The 2022 FIFA World Cup in Qatar was a spectacle unlike any other. After 64 captivating matches and a record-breaking 172 goals, the tournament culminated in a thrilling final that saw Lionel Messi, the undisputed legend of the sport, finally lift the coveted World Cup trophy. Messi’s triumph silenced any lingering doubts about his place in football history, though Kylian Mbappe‘s impressive performance in the final hinted at his potential to challenge Messi’s reign in the years to come. Both PSG superstars were heavily favored to win the Golden Boot, with 17% of all bets placed on Mbappe. However, Messi’s second Golden Ball award, which resulted in a significant payout for Kindred across its extensive range of player markets, provided a surprise for many.
The final itself, however, saw a staggering 38% of bets placed on France to win their second consecutive World Cup. This overwhelming support for the defending champions underscores the excitement and anticipation surrounding the tournament, and it ultimately resulted in a substantial liability for Kindred. But beyond the thrilling finale, the 2022 World Cup was a testament to the beautiful game, filled with spectacular matches, remarkable goals, and awe-inspiring performances. The tournament also witnessed a dramatic shift in the global football landscape, as underdog teams from Asia and Africa defied expectations and challenged the traditional powerhouses of the sport.
The Rise of the Underdogs: A New Era in Global Football
This World Cup was the first to truly demonstrate a narrowing of the gap between confederations. Both Asia and Africa made their presence felt on the world stage, marking a turning point in global football. For the first time ever, three Asian teams reached the Round of 16, pulling off major upsets along the way. Saudi Arabia, at one point, was the widest-priced underdog in Kindred’s history, offering a staggering 20/1 odds to win the entire tournament. Their surprising victory against eventual champions Argentina in the group stage was a testament to their grit and determination. Meanwhile, Japan, priced at 11/1, topped Group E ahead of former world champions Spain and Germany, showcasing their strength and resilience. Australia, too, displayed their mettle, defeating 10th-ranked Denmark and Tunisia, both priced as underdogs, to secure a place in the knockout rounds.
In Africa, Senegal and Morocco took center stage, equaling the continent’s best-ever performance in the group stage in 2014. However, it was Morocco who truly stole the show, becoming the first African and Arab nation to reach the semi-finals. Their remarkable journey, despite being a 60/1 long shot pre-tournament, proved that anything is possible on the grand stage of the World Cup. And let’s not forget Croatia, a nation with a small population compared to football giants, who consistently overperformed, securing a third-place finish. These upsets reflected a distinct shift in betting patterns, as punters moved away from traditional “favorite-backing” and embraced the thrill of betting on the underdogs.
Bet Builders and the Evolution of Betting Markets
The 2022 World Cup saw a significant shift away from traditional betting markets towards more unique and niche player markets. Kindred’s enhanced Bet Builder offering saw a remarkable 105% increase in Player Occurrence bets compared to Euro 2020, with markets like Player Shots on Target, Player Shots, and Player Fouls gaining immense popularity. The introduction of Match and Team Stats markets in Bet Builder and Multi-Builder, including Offsides, Shots, Shots on Target, and Fouls, further expanded the betting landscape. This, combined with Kindred’s user-friendly interface, versatile combinability options, and quick settlement times, created a seamless and exceptional betting experience for customers. In fact, 45% of pre-match active users in the knockout stage placed a Bet Builder bet, demonstrating the growing appeal of this dynamic betting feature. Kindred is now looking to expand this offering to domestic leagues worldwide in the coming months, further revolutionizing the betting experience for its customers.
The Underdog’s Advantage: A Shift in Betting Trends
While over bets remain popular, the 2022 World Cup saw a notable increase in the popularity of under bets, particularly in goals, cards, and corners. The tournament’s record-high total goals notwithstanding, punters exhibited a newfound interest in under bets, driven by a combination of factors. The unprecedented number of goalless draws in the early stages of the tournament may have swayed some punters towards this strategy. However, the significant amount of added time in many matches, with some reaching almost 30 minutes of extra time across both halves, could have prompted a reverse trend, encouraging bets on overs. Despite this, under bets ultimately prevailed, with a 35% increase in bets compared to the previous year’s men’s Euros, regaining a significant share of the betting offer, reaching 19%. The rise of under bets highlights a changing betting landscape, with punters becoming more strategic and analytical in their approach to wagering.
The Future of Football: A Women’s World Cup on the Horizon
As we conclude our journey through the captivating 2022 World Cup, one thing is clear: the future of football is brimming with excitement. The upcoming Women’s World Cup in 2023 promises to be just as thrilling, with talented athletes ready to showcase their skills and inspire a new generation of fans. The world is ready for another unforgettable tournament, one that will undoubtedly break new records and spark new trends in the sport. We can only anticipate what the future holds for football, and we are ready to witness it unfold.
