Are betting sites prepared for the World Cup in the Pix era?
For many years, debates about major sporting events and the betting market have revolved around the same question: how much will the volume of transactions grow? The answer for the 2026 World Cup is relatively simple: it will grow significantly. But the most relevant discussion is no longer just about the numbers.
The World Cup is taking place in an unprecedented context for Brazil. It is the first World Cup with a regulated market, more structured and operating in an environment of greater institutional maturity. This completely changes the dynamics of the sector.
Historically, major sporting events generate significant spikes in transactional activity. In high-audience matches, thousands of transactions can occur simultaneously in a matter of seconds. Deposits, withdrawals, validations, authentications, and confirmations need to happen in real time, without interruptions.
Therefore, the main theme of the 2026 World Cup is not just growth, but also transactional capacity. The central question for operators, payment providers, and technology companies will be: who is prepared to support a massive increase in demand without compromising the user experience?
This discussion gains even more relevance because the consumer has also changed. Historically, the World Cup serves as a gateway for new bettors. People who don't normally participate in this world end up getting involved because of their passion for the sport, the social aspect of the event, and the emotion that football evokes.
But the user of 2026 is much more demanding than those of previous editions. Today, they expect a seamless digital experience. They want instant deposits via Pix, fast withdrawals, fluid navigation, constant availability, and complete confidence in the platform used. Any operational failure, delay, or feeling of insecurity can result in an immediate switch of provider.
In practice, the payment experience has ceased to be a secondary component and has become a fundamental part of the product experience. At the same time, there is an even more sensitive challenge: security.
High-profile events often attract not only consumers but also fraudsters. Hacking attempts, coordinated attacks, social engineering, credential theft, and vulnerability exploitation tend to increase significantly during periods of high exposure.
The larger the audience, the greater the interest from malicious actors. Therefore, the 2026 World Cup should accelerate a natural selection within the market. Not only among those who manage to grow, but among those who manage to grow while maintaining stability, operational resilience, regulatory compliance, and data protection.
Preparing for this scenario requires much more than aggressive business strategies. It demands a robust technological architecture, operational redundancy, continuous monitoring, contingency capabilities, and stress tests capable of simulating extreme scenarios.
The World Cup doesn't allow for improvisation. A problem lasting just a few minutes during a crucial match can lead to significant financial impacts, reputational damage, and loss of user trust.
Therefore, I see the next World Cup as a major test for the entire sector's supply chain. A true infrastructure stress test. There are several projections regarding the growth potential of the Brazilian market in the coming years. Some are more conservative, others extremely optimistic. Regardless of the numbers, the fundamentals remain solid.
Brazil possesses unique characteristics: a passion for sports, widespread digitalization of payment methods, strong adoption of Pix (Brazil's instant payment system), high penetration of mobile devices, and a more defined regulatory environment. These factors create favorable conditions for a consistent cycle of expansion.
However, the new phase of the market demands a change of perspective. The discussion is no longer just about user acquisition. It's about retention, trust, and sustainability. The company that manages to deliver stability, speed, security, and transparency will be able to transform an event lasting a few weeks into lasting growth.
Beyond technological capabilities, preparing for large events also involves strengthening responsible gaming practices, fraud prevention, and consumer protection. The maturing of the regulated market demands that growth and responsibility go hand in hand, ensuring a safe and sustainable experience for all participants in the ecosystem.
Therefore, I believe that the 2026 World Cup will be less about marketing and more about infrastructure. In moments of extreme peak demand, everyone wants to grow. The difference will lie in who manages to grow with stability, security, and confidence.
(*) Leonardo Baptista is CEO & Co-founder of Pay4Fun, a payment institution that offers financial solutions for the entertainment sector. The entrepreneur has over 15 years of experience in the gaming and information technology industry. Leonardo was included in the list of the ten most inspiring CEOs by CIO Business Review, which selects the most influential executives in the business world, and was also recognized by the SBC Awards Americas 2026 as leader of the year in Latin America.
