Blask, the AI-native iGaming market-intelligence platform, today published its World Cup 2026 Report, a data-driven look at how the tournament moved iGaming demand, betting-brand interest, and bookmaker margins across the 44 markets Blask tracks.
The report draws on Blask’s real-time search-driven demand tracking and benchmarks it against both the pre-tournament run-up and the same calendar window a year earlier.
Three findings from the report
1. iGaming demand barely grew against the tournament run-up. Blask Index rose 0.2% against the pre-World Cup baseline.
2. Hosting a World Cup doesn’t buy lasting interest once the home team is out. US demand fell 28% in the days after elimination, Mexico’s fell a milder 11%, and Canada’s rose 7%.
3. A new Blask metric shows the tournament, market by market, favored bettors over bookmakers. The Match Profitability Index, which Blask is publishing for the first time in this report, scores every match on who won the betting market rather than who won the game. Across all 104 matches, bookmakers came out net behind. England-Ghana’s surprise 0-0 was the tournament’s single most profitable match for bookmakers; New Zealand’s 1-5 loss to Belgium was the most costly.
The full report also covers World Cup Index demand timing (search interest peaked opening week in most markets, not at the final), brand-level growth across the tournament (led by a +464% swing for the top mover), and a full match-by-match profitability breakdown.
Read the full report here.
