Blask released a market analysis examining how the 2018 and 2022 FIFA World Cups influenced European iGaming sectors. The study tracks potential player base fluctuations across major territories and identifies cultural factors driving long-term engagement.
Market Scale and Baseline Growth
The report measures sector expansion using APS, which represents the potential player pool available to operators in each region. Percentage increases alone do not reflect actual user acquisition, as larger territories generate more players from smaller growth rates. The United Kingdom recorded a 5% APS rise, which translated to twice the player count of the Netherlands despite the Dutch market showing a 20% increase. European regions also demonstrate a permanent elevation in baseline engagement following each tournament, with APS levels remaining above pre-World Cup figures.Cultural Drivers and Retention Strategies
National football culture proves to be a stronger market driver than national team performance. Spain experienced APS declines of 5.5% in 2018 and 2.1% in 2022 following early tournament exits. The territory entered the 2026 cycle as a favorite after winning Euro 2024, an event that contributed a 7.7% APS increase and established record revenue for the third quarter of 2025. Germany maintained consistent growth across all major competitions, recording APS increases of 14.5% during the 2018 World Cup, 9.4% in 2022, and 10.3% at Euro 2024.Operators face retention challenges during non-match periods, requiring engagement strategies that cover the complete player journey. Effective approaches address pre-tournament interest, live betting activity, inter-match intervals, inactive days, and post-match behavior. Supplemental football content, including cyber football titles such as eFootball, provides continuous engagement opportunities between scheduled fixtures.
Previous tournament cycles established the baseline metrics used in this analysis. The 2018 and 2022 World Cup periods serve as the primary reference points for current European market projections. The 2026 cycle also features promotional initiatives such as the 1win World Cup, which operates with a $100,000 prize fund.