SBC News speaks to Germany’s Tipico as part of its World Cup Betting Tour series.

There are few countries with higher expectations for their national teams than Germany – and with good reason. 

The four-time World Cup champions have also won the European Championship three times, so success has not exactly been hard to come by for the Germans.

But a round of 16 exit to England in Euro 2020 was sandwiched between two failures to go beyond the group stages of World Cups in 2018 and 2022, and matters didn’t get much better in Euro 2024 – a tournament which took place in Germany.

‘Die Mannschaft’ were knocked out in the quarter finals by eventual champions Spain, and it feels like a long time ago since they were victorious in Brazil back in 2014. 

As the 2026 World Cup in the US, Mexico and Canada approaches, SBC News speaks to German market-facing Tipico’s Director of Sports Brand and Marketing Acquisition, Kajetan Strini-Brown, about German optimism for the big event.

How important is the World Cup to both Tipico and the German market at large?  

“The FIFA World Cup is the biggest event on the international sports calendar, and it  holds great significance for all of us at Tipico. We are an international team with  employees from 87 countries, and the vast majority of our colleagues are huge football  fans. We get just as excited about this tournament as our customers do.  

“For us, the World Cup is roughly comparable to an extra “13th month.” Betting volume  is high, particularly due to the large number of games, global attention, and the participation of many nations. This high level of attention also gives us a good  opportunity to reach users who bet on the black market and, hopefully, bring them back into a regulated and thus safer sports betting environment.”

The last time Germany failed to qualify for a major international tournament was back in Euro 1968.

Under regular qualification rules, the Germans have never failed to qualify for the World Cup, and this year was no different. 

They topped a group consisting of Northern Ireland, Slovakia and Luxembourg, and with key figures like Jamal Musiala and the ever-reliable Joshua Kimmich, Germany will be hopeful for a deep run again across the Atlantic. 

Regarding trading, do you find that most German bettors back the home side, or are there any overseas teams that are catching interest this year? 

“There’s always a strong emotional connection to the German national team – many  bettors naturally back the home side, especially if the tournament momentum is positive. 

“But the World Cup is a global event, and we also see a lot of interest in traditional favorite nations like Spain, France, England, Brazil, Argentina or Portugal. At the same time, good performances can quickly shift attention. For example, during the last World Cup we saw particularly strong engagement around Morocco, driven by their impressive run during the tournament.” 

What about player markets? Which players are German bettors expecting to have the biggest impact this year, from what you’ve seen in trading? 

“At Tipico, customers can bet on who will be the top scorer of the tournament and of a  specific team. Most of the activity we’re seeing is clearly focused on international stars. 

“France’s Kylian Mbappé and England’s Harry Kane are the standout favourites, with Kane in particular enjoying strong support following his recent performances and popularity at FC Bayern. 

“When it comes to Germany, the picture is a bit different. There isn’t a single striker  dominating fan expectations at the moment – the days of a clear figure like Miroslav Klose are gone. However, things could change quickly if Havertz and Wirtz start scoring.

The World Cup comes at a busy time for Tipico. Banijay Group acquired a 65% majority stake in the business at the beginning of this year, while Tipico has also secured streaming rights for the tournament.

It will be the “first and only” licensed sportsbook operator to provide a livestream of all World Cup matches for German audiences via a partnership with Stats Perform – which earlier this year became FIFA’s exclusive global betting data and live streaming rights distributor.

How big of an advantage are Tipico’s new streaming capabilities for this World Cup? 

“Our new live-video-stream – service is a great addition because it brings fans even  closer to the matches. Tipico’s goal is always to provide our customers with the best  possible football experience while ensuring full compliance with all regulatory  requirements. The new live-video-stream- service is another great benefit that can help bring customers back from the black market to the licensed market.”

Are you expecting the time zones for this World Cup to be disruptive for Tipico at all? How  have you planned for this if so? 

“Time differences always have an impact, especially when matches take place at night. From our side, we prepare extensively to ensure a smooth experience regardless of kickoff times.”

Germany has become an increasingly difficult market to navigate in the last couple of years. Gemeinsame Glücksspielbehörde der Länder (GGL), Germany‘s gambling authority, has outlined strict guidelines on advertising, while an 8% tax on sports betting remains in place. 

The Interstate Treaty on Gambling (GlüStV 2021), which has rules including a €1,000 monthly deposit cap, a 5.3% stake tax, €1 slot stake limits and 5-second spin rules, is also something which companies like Tipico have to follow.

Despite the country continuously fighting against an uprising of the black market – which has become commonplace across Europe – regulated businesses are still feeling the sting. 

An ongoing review of the GlüStV 2021 is set to be complete by the end of the year, but until an update is issued, German operators remain subject to stringent regulations.

Marketing has been a tricky discipline in German betting in recent years. How is Tipico factoring this into your World Cup planning? 

“Germany has developed a highly regulated framework for sports betting over recent  years, which has changed how operators communicate with customers. We see this as  part of the market reality and have adapted accordingly. Within the existing framework, we are confident in our ability to deliver relevant campaigns, compelling customer experiences, and strong engagement while meeting all regulatory requirements. 

“For us, the focus is therefore very much on disciplined execution within the existing  framework. The World Cup is already an extremely competitive and high-intensity  period from a marketing perspective, so ensuring that campaigns are fully compliant, and responsibly executed is absolutely critical.”

With this in mind, can you walk us through the Tipico marketing and promotional strategy for the World Cup? 

“Our approach to the World Cup is straightforward: be where sportsbetting fans are, when the tournament matters most to them. 

“Given the sheer size of our database and the fact that most sportsbook-interested customers in Germany already have a Tipico account, database marketing and CRM naturally play a huge role for us during a tournament like the World Cup. 

“That means relevant offers, and making sure that every touchpoint during the  tournament adds value to the overall customer experience.  

“Ultimately, success during a tournament like this is not about a single campaign or  channel. It is about consistently delivering the right message, to the right audience, at  the right moment. That is exactly what we have prepared for.”

Who are you expecting bigger competition from this World Cup – your fellow regulated companies, or the black market we hear so much about in Germany? 

“Competition exists within the regulated market, but the bigger structural challenge is clearly the black market. The current regulations are intended to protect players and  keep them away from the black market. 

“Unfortunately, however, we are seeing a decline in the number of licensed providers and a growing illegal market. Especially during major events with huge attention, unregulated operators try to attract customers with offers that fall outside the legal framework. 

“This makes it all the more important for the regulated market to generate visibility through advertising and to offer an attractive and competitive product.”

How confident are you in the regulatory supervision of the market during this tournament, given how much of a challenge offshore betting poses? 

“Enforcement remains a key challenge; especially when it comes to illegal operators – both online and retail. Because even in the stationary sector, the black market is thriving thanks to so-called hybrid models designed to circumvent existing safeguards. For example, money is deposited at barbershops or kiosks so that it can then be used to gamble online with illegal operators.”

Overall, what’s your outlook for World Cup betting in Germany this year – will it be the same success as previous years, or will it pose more of a challenge? 

“Of course – competing against the growing black market is becoming increasingly  challenging for us. The late kickoff times don’t make things any easier either.  Nevertheless, at Tipico, we always see the World Cup as an opportunity to bring customers back into the regulated market: There’s a record number of games, varying kickoff times, and many teams that are among the favorites. Our employees and customers are really looking forward to the tournament!”