2nd September, 2026:  BETBY, the Tier 1 B2B sportsbook supplier, has published a new report revealing how player behaviour shifted across the 2026 World Cup — and what those engagement shifts mean for the new European football season.

Over 39 days, the tournament reached 80.70% of active sportsbook players across the BETBY partner network — and generated 42.47% of turnover. The remaining 57.53% is where the season begins. The report offers transferable insights into how players engaged with markets, features and the sportsbook itself, and where value actually sat.

Inside the report you’ll find:
✅ Why 26.72% of new players never bet on the World Cup.
✅ What matters more than 247.9% bet growth.
✅ Why 1X2 fell while player shots on goal rose by 1,005%.
✅ Where the 81.16% of bets went that never touched the event page.
✅ Which 13.14% of players generated 30.24% of turnover.
✅ What players filled the gaps between matches with.

🔗 Download the report and turn 39 days of World Cup data into 10 months of season-long growth.