The Ipsos Doxa TopOlimpia Observatory records a jump in awareness to 76%, the highest level recorded. An opportunity for bookmakers, here’s why.
With Milan Cortina 2026, Italy will host one of the most significant global sporting events of the decade. Data from the Ipsos Doxa TopOlimpia Observatory (January 2026) shows that interest is growing, but it hasn’t fully exploded yet: an ideal scenario for betting operators looking to position themselves before the media peak.
A domestic Olympics… but not yet “mainstream”
According to the Ipsos Doxa TopOlimpia Observatory, in January 2026, awareness of the event reaches 76% of the population (16+), up from previous months. However, 17% remain completely unaware, indicating that the “critical mass” is not yet complete.
For the betting sector, this represents a key point: the market is not yet saturated, and there is room to build attention.
Segmented awareness = targeting opportunity
The geographical data emerging from the survey is particularly interesting: Northwest above 80%, South and Islands at 67%. The generational gap is even more evident: Young people 16–35: 66%, Over 55: 86%. For gaming operators, this means one thing: the strategy cannot be “one size fits all.” A targeted acquisition approach is needed, especially among young adults, where the Olympics are not yet perceived as a central event.
High viewing intent: perfect base for the betting ecosystem
Among those who know Milan Cortina: 71% say they will follow the Olympics, while 62% will follow the Paralympics. From a betting perspective, this creates a huge audience for: pre-event markets, live betting on “high volatility” disciplines, proposition bets on Italian athletes. There’s no need for football-style engagement: just a consistent audience focused on short time windows.
Emotions: enthusiasm present, but much indifference
Only 52% view the event positively, while 39% are indifferent.
This is perhaps the most strategic data: there is not yet a natural hype comparable to the World Cup or the European Championships. For betting operators, this means both a challenge and an opportunity: creating storytelling around Italian athletes, educating the public on less popular sports (curling, snowboarding, biathlon), turning curiosity into product engagement.
Advice for bookmakers
Milan Cortina 2026 is not just a sporting event: it’s a commercial opportunity still “under construction.” Ipsos data indicates: strong but not total awareness, an audience willing to follow, sponsor space already very memorable, emotional hype not yet explosive, a huge need for activation and storytelling. Those who act now build a competitive advantage before the media peak of 2026.
After all, the numbers provided by Ipsos Doxa are clear: Event awareness at 76% of Italians know Milan Cortina 2026. Geographical gap: Northwest 82% vs South and Islands 67%. Young people 16–35 years less engaged (66%) compared to over 55 (86%). Intention to follow: 71% will follow the Olympics, 62% the Paralympics. High sponsor recall: 70% remember at least one official sponsor. Emotions: 52% positive, but 39% indifferent, so there is room for storytelling and activation.
Implications for the betting market
For the gaming sector, the Winter Olympics represent a unique opportunity: less mainstream disciplines generate more dynamic odds and innovative markets. The audience is inclined to follow the event but needs content and storytelling to turn curiosity into product engagement.
