Few Scottish football fans would’ve thought after France ‘98 that they’d have to wait nearly three decades for another World Cup.
But it’s been misery for Scotland’s football team for nearly all of that time. A recent resurgence have seen them qualify for the last two European Championships, however.
And this momentum continued as they qualified for the 2026 World Cup via the playoffs against Denmark after Scott McTominay scored one of the greatest goals in modern memory for Scotland fans.
A late winner from Kenny McLean was followed by a misery compiler from Kieran Tierney, as Scotland beat the Danes 4-2 to progress to this summer’s tournament in the US, Canada and Mexico.
There was mass celebration across Scotland, but one man who was just as delighted with the result from a business perspective as well as a patriotic one was Paul Petrie, Co-Founder and Director of Scotland-focused bookmaker McBookie.
Paul Petrie. Credit: LinkedIn
Paul joined SBC News for the first edition of this year’s World Cup Betting Tour to discuss everything Scotland, from Scottish bettors’ choices for the tournament to national pride, as the Scots prepare for a first return since 1998.
Just how important is the World Cup to the betting industry in Scotland, not just from a business standpoint but from a cultural one too?
Hugely. There is a whole generation that has never seen Scotland at a World Cup. That would have been unthinkable when we were qualifying for them all the time in the 70’s, 80’s and 90’s.
My friends went to the 1998 World Cup in France and I decided against it thinking I would go to the next one – little did I know I would have to wait 28 years. Obviously from an industry point of view it makes the tournament even better and the fact that there is a good chance that Scotland can qualify for the knockout stages for the first time puts an extra excitement on the competition.
What marketing/promotional strategies have you put together for the 2026 World Cup?
We are concentrating on our existing customer database rather than looking to use the tournament as a new account generator. With the bigger brands sure to be spending lots of money we feel like we get lost at these major tournaments.
Therefore we will be offering free bets and enhanced offers around all three Scotland group games – then hopefully a few knockout ones as well! Then we will pick the best game each round and try to reward the existing customers some more.
Has your sportsbook platform benefited from any upgrades directly relating to the tournament?
We actually just moved to a new platform in January so our offering will be better than previous major tournaments. Bet Builders are massive now and it is great that customers can now add stuff like shots on target, fouls etc. We also offer the popular 2up promotion and whilst it is no longer unique it makes sure our customers don’t choose a different operator.
What are your best memories of watching the World Cup, either memories relating to your country or others that stand out for you personally?
My first memory is David Narey putting Scotland 1-0 up against Brazil in the Spain 1982 World Cup. Poor Jimmy Hill was never welcome at a Scotland game again after he called it a toe poke.
It was also a great occasion when Scotland played Brazil in the opening game against Brazil in the 1998 World Cup. Once again we had some false hope when John Collins equalised from the spot.
Hopefully we can get something from the Brazil game this time but it seems very unlikely. Also, who can forget the Hand of God? Certainly no one in Scotland.
How can we expect the rise in Remote Gaming Duty tax to impact you in spite of what should be a bumper month for revenue?
It is certainly one of the reasons why we aren’t doing a huge marketing campaign but it is still early days. Thankfully, we have such a solid database of loyal sportsbook customers that we don’t necessarily rely on the gaming side of things. Nevertheless, it is still an extra cost we could do without and we will find out the real impact in the coming months.
Will the potential incoming Financial Risk Assessments damage potential new customer numbers and retention?
However, if all operators have to follow the same guidelines then customers will know where they stand. Many still won’t provide the documents as they believe it is an intrusion, so we just have to build that into our retention KPIs.
How important is customer retention mid- and post-tournament for your business in the long run?
Massively which is why, as I mentioned, our number one priority for the tournament will be the existing customers and making sure they feel rewarded. The Scottish football season actually starts when the World Cup is still on so we will be able to focus on that as well.
How difficult is it to stand out in what continues to be such a congested UK market, especially at a trading time as competitive as the World Cup?
Extremely but that was why we set up McBookie in the first place – to focus specifically on the Scottish marketplace so it gives us a clear USP. Thankfully with Scotland taking part it gives us plenty of opportunities to stand out from the other bookies who I am sure will be spending most of their energy on England.
Are you expecting the time zones for this World Cup to be disruptive at all? How have you planned for this if so?
Yeah it isn’t ideal – especially with one of Scotland’s games being a 2:00am kick off. We aren’t doing anything and will just have to grin and bear it.
