Swedish gaming operator Kindred Group noted that, after years of growth in the live betting segment, pre-match activity has returned to be back above 50% of all bets in 2022 FIFA World Cup.
Kindred said that this may be due to the much broader customer base that the World Cup has brought compared to the consumers that the business historically has attracted, with more casual bettors.
The Unibet operator speculated that the time zones in which the games have been played also has influenced this result.
The timings of matches held in Qatar have meant that only the late games are within European working hours – while all games are either during the night or during the work day in North America and Australia.
