Amongst the high street bookmakers, William Hill appears to be one of the biggest beneficiaries of the World Cup so far with UK searches up 38% in the last week.
Normally closely tracking rival Ladbrokes throughout the last year, William Hill has pulled away in the last seven days June thanks to a series of 'free bets' promoted in the mainstream press.
Ladbrokes is up just 22% in comparison.
Paddy Power, however, has seen searches surge 88% week-on-week - although from a much lower starting level. In contrast, Coral has barely registered any increase in interest.