Oddschecker insights: Bet365 dominates 2023 clickshare as chasing pack jockey for position
Online giant holds onto number one spot 12 months in a row on the back of tight pricing, brand recognition and prime position on affiliate’s grid
Bet365 had a 12-month clean sweep at the top of the Oddschecker clickshare rankings during 2023 as the online giant remained the brand to beat on the matrix.
The Stoke-on-Trent-based operator had the most betslip clicks on-site every month last year, with Oddschecker citing the firm’s “strong pricing, brand proposition and number one grid position” as key factors for its domination.
Among the chasing pack, William Hill and Sky Bet vied throughout the year for second place, with Hills usurping the Flutter brand in December to close out 2023 with a silver medal.
Fellow Flutter brand, Paddy Power, was ever present in the top five, while Betfair’s topsy-turvy 2023, which included a second place and sixth place monthly finish, ended the year in fifth position.
Other notable firms in the rankings include BetUK, which secured a top-eight spot in nine months of the year. Oddschecker said the LeoVegas Group-owned brand’s “competitive pricing and promotions” drove clicks.
Away from clickshare, Oddschecker also revealed 2023 returned a “drastic improvement” in industry margin compared to 2022.
The affiliate said that 10 of the 12 months saw a better margin than the same period the previous year, with March and December key highlights.
March recorded the largest margin improvement of 6.7 percentage points thanks to a far kinder Cheltenham Festival, while December’s margin leapt 12 months on from the 2022 World Cup in Qatar.
Oddschecker noted: “Margins have been trending positively over the last two years as overrounds widen, acquisition bonus costs reduce and high-margin bet builder-style products increase in their betting mix penetration.”
Finally, darts fever well and truly gripped the nation over the past few weeks, with teenage sensation Luke Littler making headlines with Oddschecker as well as the tabloids.
The 16-year-old, who agonisingly lost out to Luke Humphries in the World Darts Championship final 7-4, attracted almost one-in-four of all betslip clicks during the tournament.
In fact, he drove twice as much activity as Humphries over the course of the competition, while Michael van Gerwen took the bronze medal in terms of betting popularity.
For the operators, bet365 once again came out on top with a 13.5% clickshare. Betfair Exchange (10.6%) and Sky Bet (8.9%) filled out the remainder of the podium.