SBC News Voice of the Sports Betting Industry
The FIFA 2022 World Cup is now just a few days away, and Entain projects that the tournament will be a resounding success for sportsbooks.
A ‘record number of actives, bets, stakes and first-time-deposits’ is expected by the Ladbrokes and Coral operator, as its brands prepare for the event with new products and promotions. 
This includes Ladbrokes’ Half Time Quiz free-to-play game – this product was highlighted as key component of successful customer acquisition and retention at the SBC Summit Barcelona this year.
Meanwhile, the group has launched a microsite in Portugal, Belgium, Brazil, US, Canada and Australia to function as a ‘premium betting-related content’ destination, featuring match previews, breaking news, tips and insights.
Dominic Grounsell, Entain Chief Commercial Officer, said: “With just days to go until the World Cup kicks off, it’s great to see the passion and emotion that football generates around the globe.”
Lastly, the group’s pre-World Cup prep has seen its Italian Eurobet brand run a virtual World Cup online and in its retail outlets, targeting continued engagement with Italian football fans despite their team not participating in the tournament for only the second time in its history.
Grounsell added: “Our geographic scale and bench-strength of brands, combined with our industry-leading technology, gives us a unique view and ability to provide our customers around the world with exciting experiences, innovative content and a whole host of new products aimed at bringing the tournament even more to life.
“We’re looking forward to the excitement that a World Cup brings for our customers.”
According to the group’s research, however, UK bookies should not expect high turnover on the home teams, as the country’s punters show a distinct lack of patriotism.
Just 18% and 2% of the firm’s customers, respectively, are backing England and Wales to lift the trophy, followed by 15% punting on Brazil and 13% on Argentina. 
In contrast to the UK, Brazilian bettors are backing their team heavily – perhaps understandably given the squad’s strength – at 50%, followed by Portugal (41%) and World Cup first-timers and heavy outsiders Canada (30%).
The remaining seven are Germany and defending champions France, both at 28% each, then Belgium, Denmark and the aforementioned England at 18%, and lastly Spain at 9%.
The Three Lions are the third most backed globally, however, with 13% of Entain’s international customers putting their money behind the side.
English pessimism is a complete turnaround from the optimism shown towards the women’s team during the UEFA Women’s Euro 2022, during which 60% of UK punters backed the Lionesses in their successful title run.
