The 2026 World Cup kicks off on 11 June. The United States, Mexico and Canada will host delegations from 48 countries for the largest sporting event on the planet.
It will mark the rise of the sportsbook industry in Brazil, which has been regulated since early 2025. With more than 180 brands offering various markets, Brazilian operators are ready and are expected to move more than BRL19 billion [$3.8 billion].
Is the industry ready for the 104 World Cup matches? The bookmakers will offer a variety of markets, and tens of thousands of new gamblers are expected to sign up. Personalisation and user experience will be the focus for operators.
