With the FIFA World Cup now concluded, attention is turning to the key betting trends and operational insights that emerged from football’s biggest tournament. From the continued rise of Bet Builders and player props to the growing importance of live betting and personalised experiences, the competition provided valuable lessons for both operators and sportsbook suppliers.
We spoke with Anestis Grazdanis, Football Monitoring Manager at Altenar, about the biggest trading takeaways from the tournament, changing player behaviour, the impact of innovations such as the World Cup Lobby and enhanced Bet Builder, and how these insights will shape sportsbook strategy as the focus returns to domestic football.
Looking back at the tournament, what was the biggest surprise from a trading perspective?
One of the most notable betting trends was the shift in wagering activity away from traditional match-winner (1X2) markets and toward player-focused and live betting options.
While 1X2 and outright markets continued to attract strong recreational interest, bettors increasingly favoured player props such as shots on target, completed passes, and fouls committed, along with fast-moving in-play micromarkets.
What did this World Cup reveal about the future of sports betting?
One of the strongest trends was the continued growth of Bet Builders. Rather than placing single wagers, bettors increasingly combined multiple outcomes from the same match, such as predicting a team’s victory alongside the total number of goals and a specific player’s performance. These combinations allowed users to create more tailored betting slips based on their own expectations of how a match would unfold.
Player proposition markets also recorded substantial growth throughout the tournament. Interest was driven not only by the teams involved but also by the popularity of individual players. Many bettors focused on well-known footballers, placing wagers on statistics such as goals, shots on target, assists, or completed passes, regardless of which national team they represented. Live betting continued to play a central role during the competition. As matches progressed,
bettors expected odds to update quickly and cash-out options to remain available throughout the game. This demand for fast, uninterrupted in-play betting reflected a broader preference for responsive betting experiences, particularly during key moments such as goals, penalties, or late-game momentum shifts.
Which Altenar innovation made the biggest impact during the World Cup?
One of Altenar’s most significant developments during the tournament was our enhanced Same-Game Multiple (SGM), or Bet Builder, supported by real-time risk management capabilities. As demand for customised betting options continued to grow, the platform enabled operators to offer a wider range of betting combinations while maintaining effective control over pricing and risk exposure.
From an operational perspective, Bet Builders represented an important product because they typically generated higher margins than traditional single-event wagers. To support this, Altenar used dynamic pricing models that accounted for the relationships between multiple selections within the same bet.
This approach helped reduce the risk associated with highly correlated outcomes and limited opportunities for pricing inefficiencies across related markets.
The feature also improved the overall betting experience. Users were able to combine multiple players and match outcomes into a single bet slip without the complexity often associated with multi-market wagers.
Real-time settlement updates and cash-out functionality further enhanced the experience, allowing bettors to react as matches unfolded while giving operators the confidence to manage risk effectively throughout the tournament.
What impact does VAR have on modern betting/trading activity?
VAR has become one of the biggest factors influencing modern live betting operations. Beyond its role in officiating decisions, it has introduced a new layer of complexity for trading teams by creating short periods of uncertainty where match outcomes, market prices, and customer behaviour can change within seconds.
Voided Bets and Market Reversals: VAR decisions can create challenges when markets need to be reversed after a key incident. For example, a goal may trigger increased betting activity or cash-out requests before being overturned by the referee following a review.
In these situations, operators must quickly return markets to their previous state while ensuring accurate settlement and maintaining customer trust. Automated systems and clear betting rules are essential for handling these rapid changes efficiently.
Growth of VAR-Related Micro-Markets: The introduction of VAR has also created opportunities for new betting products. Markets related to VAR involvement, referee monitor checks, penalties awarded, and other match-review events have gained interest among bettors.
These niche markets provide additional engagement opportunities and can generate valuable turnover due to their unique appeal.
How does the performance of the biggest names such as Messi and Mbappe affect betting behaviour?
High-profile players often attract a large share of betting activity, resulting in substantial volumes being concentrated on a relatively small number of markets. Their popularity can have a noticeable influence on both customer betting patterns and the way trading teams manage risk throughout a tournament.
From a behavioural perspective, many recreational bettors focus on familiar player-based markets when well-known footballers are involved. Common selections include Anytime Goalscorer, First Goalscorer, and Shots on Target, reflecting the tendency of customers to back star players rather than explore a broader range of betting options.
This concentration of bets creates additional challenges for traders. When a heavily-backed player performs well early in a match, particularly by scoring or recording key statistics, payouts can increase across several related markets at the same time.
The impact is often amplified because the same player is frequently included in multiple Bet Builder combinations alongside other match outcomes. This is where Altenar’s expertise in live trading and risk management enables operators to maintain market stability and respond quickly to sudden shifts in betting activity.
How will lessons from the World Cup impact the work of the trading team heading into the new domestic seasons?
The World Cup provided a valuable benchmark for assessing the demands placed on modern betting operations. The lessons from the tournament highlight several areas that will be important as operators prepare for the upcoming domestic league seasons.
Increasing Player Prop Coverage: During the tournament, bettors became accustomed to a wider range of player-focused markets, including tackles, passes, shots, and other performance-based statistics. This creates an expectation that similar levels of market depth will be available across domestic competitions, including both major leagues and lower-tier fixtures where data availability allows.
Improving Automated Risk Management for Bet Builders: As Bet Builders continue to grow in popularity, managing correlated risk has become increasingly complex. Trading teams will need stronger automated systems that can identify exposure patterns, adjust prices quickly, and manage liabilities without relying heavily on manual intervention. Machine-learning models and real-time risk tools will play a larger role in maintaining balance.
Enhancing Live Betting Performance: In-play betting remains one of the biggest growth areas, but maintaining a smooth experience depends on reducing unnecessary market suspensions. Delays during events such as VAR reviews, penalties, or major match incidents can affect customer engagement. Faster odds adjustments and improved market availability will be essential for maximising live betting activity throughout the domestic season.
