World Cup drives 350% rise in Argentina betting searches

A study conducted in Argentina found that online betting-related searches increased by 350% during the 2026 FIFA World Cup, with the strongest spikes recorded around matches involving the national team. The research was carried out by Walter Martello, Deputy Ombudsman of the Province of Buenos Aires, using data from the Observatory on Addictions and Problematic Behaviors.

The analysis examined Google Trends data to measure changes in search interest during World Cup matches. The study focused on user behavior around specific moments of the tournament, including advertising exposure during hydration breaks, and tracked searches related to betting platforms and brands.

Research links World Cup advertising exposure to spikes in betting-related searches

According to the report, hydration breaks became notable moments for increased search activity during the tournament. During these breaks, broadcasters showed advertisements from betting operators, which coincided with sharp increases in searches for related platforms.

The Argentina vs England match generated the largest increase identified in the study, with searches for betting applications rising by 4,850%. Additional matches also recorded significant growth, including Argentina’s games against Algeria, Cape Verde, and Egypt, which saw increases of 600%, 2,250%, and 3,600%, respectively.

A separate analysis by consultancy Novarum examined Google Trends data during Argentina’s World Cup matches and reported similar patterns linked to advertising exposure. The study found that operators promoting their brands during hydration breaks recorded higher search interest compared with competitors that did not advertise during those periods.

During the Argentina vs Austria match, BetWarrior recorded an increase of 82 points on Google Trends, while Betano saw a rise of 23 points. Betsson, which did not advertise during hydration breaks, reached a maximum of 12.9 points during the match’s halftime period.

The Observatory on Addictions and Problematic Behaviors also developed an “Error Index” to measure searches containing incorrectly typed betting brand names. The report linked increases in misspelled searches to potential new users who had encountered advertising but were unfamiliar with the correct brand spelling. Searches for “betplay,” referring to Bplay, increased by 4,000%, while “betno” and “betqno,” referring to Betano, rose by 2,800% and 110%, respectively.

The study also identified a shift in search interest following the end of the tournament. After the final Argentina vs Spain match on July 19, 2026, searches related to football predictions fell to zero points on Google Trends, while interest in online casinos increased from 14 to 52 points within hours and later reached 76 points overnight.

The report described this trend as a “Displacement Effect,” where interest moves from sports betting-related searches toward online casino products after a major sporting event concludes. According to the study, some user activity shifted toward casino games such as roulette and online slots following the end of World Cup-related betting activity.