Oddschecker: Bet365 the Premier League clickshare king while Kambi books had tightest pricing

Bet365 retained its Premier League clickshare crown in the 2023-24 season after opening up a significant gap to its nearest rival Sky Bet.

The Stoke-on-Trent-based operator giant secured 21.2% of share of clicks throughout the season, according to the latest data provided by Oddschecker.

Bet365’s dominance was clear in the 1×2 markets, with 21.1%, while Sky Bet could only muster 9.6% in comparison.

However, outside of 1×2 markets, the clickshare gap for “other” closed to just over four percentage points, with bet365 landing at 21.3% and Sky Bet on 17%.

The improvement from bet365 has seen it pull away from Sky Bet, having lost out on the “other” market clickshare to the Flutter brand last year: 16.5% to 13.4%.

Elsewhere, William Hill put in a strong performance over the season to take the final podium position with clickshare of 8.8%, which was down on the 9.3% it secured in 2022-23 that gave the brand a fifth place finish.

Betfair Exchange remained fourth, as its clickshare slipped from 9.75% to 8.4%, while Paddy Power fell from fourth to sixth.

Unibet and Coral both snuck into the top 10 for this season, at the expense of 888sport and betting exchange Matchbook.

Oddschecker also lifted the lid on operators’ performance in the bet builder realm after the odds comparison affiliate launched its bet builder comparison tool towards the back end of the season.

In April and May, bet365 netted 39% of all user “clickouts”, with Paddy Power and Sky Bet taking the remaining podium spots. BetMGM sat in fourth with 8% of the market.

In the pricing battle, Oddschecker revealed that Paddy Power and BoyleSports had the largest 1×2 overrounds over the course of the campaign, both at 107%.

Oddschecker said: “Promotion-heavy bookmakers such as Sky Bet, Ladbrokes and Paddy Power naturally offered some of the widest average overrounds.

“These operators still performed well on clickshare, showing that football punters can be won over by promotions, strength in brand and through generosity in remits other than pricing.”

While the exchanges had the tightest pricing, with Matchbook (101.2%) and Betfair Exchange (101.7%) leading the pack, it was Kambi-powered sportsbooks heading up the others.

BetUK and BetMGM, both operated by LeoVegas Group and powered by Kambi, reported overrounds of 103.4%, ahead of nearest bookmaker 10bet with an overround of 104.1%.

Of the 20 non-exchange operators listed by Oddschecker, bet365 found itself bang in the middle, with overround of 105.4%.

Overall, average overround increased for the seventh consecutive season in the 2023-24 campaign.

Oddschecker added: “The market trend confirms the need for operators to maintain higher margins to help offset falling turnover through UK regulatory change.

“The strategic shift towards higher margin markets such as bet builder, accumulator and player props has made the battleground for 1×2 pricing less competitive now than it was back in 2016-17.”

Finally, the FairPlay Sports Media brand reported more than 12 million visits to its football pages during the 2023-24 season.