The commencement of the 2026 World Cup, touted as the largest betting event in history, presents a significant opportunity for stakeholders in the gambling sector to advocate for responsible gaming practices. However, the commitment to this cause varies among industry players.
This year’s World Cup, featuring 48 teams and a total of 104 matches—40 more than the previous tournament—will unfold over 39 days across stadiums in Canada, Mexico, and the United States.
As the event kicks off, gambling firms and prediction markets are unveiling innovative bets, trades, and promotional offers, aiming to capitalize on what Flutter’s Peter Jackson described to the Financial Times as the “biggest betting opportunity we’ve ever encountered.”
Jackson elaborated on this during a segment on CNBC’s “Closing Bell,” emphasizing the scale of the event. He noted, “While the Super Bowl attracts around 200 million viewers in the U.S., the last World Cup Final in Qatar drew an astounding 1.5 billion viewers, with a total of 5 billion people watching the entire tournament. This is monumental.”
According to projections by Macquarie analyst Chad Benyon, global betting on the FIFA World Cup could exceed $50 billion. However, with this opportunity comes significant risk; increased wagering can lead to poor betting decisions. It is crucial for operators, regulators, and responsible gaming organizations to prioritize the promotion of responsible gambling tools and messages.
For instance, following a survey indicating that 41% of French adults planned to bet on World Cup matches, the French regulator, Autorité Nationale des Jeux (ANJ), initiated the Zone à risques campaign. This public awareness initiative aims to highlight the potential risks of gambling addiction linked to the surge in sports betting during the tournament.
Gambling Insider investigated the responsible gambling initiatives being promoted in North America. We contacted various sportsbooks, prediction markets, regulators, and organizations focused on responsible gaming to gather insights.
According to Cait Huble, public affairs director for the National Council on Problem Gambling (NCPG), the World Cup is an ideal time to promote their national helpline. She stated, “During the World Cup, we will enhance our advertising efforts for the National Problem Gambling Helpline™, 1-800-MY-RESET. Given the widespread betting expected during the matches across several states, we view this as a crucial opportunity to promote the helpline as a universally accessible resource for individuals and families seeking support.”
As part of this initiative, Huble mentioned that the Council has created a new series of resource videos addressing common questions related to the helpline. This set includes four videos that cover topics such as problem gambling, who can reach out to the helpline, what to expect when calling, and the support available.
The Responsible Gambling Council (RGC) is also closely monitoring the tournament and plans to launch a Cup-specific awareness campaign next week. Patrick Moore, RGC’s senior manager of PR & communications, shared via email that their influencer-driven campaign aims to mitigate harm during periods of heightened gambling activity.