Shifting Trends in Sports Betting

A recent study conducted by SEON, an AI-driven fraud prevention firm, reveals that a significant portion of sports enthusiasts intends to engage in betting during the upcoming World Cup. According to the survey, which polled 588 American adults, nearly half of those planning to wager are considering using prediction markets.


The tournament, hosted across the United States, Mexico, and Canada, is expected to draw substantial viewership, with 56% of respondents confirming their plans to watch. Among the total surveyed, 43% expressed at least some likelihood of placing bets on the event.


Platform Preferences and Demographics

The data highlights a clear divergence in how different age groups approach wagering:

  • Licensed Sportsbooks: Preferred by 29% of the overall sample.
  • Prediction Markets: Attracting 19% of the total, though this climbs significantly among millennials (36% for prediction markets versus 38% for sportsbooks).
  • Other Channels: 17% plan to use social casinos, while 8% will utilize crypto-based platforms and another 8% will turn to offshore sites.

According to a statement regarding the survey findings, "The data suggests that major sporting events are accelerating the adoption of prediction markets beyond their early-adopter base, particularly among younger bettors who are comfortable moving across multiple platform types."


The Role of Legal Availability

Regional legal frameworks heavily influence betting behavior. While sports event contracts are accessible in almost every state, online sportsbooks are restricted to 38 states and Washington D.C. Data from Eilers & Krejcik Gaming indicates that a large volume of activity, particularly in states without legal online betting like California and Texas, is directed toward alternative platforms.


Security Concerns and Fraud Risks

Despite the growing interest, trust remains a significant hurdle. The survey found that 45% of participants lack confidence that betting platforms can adequately secure their personal and financial data. Furthermore, risky behaviors are becoming common:

«Consumers plan to bet, yet they don’t fully trust the platforms they’re betting on, and nearly a quarter are already engaging in behaviors like multi-accounting that make fraud harder to detect,» said Matt DeLauro, President for Go-To-Market at SEON. «That combination of high volume, low trust and blurred intent is what makes events like this so difficult to protect.»

Additional findings revealed that 22% of respondents have created multiple accounts to secure promotional offers, 20% have engaged with betting links found on social media or messaging apps, and 17% have accessed accounts belonging to family or friends.