With the FIFA World Cup concluded, attention turns 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 tournament provided valuable lessons for both operators and sportsbook suppliers.
Anestis Grazdanis, Football Monitoring Manager at Altenar, outlines the main 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.
The biggest trading surprise
“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 micro markets.
Indicators of future trends
“One of the strongest trends was the continued growth of Bet Builders. 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 placed 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 leading role. 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.”
Altenar’s standout innovation
“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 grows, 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 are an important product because they typically generate 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.”
The impact of VAR
“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.
“These include voided bets and market reversals, and 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.
“In addition, the introduction of VAR has 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.”
Superstar impact
“High-profile players often attract a large share of betting activity, resulting in substantial volumes being concentrated on a 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. This impact can be 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.”
Lessons to be learned
“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, primarily increasing Player Prop coverage, improving automated risk management for Bet Builders and enhancing Live Betting performance.”
