Kambi Group, one of the largest B2B sports betting technology providers in the world, just crossed a staggering milestone: more than 100 million bets processed through its global network of Turnkey Sportsbook partners during the 2026 FIFA World Cup. And the tournament still had two matches left to play when the company made the announcement on July 16.
The expanded 2026 World Cup format, featuring 48 teams across 104 matches, obviously helped inflate raw volume. But the composition of those bets tells a far more interesting story.
Pre-match Bet Builder turnover jumped 3.6x compared to the 2022 World Cup in Qatar. Live Bet Builder turnover? Up tenfold.
Here’s where it gets really granular. Player shots on target emerged as the single most popular pre-match Bet Builder market, generating double the turnover of traditional match-winner bets. In the live betting arena, shots on target accounted for 15% of all live turnover.
The share of pre-match turnover from non-match-winner bets climbed from 57% in 2022 to 63% in 2026.
