Payment speed and localisation drive sportsbook growth

By Vriti Gothi

As the 2026 FIFA World Cup returns to North America for the first time in more than three decades, new research from payments platform Paysafe points to transaction performance and payment localisation—not betting features—as the primary determinants of sportsbook growth during the tournament.

According to Paysafe’s All the Ways Players Pay: World Cup 2026 report, 60% of global fans following the tournament plan to transact with online sportsbooks, with a significant share expected to do so for the first time. The findings suggest that the scale of the opportunity will be shaped less by odds or promotions and more by how efficiently operators handle deposits, withdrawals, and local payment preferences across jurisdictions.

The report indicates that 19% of global consumers interested in the World Cup expect to place their first-ever online wager during the tournament, effectively entering regulated digital payment ecosystems for the first time. In the United States, where sports betting legality varies by state, 62% of fans in legal markets plan to transact with sportsbooks, with nearly one-third making their first online betting payment. Similar first-time transaction activity is expected in Mexico (26%) and Canada’s Ontario province (9%).

Beyond North America, Paysafe highlights particularly strong transaction intent in newly regulated or rapidly expanding markets. In Brazil, where instant payments system Pix has become a dominant consumer rail, 66% of fans plan to wager, while in Peru the figure rises to 85%. Mature European markets such as Italy (64%) and the UK (60%) also show sustained transaction volumes, underscoring the global scale of payment demand tied to the tournament.

Crucially, the research suggests that payment execution outweighs traditional sportsbook differentiators when consumers choose platforms. While brand trust remains important, rapid withdrawals are the single most influential factor globally, cited by 33% of respondents—ahead of user experience, odds, or promotional offers. In some markets, including Peru, fast access to funds is considered more important than brand reputation itself.

Deposit speed and payment method availability also rank highly, with 24% of users prioritising rapid deposits and 22% favouring access to preferred payment options. Debit cards remain the most commonly preferred method worldwide, particularly in markets where credit card usage is restricted. However, alternative payment methods are playing an increasingly central role, with pay-by-bank solutions, digital wallets, and local payment methods gaining traction.

Localisation emerges as a recurring theme. Nearly one in five global bettors prefer local payment methods, a figure that increases substantially in markets with strong domestic schemes. In Brazil, for example, almost half of respondents expect Pix to be their primary transaction method during the tournament.

The report also highlights the commercial risk of payment failures. Across all markets surveyed, 88% of users said they would switch sportsbooks following a poor payment experience, rising to over 90% in the US and Ecuador. With the tournament spanning five weeks, Paysafe notes that sustained transaction reliability will be critical not only for customer acquisition but also for retention.

Commenting on the findings, Zak Cutler, President of Global Gaming at Paysafe, said, “With the regulated online betting space encompassing new North and Latin American markets, the 2026 World Cup will be the biggest tournament to date for online sportsbooks,” he said. “Our research shows that to optimise acquisition and retention, operators must focus on their cashiers, as payments will be of paramount importance for the tournament’s duration—and beyond.”

For the FinTech sector, the report underscores how major global sporting events are increasingly serving as stress tests for cross-border payments, real-time settlement, and localisation capabilities, reinforcing payments as a strategic layer rather than a supporting function in digital wagering ecosystems.