Oddschecker insights: Bet365’s clickshare collection grows with Ebor Festival

The Ebor Festival saw bet365 snare yet another clickshare crown after taking 19% of all clicks during the week, according to the latest data from Oddschecker.

It said the operator’s “combined competitive pricing and generous promo propositions” powered it to take the most clicks on the summer festival in York.

William Hill was close behind on about 16% clickshare, with Paddy Power, Sky Bet and challenger brand AK Bets in the chasing pack.

In terms of overrounds, BetVictor led the way with 125% in late August, with AK Bets (125.5%) and Hills (125.6%) taking the remaining podium positions.

Oddschecker added that operators had a “largely favourable” Ebor Festival, with a 29% win rate. That was despite four of the seven favourites winning their races on the final day.

Bet365 also added another clickshare gong to its trophy cabinet as the operator remains the brand to beat across Oddschecker’s bet builder comparison tool.

The Stoke-on-Trent-based firm retained its position in August, with 43% of all populated betslip clickouts, slightly up on the 40% in July at the back end of Euro 2024.

Bet365’s slice of the pie dwarfs Paddy Power and Sky Bet in second and third, respectively, while BetMGM is in fourth.

Unibet joined the tool last month, which also features Spreadex and Midnite, with Oddschecker having rolled out the new comparison method in March.

Oddschecker said: “The Premier League season curtain raiser saw Manchester United pip Fulham 1-0 at Old Trafford, which proved the most popular match of the month for bet builder traffic, with the following day’s lunchtime clash between new boys Ipswich and Liverpool rack up the second-highest activity.”

Olympic effort

Sky Bet was named as the top performing brand for Olympics betting, with stablemates Betfair Sportsbook and Paddy Power also taking podium positions.

This summer’s Olympiad, hosted in France (with some surfing in Tahiti), saw Sky Bet take 12% clickshare with Betfair and Paddy Power both on 9%.

Perennial clickshare crown wearer bet365 sat in fourth, with the Betfair Exchange in fifth.

Oddschecker said: “Operators competed fiercely for market share on Oddschecker, with a wide spread of operators achieving a material share of betslip clicks on the famous Oddschecker grids. 

“However, it was Flutter who came out on top, with their brands taking the gold, silver and bronze medals, winning via a combination of strong pricing, market coverage and Olympics-specific retention offers.”

Deposit shifts

Finally, Oddschecker data as pointed to a month on month fall in average deposit value in August, which the group said reflected a long-term trend.

But while customers are depositing less, they were depositing more frequently in August compared to July.

The smaller, but more frequent deposits, have been facilitated by a smooth customer experience, including the introduction of facial recognition technology for mobile users.

Oddschecker said: “This means that the overall amount of money being deposited has stayed relatively flat over the last two years. If there is a slight drop off in the long-term trend, it’s likely due to the impact of source of funds checks which has deterred some big depositors. 

“Another potential reason for the slight drop in the overall deposit sum is the rise of low staking (but high margin) products like bet builders, which means punters’ stakes and deposits have decreased, but the margin the operators are extracting from these recreational bettors has increased.”