SBC News Voice of the Sports Betting Industry
As the dust settles on another enthralling Premier League campaign, Oddschecker has broken down the season’s key themes with specific reference to how they do and could impact operators.
As part of its extensive research, Oddschecker detailed that the consumption of live sport in its entirety is “waning”. Echoing the sentiment of the NBA commissioner, who had previously outlined: “The games are the meals and the highlights are the snack”, with Oddschecker highlighting its belief that amongst Premier League fans ‘snacking’ is becoming more and more prevalent season on season.
Nonetheless, the group emphasised that: “Televised games on average attract more than twice the stakes of their non-televised counterparts, meaning that the trend of how games are consumed is a very important one to monitor, especially given the importance of in-play betting to UK bookmakers.”
The odds comparison site also revealed: “The back end of the season (Apr/May) saw the most bookie-friendly Premier League results since Q4 2015; with just 56% of games involving the big 6 PL teams being won by the favourite vs. 76% for the same period last season. How this will effect staking levels during the World Cup remains to be seen.”
The data went onto map out significant season on season movement in how operators position themselves on the demand/price continuum, with the extent to which bet365 are the most dominant operator decreasing: “The standout performer this season however was Marathonbet, having priced the most competitively for every week of the season bar one Marathonbet saw their clickshare more than treble to just shy of 10%, helping them to eclipse the likes Sky Bet and William Hill.”
Looking ahead, it underlined how World Cup patterns are already emerging: “We’re already seeing a sharp uptick in interest surrounding what will undoubtedly be the biggest betting event ever.
“Unsurprisingly bet365 are dominating the ante-post outright markets but marketing tactics are already coming to fruition with Paddy Power’s Golden Boot 6 Place offering resonating especially strongly with punters, their share of bets for the Golden Boot market is twice that of the tournament winner market. With BetVictor’s eagerly anticipated World Cup offer due on Monday the next few weeks should prove to be very exciting indeed.”
