For millions of viewers in China and across the globe, the World Cup is a monthlong extravaganza of football and a chance to share the triumphs and losses with family and friends. For a limited number, though, it is a descent into the despair of unpayable debts racked up by gambling.
In one case, on June 27, a woman committed suicide at a hotel in Haikou, Hainan province, after losing more than 100,000 yuan (S$20,083) gambling on the World Cup.
People.com.cn said the woman, surnamed Wang, 32, had previously placed bets on the outcome of matches and had lost tens of thousands of yuan before her husband settled most of her debts. In an effort to recoup the losses, she borrowed more than 100,000 yuan to bet on other matches but lost this money also.
Wang locked herself in a hotel restroom and lit charcoal before succumbing to the fumes. The police found a suicide note in which she expressed her remorse for the grief she knew her family would feel.
Wang was not alone in her despair. Several other suicides have been reported nationwide, and across the globe.
On June 10, a college student leaped to his death in Panyu, Guangdong province, after losing more than $3,000 (S$3742.26). The plight of those driven to suicide means that a harsh spotlight is being shone on gambling, both legal and illegal, especially sites set up overseas that may appear legitimate but are, in actual fact, scams.
According to the National Sports Lottery Center, the industry regulator, more than 150 million yuan in bets were placed on June 12 in the country, the tournament's opening day, three times the amount for the previous World Cup.
Statistics from the Beijing-based Caitong Consultancy, a lottery research institute, showed that bets hit 2.24 billion yuan within the first week of the World Cup, which roughly equals the total of 2.3 billion yuan during the whole 2010 World Cup in South Africa.
By midday on June 21, accumulated bets had soared to 4 billion yuan. Insiders predicted that bets placed during the World Cup would exceed 10 billion yuan.
Huo Wei, in his late 20s, is a football fan who works in broadcasting in Beijing. He has bet 1,500 yuan since the event began, and while he has won some money back during the group phase, he has lost almost all of his winnings at the first stage of the knock-out phase.
"I have never bet on football before, but I found it really convenient. You don't even need to go out as you can place a bet on a computer or even on a mobile phone through a credit card or online payment apps," he said.
Huo said he often bet on JD.com Inc, China's second-largest e-commerce company.
"If you win, the winnings will be transferred to your account. Even my friend who works abroad asked me to place a bet for her," he said.
"To place a bet makes watching the match more interesting. But there is a contradiction. For example, I like Argentina, but I might back their opponents as the odds for winning are greater. In order to win more, I bet on Argentina losing," he said.
"I think the games, as long as big business is involved, may fall foul of backroom deals. So I never dreamed of being rich through gambling, but it can be fun if you bet just a small amount," he added.
Bets have taken off with the World Cup, and China's Internet titans are battling for a slice of the huge market.
Li Zichuan, an analyst with the Beijing-based Internet consultancy Analysys International, said that the World Cup is a major opportunity for companies to drive up sales.
"With the increasing Internet penetration in China, Internet, and the mobile Internet in particular, are more and more involved in people's daily lives and people are inclined to place bets online because it is more convenient," Li said.
Statistics from Caitong Consultancy showed that more than 70 per cent of bets made during the World Cup are made online. But Li said that online lotteries overall accounted for roughly 10 per cent of the total lottery sales market in China.
"Online lotteries usually account for more than 30 per cent of overall lottery sales in developed countries. So it is a market with great potential," he said.
A recent report from Analysys International said that more than 50 per cent of lottery buyers in China spent more than 10,000 yuan in 2013. Average spending on lotteries has been rising in the first quarter of 2014.
Many of China's Internet giants have been working hard to tap into this sector. Taobao.com, China's largest customer-to-customer portal, has reorganised its web page to make it easier for football fans to place their bets and offered those who spend more than 100 yuan a chance to win a 500 yuan bonus.