of the fixed-odds and online gambling law in 2025, has managed to integrate betting as a fundamental part of the entertainment experience for the Brazilian public.
User preference leans notably towards traditional markets, although new verticals are gaining ground as the competition approaches. The analysis released by the Máquina do Esporte portal reveals that the most popular modality remains the final match result, chosen by 51 percent of respondents. However, other options such as the total number of goals (26 percent) and predicting the world champion (18 percent) show diversified interest. More specific markets, such as the tournament's top scorer or specific plays during matches, are also on bettors' radar, demonstrating a search for greater complexity and excitement in each day of the calendar.
The backing of a market with 29 million active users
This surge in betting interest coincides with unprecedented growth in the country's formal user base. Data provided by the Secretariat of Awards and Betting (SPA) of the Ministry of Finance indicates that Brazil already has 29.4 million bettors operating within the ecosystem of authorized platforms. This figure, analyzed by the newspaper O Globo in the context of the second year of regulation, highlights the challenge operators face in managing massive traffic volumes during the World Cup, while ensuring operational security and transaction integrity in a high-demand environment.
"Digital platforms and social networks integrate the monitoring ecosystem, offering interactivity, on-demand content, and access to real-time analysis," said Fernanda Bassanello, director of Kantar Brasil.
Hybrid consumption and the impact of new technologies
Regarding match tracking, digital interaction will be the main protagonist in 2026. Although open television still leads viewer intent with 73 percent, the way of experiencing football has become profoundly hybrid. Streaming (31 percent) and social media (23 percent) are no longer just complements, but spaces where technical analysis and direct participation are consumed. This technological evolution allows for a much closer relationship between brands and younger consumers, who demand augmented reality tools and interactive polls to feel part of the event.
For operators, the challenge will be to capitalize on the 77 percent of the population that plans to follow the tournament. The integration of quizzes, immersive experiences, and live interactive broadcasts are emerging as key to attracting new generations of bettors. In this new regulated scenario, the ability to offer dynamic and secure content will determine the success of platforms in a market that no longer only seeks chance, but a complete and technologically advanced entertainment experience.
Tags: Brazil, Brazil sports betting, World Cup betting, Brazil World Cup 2026 betting