There is so much anticipation that everyone in Scotland will be staying awake to watch the games, so people will still place their bets once the teams are announced.
Regarding trading, do you find that most Scottish bettors are optimistic for the national side’s chances, or are there any overseas teams that are catching interest this year (or any anti-England backers…)?
Clearly, with more teams qualifying for the knockout stages, it gives Scotland a great chance to progress. However, we thought that would be the case at the Euros and we still couldn’t manage to get out of the group stages.
Having said that, if we can’t beat Haiti in the first game then we don’t deserve to qualify. And that would be a success for the Tartan Army. France are the most popular selection so far and we are sure to see money on England if they progress through the rounds.
If you don’t mind us asking, given how many bets you’ll take on Scotland to win the tournament, is it fair to say you may be the only Scotsman rooting against the team this year?
Haha. The longer Scotland are in the tournament, the better it will be for McBookie so I will certainly be rooting for them – and not even the most optimistic member of the Tartan Army is expecting us to lift the World Cup, so I think we will be safe.
What about player markets? Which players are Scottish bettors expecting to have the biggest impact this year, from what you’ve seen in trading?
Sadly we have seen a bit of money on Scotland not to score a goal at 22/1! That is certainly one bet we hope to be a loser.
McTominay will be the most popular selection in the goalscorer markets in the games and is also favourite to be Scotland’s top scorer. John McGinn has also been in fine form for Aston Villa and is a fans’ favourite when it comes to betting on scorers. From other teams, Erling Haaland and Harry Kane are the stand outs.
Tournaments like the World Cup don’t come around too often. How big are they for a company like McBookie to put yourselves out there as an inherently Scottish brand and potentially gain market share from some global competitors with larger marketing budgets?
Football is our most popular sport so having a summer tournament is huge for us. Add in the fact that Scotland have qualified and it is the perfect scenario. And even when Scotland get eliminated, the punters will still keep a keen interest in the competition.
We have enjoyed excellent business on the past two European Championships but the World Cup is on a different level.
World Cup Betting Tour: McBookie on Scotland’s excitement after 28 years away
You’ve shared it!
SBC News speaks to Scotland’s McBookie for the first part of its inaugural World Cup Betting Tour series.
It’s been a long time coming for Scotland, but after 28 years away, the Tartan Army are set to return to the world’s biggest stage.
Few Scottish football fans would’ve thought after France ‘98 that they’d have to wait nearly three decades for another World Cup.
But it’s been misery for Scotland’s football team for nearly all of that time. A recent resurgence have seen them qualify for the last two European Championships, however.
And this momentum continued as they qualified for the 2026 World Cup via the playoffs against Denmark after Scott McTominay scored one of the greatest goals in modern memory for Scotland fans.
A late winner from Kenny McLean was followed by a misery compiler from Kieran Tierney, as Scotland beat the Danes 4-2 to progress to this summer’s tournament in the US, Canada and Mexico.
There was mass celebration across Scotland, but one man who was just as delighted with the result from a business perspective as well as a patriotic one was Paul Petrie, Co-Founder and Director of Scotland-focused bookmaker McBookie.
Paul joined SBC News for the first edition of this year’s World Cup Betting Tour to discuss everything Scotland, from Scottish bettors’ choices for the tournament to national pride, as the Scots prepare for a first return since 1998.
Just how important is the World Cup to the betting industry in Scotland, not just from a business standpoint but from a cultural one too?
Hugely. There is a whole generation that has never seen Scotland at a World Cup. That would have been unthinkable when we were qualifying for them all the time in the 70’s, 80’s and 90’s.
My friends went to the 1998 World Cup in France and I decided against it thinking I would go to the next one – little did I know I would have to wait 28 years. Obviously from an industry point of view it makes the tournament even better and the fact that there is a good chance that Scotland can qualify for the knockout stages for the first time puts an extra excitement on the competition.
What marketing/promotional strategies have you put together for the 2026 World Cup?
We are concentrating on our existing customer database rather than looking to use the tournament as a new account generator. With the bigger brands sure to be spending lots of money we feel like we get lost at these major tournaments.
Therefore we will be offering free bets and enhanced offers around all three Scotland group games – then hopefully a few knockout ones as well! Then we will pick the best game each round and try to reward the existing customers some more.
Has your sportsbook platform benefited from any upgrades directly relating to the tournament?
