Flashscore has published findings from a survey of 2,000 UK sports fans, conducted with TGM Research, looking at viewing and betting habits ahead of the 2026 FIFA World Cup.

According to the research, 86.8% of male fans and 81.6% of female fans among online sports audiences plan to follow the tournament “very” or “extremely” closely.

With time zone differences expected to push some kick-offs to around or after midnight UK time, the survey indicates stronger willingness to watch England late-night games live among younger fans. It found 41.5% of 18–34s say they will “definitely” watch England’s late-night matches live and 34.3% “probably” will. The figures fall to 35.0% (aged 35–54) and 30.1% (55+) for those saying they will “definitely” watch live.

On wagering, Flashscore said fans are prioritising in-game markets over standard match outcomes. It reported 64% of UK users placed “Both Teams to Score” (BTTS) bets and 59% placed “Over/Under” total goals wagers during the tracked period, compared with 49% who placed standard match outcome (1X2) bets.

Martin Matejka, Marketing Director of Flashscore, said: “The World Cup is one of the biggest events on the global sports calendar. Flashscore attracts highly engaged sports fans, and this audience closely overlaps with the betting market. Bettors need fast, reliable scores and statistics right at that moment, which is exactly what we deliver.

“Our survey shows that 46% of Flashscore users (the highest share among key market players) that have experience with other competitors have selected Flashscore as the fastest, proving that speed matters. This combination makes Flashscore a natural partner for betting platforms looking to connect with an active audience.”

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White Hat Studios has launched three soccer-themed casino titles ahead of the 2026 World Cup, positioning the games for operator cross-sell during the tournament across the US, Mexico and Canada.

The new releases are Maradona Golden Goal, Saint Kicked, and Kong Even Bigger Balls. White Hat Studios said the trio is intended to support engagement for online casinos during the summer sporting calendar.

Maradona Golden Goal is themed around Diego Maradona and references “iconic kits” from his career, according to the company. White Hat Studios said the game includes a Cash Collect mechanic, with a Golden Goal feature that can trigger at any time, boosting values and allowing additional symbols to land to activate the Bonus Game.

Saint Kicked and Kong Even Bigger Balls are described as soccer-themed updates to two existing game families, adding “instantly recognizable soccer references” to refresh the player experience.

Armen Tatarevic, SVP of Commercial Operations at White Hat Studios, said: “Excitement for this year’s World Cup is growing fast in the US with the big kick-off drawing closer. To celebrate, we wanted to introduce a hat-trick of games to our portfolio that allow players to enjoy soccer-themed casino entertainment during the international tournament.

“As we’ve seen in markets worldwide, major sporting events have the power to attract new audiences for both sportsbooks and casinos. Through these new titles, we’re providing our operator partners across multiple states the best opportunity to engage with sports fans.”

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Incentive Games has refreshed its Tournament Challenge free-to-play football predictor in partnership with bet365 ahead of the 2026 World Cup. The game sits in bet365’s free games portfolio and will be accessible via the operator’s website and app.

Tournament Challenge lets players predict match outcomes (win, lose or draw) across Group Stage match days and the Knockout Rounds. Players allocate a 10-point stake to each prediction, with returns based on the odds of the selected outcome, and can double points on one prediction per round. Match days and rounds are released individually during the tournament.

New for 2026, the product adds “Your Leagues”, a private league feature that lets players create and join groups using league codes, compare predictions and track performance. Incentive Games said further updates are planned during the tournament.

Ahmed Baker, Chief Commercial Officer at Incentive Games said, “The World Cup is one of the biggest sporting moments on the planet, and Tournament Challenge is designed to bring fans even closer to it. We wanted to create something competitive, social and easy to jump into throughout the tournament. The addition of ‘Your Leagues’ adds a whole new dimension this year, giving players the chance to compete directly with friends and share the experience together. We’re incredibly proud to continue working alongside the fantastic team at bet365 to bring this to life.”

Rhead Hilton, bet365 Software Product Development Manager said, “With the World Cup bringing together fans from all over the world, Tournament Challenge gives bet365 customers a valuable opportunity to get closer to the action.

We are pleased to offer a free-to-play experience that is straightforward, engaging and built around competition, with our Your Leagues feature adding a social dimension that allows players to challenge one another directly and compare predictions. We are also proud to continue our partnership with Incentive Games and deliver another strong product for our customers.”

According to the companies, Tournament Challenge will be available across key global territories, alongside dedicated standalone versions for Brazil, Spain, Italy and Greece. bet365’s terms state the promotion is “only available to new and eligible bet365 customers”, is limited to one entry per person, and closes “at kick-off of the last scheduled tournament game on 19th July 2026.”

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