The FIFA World Cup 2026 presents a significant opportunity for operators to acquire new customers, but the real challenge lies in retaining them after the tournament ends. Dimi Katsavelis, senior client partner at Sportradar, outlines strategies for turning event-driven bettors into long-term customers through smarter CRM, personalisation, and cross-sell approaches.
Major sporting events like the World Cup traditionally drive a surge in new player registrations and betting activity. However, many of these new users are event-driven bettors who may not have a sustained interest in sports betting beyond the tournament. Operators face the task of converting these temporary users into loyal, recurring customers. According to Katsavelis, the key is to engage these bettors with tailored experiences that go beyond the World Cup itself.
One of the primary strategies involves leveraging data to understand the behaviour and preferences of new customers. By analysing betting patterns, operators can segment users and deliver personalised offers and content. For example, a bettor who placed multiple wagers on specific teams or markets during the World Cup might be interested in similar leagues or tournaments. Personalisation can extend to communication channels, timing, and the types of promotions offered.
Cross-selling is another critical tactic. Operators can introduce new bettors to other products such as casino games, virtual sports, or esports, which may have higher retention rates. However, this must be done carefully to avoid overwhelming the user. A phased approach, where the operator first builds trust and engagement with sports betting before introducing other verticals, is often more effective.
CRM (Customer Relationship Management) systems play a vital role in retention. Automated workflows can trigger personalised messages based on user actions, such as a welcome series for new registrants or re-engagement campaigns for those who have not placed a bet in a while. The timing and relevance of these communications are crucial; generic messages are less likely to resonate with event-driven bettors.
Katsavelis also emphasises the importance of responsible gambling tools. Operators that promote safe betting practices and provide easy access to deposit limits, time-outs, and self-exclusion options can build trust with customers. This trust is essential for long-term loyalty, especially among new bettors who may be unfamiliar with the risks.
Another factor is the user experience. A seamless, intuitive platform that works well on mobile devices is non-negotiable. New bettors are unlikely to return if they encounter technical issues or a confusing interface. Operators should invest in fast loading times, easy navigation, and a variety of payment options to reduce friction.
The post-World Cup period is also an opportunity to build community. Features such as live chat, forums, or social media integration can help bettors feel connected to a larger community of fans. Operators can also host prediction games or fantasy leagues to maintain engagement between major events.
Ultimately, the goal is to shift the customer’s mindset from event-driven betting to habitual engagement. This requires a long-term strategy that combines data-driven personalisation, cross-selling, CRM automation, and a focus on user experience. Operators that succeed in this transition will not only recoup their acquisition costs but also build a sustainable customer base.
As the 2026 World Cup approaches, operators should start planning their retention strategies now. The tournament will be a high-stakes test of their ability to convert fleeting interest into lasting loyalty. Those that invest in the right tools and tactics will be best positioned to win after the final whistle.