This summer, the UEFA European Championship and the Copa América drew in millions of fans and bettors alike for two international competitions which saw a combined 40 countries compete in the group stages, knock-out stages and the final.
Powered by data collected from Kambi’s network of operators, the new report invites to explore the trends that took place during this year’s tournaments, and the shifting behaviours likely to shape the future of betting on football.
Some of the highlights of the report:
- A total of 18% of bets on Euro 2024 were bet builders, up from 8% on the 2020 tournament (played in 2021), a figure eclipsed by bets on the Copa América where nearly 25% of all those placed were done so via bet builder.
- Bettors on the Copa América also favoured larger, multi-leg combinations. Data shows that 15% of bet builders placed on the Copa América contained four selections, compared to around 8% on Euro 2024.
- Those placing bet builders were also found to be more likely to return and bet on later stages throughout the tournament, underlining the vast potential for user engagement that comes with offering a high-quality bet builder – especially one with the flexibility to enable combinations within not only the same event, but also across different events and sports.
- Player props surged across the Kambi network at Euro 2024 and the Copa América, ‘player’s shots on target’ in the top five pre-match offers on both tournaments as Kambi continues to expand its range of complex markets including ‘player to score or assist’ and ‘player to score from outside the box’.
When introducing the report, the company states: “Kambi has always been at the forefront of the sports betting industry, leveraging cutting-edge technology and data in order to provide unparalleled products and insights during these events.
Throughout this report you will find key metrics which include betting volumes, market preferences, and customer engagement pertaining to both pre-match and live betting activity. We’ll also explore the massively popular Bet Builder trends which have become among the most important aspects of a sport betting offering, especially when it comes to events of this scale.
Additionally, we’ll examine the growing esoccer trend and the betting activity that took place throughout the tournament and during the gaps in between matches. Join us as we unpack the numbers and narratives that defined the 2024 Euros and Copa América and discover the trends and insights that will shape the future of betting on major tournaments.”
The full report is available here.
Source: GMB