We actually just moved to a new platform in January so our offering will be better than previous major tournaments. Bet Builders are massive now and it is great that customers can now add stuff like shots on target, fouls etc. We also offer the popular 2up promotion and whilst it is no longer unique it makes sure our customers don’t choose a different operator.
What are your best memories of watching the World Cup, either memories relating to your country or others that stand out for you personally?
My first memory is David Narey putting Scotland 1-0 up against Brazil in the Spain 1982 World Cup. Poor Jimmy Hill was never welcome at a Scotland game again after he called it a toe poke.
It was also a great occasion when Scotland played Brazil in the opening game against Brazil in the 1998 World Cup. Once again we had some false hope when John Collins equalised from the spot.
Hopefully we can get something from the Brazil game this time but it seems very unlikely. Also, who can forget the Hand of God? Certainly no one in Scotland.
How can we expect the rise in Remote Gaming Duty tax to impact you in spite of what should be a bumper month for revenue?
It is certainly one of the reasons why we aren’t doing a huge marketing campaign but it is still early days. Thankfully, we have such a solid database of loyal sportsbook customers that we don’t necessarily rely on the gaming side of things. Nevertheless, it is still an extra cost we could do without and we will find out the real impact in the coming months.
Will the potential incoming Financial Risk Assessments damage potential new customer numbers and retention?
It will if the Gambling Commission aren’t clear with the directions and it is once again up to the operators to decide how they should interpret them.
However, if all operators have to follow the same guidelines then customers will know where they stand. Many still won’t provide the documents as they believe it is an intrusion, so we just have to build that into our retention KPIs.
How important is customer retention mid- and post-tournament for your business in the long run?
Massively which is why, as I mentioned, our number one priority for the tournament will be the existing customers and making sure they feel rewarded. The Scottish football season actually starts when the World Cup is still on so we will be able to focus on that as well.
How difficult is it to stand out in what continues to be such a congested UK market, especially at a trading time as competitive as the World Cup?
Extremely but that was why we set up McBookie in the first place – to focus specifically on the Scottish marketplace so it gives us a clear USP. Thankfully with Scotland taking part it gives us plenty of opportunities to stand out from the other bookies who I am sure will be spending most of their energy on England.
Are you expecting the time zones for this World Cup to be disruptive at all? How have you planned for this if so?
Yeah it isn’t ideal – especially with one of Scotland’s games being a 2:00am kick off. We aren’t doing anything and will just have to grin and bear it.
There is so much anticipation that everyone in Scotland will be staying awake to watch the games, so people will still place their bets once the teams are announced.
Regarding trading, do you find that most Scottish bettors are optimistic for the national side’s chances, or are there any overseas teams that are catching interest this year (or any anti-England backers…)?
Clearly, with more teams qualifying for the knockout stages, it gives Scotland a great chance to progress. However, we thought that would be the case at the Euros and we still couldn’t manage to get out of the group stages.
Having said that, if we can’t beat Haiti in the first game then we don’t deserve to qualify. And that would be a success for the Tartan Army. France are the most popular selection so far and we are sure to see money on England if they progress through the rounds.
If you don’t mind us asking, given how many bets you’ll take on Scotland to win the tournament, is it fair to say you may be the only Scotsman rooting against the team this year?
Haha. The longer Scotland are in the tournament, the better it will be for McBookie so I will certainly be rooting for them – and not even the most optimistic member of the Tartan Army is expecting us to lift the World Cup, so I think we will be safe.
What about player markets? Which players are Scottish bettors expecting to have the biggest impact this year, from what you’ve seen in trading?
Sadly we have seen a bit of money on Scotland not to score a goal at 22/1! That is certainly one bet we hope to be a loser.
McTominay will be the most popular selection in the goalscorer markets in the games and is also favourite to be Scotland’s top scorer. John McGinn has also been in fine form for Aston Villa and is a fans’ favourite when it comes to betting on scorers. From other teams, Erling Haaland and Harry Kane are the stand outs.
Tournaments like the World Cup don’t come around too often. How big are they for a company like McBookie to put yourselves out there as an inherently Scottish brand and potentially gain market share from some global competitors with larger marketing budgets?
Football is our most popular sport so having a summer tournament is huge for us. Add in the fact that Scotland have qualified and it is the perfect scenario. And even when Scotland get eliminated, the punters will still keep a keen interest in the competition.
We have enjoyed excellent business on the past two European Championships but the World Cup is on a different level.