Sky Bet & Betfair win Oddschecker Euro 2016 user engagement battle

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Guy Harding – Oddschecker

Sky Bet & Betfair win Euro 2016 Oddschecker coverage  Having reviewed a busy period on its website and mobile devices, team Oddschecker detailed key data takeaways from bookmaker activity on its channels during Euro 2016 (10 June – 10 July).  

As expected, the Euros would see a significant increase in user activity, with Oddschecker detailing the key metric of ‘Average Daily Uniques’ during the tournament up to 207,049 from an average 176,614 up 17%, (period: 30 days prior to the start of Euro 2016.) 

Further user core metrics during the tournament would see Oddschecker report ‘Average Daily Page Views’ up 14% to 1,565,036 per day, with user wagering up 5% averaging £13.64.

Detailing customer engagement with promoted bookmakers, Oddschecker would stated that Sky Bet had won its ‘click-share battle’ receiving 14% of ‘All User’ clicks (comfortably beating Betfred (12%) and Ladbrokes (11%)) over the course of the tournament. 

Meanwhile, Betfair took the new customer click share crown commanding 12% of ‘New User’ clicks (narrowly beating Coral (11%).

Commenting on Euro 2016 bookmaker activity, Guy Harding Oddschecker’s Head of Commercial:

“The tournament looks to have been a kind one to bookmakers; just 41% of games were won by favourites compared to 50% at the last World Cup and 58% during Euro 2012. Added to this, over a third (35%) of games ended in a draw eclipsing both the 2014 (28%) and 2012 (23%) tournaments.”

“Portugal’s tournament victory, coupled with the goalless bore draw in the final, looks to have been the cherry on the cake in what has otherwise been a v. painful year.”

“Once again those partners who actively engaged with Oddschecker in advance and during the tournament bore the fruits of their increased exposure which translated into customer awareness and engagement.”

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