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