Can Sportsbooks Keep World Cup Bettors Once the Tournament Ends? LiveScore Expert Delivers Verdict

The 2026 FIFA World Cup, which kicked off on June 11 and concludes with the final on July 19, has once again put football at the centre of global attention. 

For sportsbooks, however, the tournament represents one of the industry's biggest opportunities to attract new customers and convert occasional World Cup bettors into long-term players.

The bigger challenge, however, comes after the tournament, when sportsbooks must find ways to keep those newly acquired bettors engaged.

In an exclusive interview with SportsBoom, Promotions Manager at LiveScore Group, Akeem Odukoya, shared his thoughts. 

"No doubt, the World Cup is the biggest sports event in the world, with billions of viewers. Some of these viewers convert into bettors with different operators and may churn when the event comes to an end. So keeping them engaged after the World Cup ends will be a difficult one for most bookies,” Odukoya told SportsBoom.co.za in an exclusive interview. 

Strategies That Keep Bettors Coming Back After The World Cup

Retaining bettors after a major tournament requires more than attracting them with World Cup promotions. 

As sportsbooks focus on long-term customer value, personalised engagement has become an increasingly important part of their retention strategy.

According to Optimove's 2026 World Cup report, 60% of U.S. bettors say relevant, personalised offers are the main reason they engage with sportsbook communications. 

This highlights the growing importance of customer relationship management (CRM) beyond traditional bonuses.

Speaking to SportsBoom, Odukoya said he believes retention ultimately depends on both an operator's strategy and the strength of its product offering.

"This will come down to your strategy and the kind of product in your catalogue. If you have a casino/virtual football game that can be themed or adjusted for the World Cup during the tournament. Such games will remain available after the World Cup, and we can keep a number of them active on-site. Also, your CRM strategy is key as you will need to aggressively engage players that stopped betting after the World Cup with a tailored promo and offers."

He emphasises that while the World Cup helps sportsbooks attract new bettors, long-term profitability depends on retaining those customers once the tournament ends.

Why Retention Takes More Than Bonuses Alone

Bonuses and promotions can help attract bettors during major tournaments, but they are only one part of a successful retention strategy. 

Product quality, competitive odds, and a smooth user experience also influence whether customers continue betting after the World Cup. 

According to Optimove's 2026 European World Cup report, 64% of bettors plan to use two or more sportsbooks during the tournament. 

The report found that trust, familiarity, and promotions also influence where bettors place their bets. 

Odukoya says promotions alone are not enough to keep bettors coming back after a major tournament.

"If your promo is good but the product and experience are bad. You will most likely keep bonus hunters on the site, which will not give a good return on investment. If the product is great but you don’t give incentives, good players may go elsewhere to get a reward for their loyalty. So there should be a balance in this aspect."

The post-World Cup retention battle comes as South Africa's National Gambling Board has also warned bettors to remain vigilant against illegal betting scams and fake gambling apps expected to emerge around the tournament.

Why Customer Retention Is The Real Measure Of Success

The global sports betting market continues to expand. 

According to Statista Market Insights, revenue is projected to reach $88.11 billion in 2026.

Odukoya says retention remains one of the biggest challenges for sportsbooks. 

However, he doesn't believe the success of a World Cup campaign should be judged only by what happens immediately after the tournament ends.

"To be honest, retention is one of the most difficult aspects of gaming. I won’t say it is a missed opportunity. Aside from the World Cup, the new English Premier League (EPL) season starts in a few weeks, and you will need to reactivate those who stopped playing since the end of last season. Even the World Cup couldn’t reactivate such players, and only the EPL could reactivate them."

Odukoya further reveals that operators also track metrics such as "Retention %, CPA (cost per acquisition), GGR (gross gaming revenue), Actives, and more."

Those metrics help operators evaluate performance beyond customer acquisition. 

They reveal whether players remain active after the tournament and whether they continue betting over the longer term.

The Bottom Line For Sportsbooks

Once the 2026 FIFA World Cup comes to an end, sportsbook operators will have a much clearer picture of whether their retention strategies have worked. 

The real challenge will then be turning those new sign-ups into loyal, long-term players.