The 2026 FIFA World Cup promises to be a record-breaking event, with 104 matches over 39 days across the USA, Canada, and Mexico. For sportsbooks, it’s a colossal opportunity with global wagers projected to soar above $50 billion, a hefty increase from the $35 billion seen in 2022. But the real challenge lies beyond the final match. Operators often see a sharp decline in activity once the tournament wraps, as event-focused bettors tune out. So, how can they keep these new users engaged?
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Shifting Strategies for Player Retention
According to Dimi Katsavelis, senior client partner at Sportradar, the focus after the World Cup must shift drastically — both in strategy and expenditure. Many operators misstep by treating the World Cup’s boost as if it’s sustainable growth. They attract a mix of casual fans and promo-driven bettors, only to chase them with the same tactics post-tournament. Successful operators, however, adjust their marketing spend away from acquisition to customer retention and relationship management (CRM). Katsavelis points out: “The focus should shift from ‘How many players can we acquire?’ to ‘Which players are likely to deliver long-term value?’” Priority should be on churn prevention, reactivation strategies, personalized player journeys, and smart cross-selling.
Leveraging AI for Enhanced Retention
A common pitfall is measuring success against the high engagement of major events like the World Cup. Sustaining such peaks is a pipe dream. Still, instead, the goal should be converting event-driven players into consistent users. As Katsavelis says, “Good retention isn’t preserving tournament-level activity – it’s nurturing event-driven bettors into loyal customers.”
Sportradar identifies three critical metrics: the 90-day retention rate, showing ongoing engagement post-tournament; value retention rate, assessing long-term revenue; and churn velocity, or how quickly users fade away. AI-driven strategies can improve retention rates significantly. Data from Sportradar shows retention grew to 72% with AI-driven CRM methods after two months, compared to 61% using traditional means.
Personalization: A Key Competitive Edge
Once operators identify staying customers and potential churn risks, what’s next? Personalization is key. And many operators still handle it too narrowly. It’s not just about crafting the right message, but understanding each player’s journey stage. Katsavelis explains: “The question isn’t ‘What message should I send?’ but ‘What does this player need right now to continue their journey?’” This approach should begin before the World Cup concludes. The strategy involves crafting seamless transitions from tournament participation to regular engagement, using dynamic triggers rather than fixed marketing calendars.
Data Integration for Better Engagement
Data is fundamental to effective personalization. But katsavelis emphasizes that retention issues often stem from fragmented data systems. Misaligned sportsbook, CRM, and analytics systems push operators towards broad campaigns rather than tailored experiences. Without a unified data approach, maintaining engagement during off-peak times is nearly impossible. Operators tapping predictive analytics can pinpoint at-risk users early, ensuring continued engagement with relevant offerings before interest wanes.
Expanding Beyond Sports Betting
Retention also means broadening customer engagement beyond sports. Sportradar advocates for introducing users to new products when they’re most receptive. For instance, between matches or during slow periods, not while they’re engrossed in a game. Katsavelis notes: “Timing beats targeting: never cross-sell when a user is emotionally inside a match – do it when they’re between matches.” The goal? Portfolio engagement stability — creating a seamless entertainment ecosystem where users feel at home interacting with new offerings.
Trust & Relationship Building
Ultimately, long-term retention is anchored in trust. Operators must prioritize transparent communication, aligned value propositions, and responsible gaming practices. Katsavelis concludes: “You’re acquiring future regular users who temporarily express interest through a global event.”
The focus post-World Cup isn’t simply in acquiring the most users, but in crafting strategies that keep them engaged well after the final whistle. That’s where the real game is played. With new strategies in place, operators look to sustain success into domestic leagues and quieter periods — long past the 2026 World Cup fanfare.
Garry Sputnim is a seasoned journalist and storyteller with over a decade of experience in the trenches of global news. With a keen eye for uncovering stories that resonate, Alex has reported from over 30 countries, bringing light to untold narratives and the human faces behind the headlines. Specializing in investigative journalism, Garry has a knack for technology and social justice issues, weaving compelling narratives that bridge tech and humanity. Outside the newsroom, Garry is an avid rock climber and podcast host, exploring stories of resilience and innovation.
