Kambi has reported a sharp increase in live Bet Builder activity during the FIFA World Cup 2026 group stage, highlighting changing betting preferences among sports bettors.
Data from Kambi’s global network shows that its Bet Builder product accounted for approximately 20% of all live bets during the group stage, a significant increase from the 3% recorded across the entire 2022 FIFA World Cup.
The feature allows bettors to combine multiple in-play selections into a single wager, reflecting growing demand for more personalized live betting experiences.
Player Props Continue to Grow
Player proposition markets also generated strong engagement throughout the tournament.
Kambi said “player shots on target” ranked among the top five pre-match betting markets by turnover, while “to score or assist” also ranked among the top 10.
The data showed that football’s biggest stars continued to dominate player prop betting volume across matches they participated in during the group stage.
Among all featured players:
- Erling Haaland generated 60% of player prop turnover.
- Lionel Messi accounted for 48%.
- Harry Kane generated 47%.
- Kylian Mbappé contributed 47%.
- Cristiano Ronaldo accounted for 40%.
Auto-Sub Feature Gains Attention
Kambi’s Auto-Sub feature, which automatically transfers player prop bets to a substitute when the original player leaves the match, has also gained importance during the tournament.
The company noted that substitutes have scored more than 40 goals during the competition so far, increasing the value of automated player substitutions for prop bettors.
The highest Auto-Sub payouts during the group stage came from substitutions involving players from the Netherlands, France, Morocco, England, and Germany.
Tournament Drives Innovation
Oliver Lamb, Senior Vice President of Risk at Kambi, said the expanded FIFA World Cup has become one of the industry’s biggest opportunities to showcase advanced live betting products.
Drawing data from more than 70 operator partners across over 60 regulated markets, Kambi said the growing popularity of live Bet Builder demonstrates increasing demand for deeper in-play betting options that can continue driving customer engagement beyond the tournament.
