H2 Gambling Capital predicts that the 2026 World Cup would generate around $60 billion in legal betting worldwide, a 71% increase over the 2022 edition. With a margin of 12.5%, operators can expect to earn around $7.5 billion in gross sales. The paradox is that Italy, one of Europe's most active betting markets, will be unable to fully capitalize on this boom: one of the key downside risks highlighted by H2 is the Italian national team's failure to qualify. Individual markets have historically seen a significant spike when their own team is engaged, with further acceleration as the national team continues through the tournament. The predicted impact is significant: according to a JAMMA research, Italy's absence may leave a €600 million hole in the Italian betting market throughout the tournament. Another factor discouraging betting is the match schedule which, due to different time zones and with a few exceptions, are played in America while people in Europe are asleep.