Kambi sees Bet Builder demand rise during summer of football

B2B gambling conglomerate Kambi has released its latest statistical report examining betting activity during the 2024 Euros and Copa América.

Data was measured through metrics provided by Kambi’s B2C operator partnership network. 

When examining the teams that had the most punters backing them with a bet, Spain comes in first in the UEFA EUROS, followed by France as second and Portugal as third. 

England managed to secure sixth place, while Turkey ended up last as number 10. 

During Copa América, most people saw a potential winner in Colombia, while the 2022 World Champions Argentina came in a close second. Panama was considered least likely to win the cup, taking the honorary 10th place.

In terms of fan-favourite players, Cristiano Ronaldo and Lionel Messi are no longer the leading men in Europe and the Americas, respectively. 

Ronaldo was placed fourth in terms of the most bets made on players, while across the pond Messi ended up scoring one point higher with third place. 

The European player who won the most attention from fans was Dutch national and Liverpool forward Cody Gakpo, with fellow Liverpool teammate and Colombian player Luis Díaz placing first during Copa América.

The biggest number of bets was placed in the pre-match period during the Euros, with a total of 69% of people doing so – in comparison to only 31% of bets during the live stage. 

For the 2020 edition of the competition, these numbers stood at 68% and 32%, respectively. 

Additionally, 78% of those who watched Copa América placed their bets in the pre-match phase, while 22% did so during a live match. 

The difference compared to 2020 is significantly stronger as opposed to the Euros, with pre-match Copa América bets amounting to 59%, and live bets making up a total of 41%. 

When it comes to Bet Builder, “the percentage of bets which were Bet Builders grew by more than double between the 2021 tournaments and 2024 tournaments”, Kambi’s report said.

Total Bet Builder bets were 18% during the Euro Championship – up from the 8% in 2020. Around 24% of Copa América bets were bet Builders, which is up 14% from the 10% in 2020.