Olympic games won't be much preferred by gamblers. Most of the games like football, badminton, volleyball and similar games might get priority among the gamblers in the Olympic Schedule. When it comes to athlete and other sports it is tedious to select right odds.
It may not be as popular because it is only around once every couple years for a short period. I'm willing to bet on anything entertaining enough for me to sit and watch though. I know I'll be trying to catch a few games from the USA Basketball team and I'll probably need some sort of added incentive to keep my eyes open though international play. Gambling tends to give me this incentive sometimes (not always) to pay attention and stay focused on the game.