TLDR
- Global World Cup wagers could exceed $50 billion, per Macquarie analyst projections
- France, Massachusetts, Alberta, and Ontario launched responsible gambling campaigns ahead of the tournament
- DraftKings launched a soccer-themed behavioral self-assessment tool and a sweepstakes tied to responsible gambling tools
- FanDuel is deploying RG ambassadors including new ambassador Erin Andrews throughout the tournament
- Several operators and prediction markets including Kalshi and Polymarket declined to comment or share RG plans
World Cup 2026 kicked off June 11 with 48 teams, 104 matches, and what Flutter CEO Peter Jackson called the “biggest betting opportunity we’ll have ever seen.” Global wagers could top $50 billion, according to Macquarie analyst Chad Benyon.
With that comes increased pressure on operators and regulators to front responsible gambling messaging.
Regulators Roll Out Campaigns
France’s gambling regulator ANJ launched a public awareness campaign called Zone à risques after a survey found 41% of French adults planned to bet on the tournament.
In Massachusetts, the Attorney General’s office, Gaming Commission, and State Lottery jointly issued a consumer advisory on June 4 warning about illegal gambling sites. The Commission followed up June 9 with its “Safer Bets Start Here” campaign, which also promotes PlayWell, a responsible gaming resource launched in March 2026.
Alberta’s Gaming, Liquor and Cannabis regulator confirmed its GameSense and Self-Exclusion programs will both run during the tournament, with soccer-specific creative content planned.
Ontario’s AGCO said compliance teams are actively monitoring betting-related advertising for inducements, athlete endorsements, and content that could appeal to minors.
New York referenced its ongoing “Take a Pause” and “Risky Bet” campaigns but confirmed no World Cup-specific messaging.
Operators Vary in Their Approach
DraftKings provided the most detailed operator response. The company launched a soccer-themed version of its Gamalyze tool — a behavioral self-assessment built by MindwayAI that evaluates real-time decision-making rather than self-reported behavior.
DraftKings customers who view their stats through My Stat Sheet between now and June 19 are entered in a sweepstakes for an Alex Morgan-signed jersey. The company said nearly half of all its customers have used My Stat Sheet, with over 16 million total visits recorded.
FanDuel said customers will see reminders to visit My Spend, their financial dashboard, at the top of the sportsbook carousel. The company also announced Erin Andrews as a new responsible gaming ambassador.
Fanatics said it had nothing World Cup-specific planned. Kalshi and BetMGM did not respond. Polymarket declined to comment.
The National Council on Problem Gambling said it is increasing advertising of its helpline, 1-800-MY-RESET, during the tournament. The Responsible Gambling Council said a campaign using local influencers launches next week.
The tournament runs across 39 days in Canada, Mexico, and the United States.
