Oddschecker insights: Bet365 remains brand to beat in Premier League clickshare rankings
Data reveals bet365 dominates 1x2 markets but strong performance from Sky Bet closes gap at the top
Bet365 came out on top of the Oddschecker clickshare rankings for the 2022-23 Premier League season after fending off the challengers Sky Bet and Paddy Power.
The Stoke-on-Trent-based firm netted 16.6% of total clickshare over the season, ahead of the Flutter Entertainment duo, with Sky Bet taking 15% share and Paddy Power securing 10.5%.
Bet365 also topped the 1×2 clickshare rankings with 21.5%, which gave it a head and shoulders lead over closest challenger Sky Bet (10.9%).
However, Sky Bet did topple bet365 in the ‘other markets’ clickshare battle with 16.5% compared to 13.4%.
Despite bet365 continuing to retain its position at the top of the clickshare ranking, the gap between the operator and Sky Bet has closed over the last couple of seasons.
Sky Bet has seen its clickshare rise from 9.1% in the 2019-20 season, while Paddy Power, Betfair Exchange and William Hill have all sewed up more clicks in recent years.
In terms of pricing, Spreadex Sportsbook offered the tightest sports betting pricing, excluding exchanges, with an average 1×2 overround of 102.2%.
Sky Bet and Paddy Power had the largest overrounds due to the two brands’ promotion-heavy approach as football punters continue to flock to strength of brands rather than pricing.
In fact, Sky Bet was the firm that increased its pricing the most season-on-season, widening its overround for Premier League matches from 106% to 109.2%.
At the other end of the spectrum, Vbet, 10bet and Betfair Sportsbook all tightened pricing.
However, the trio bucked the trend as overall operator overround increased for the sixth consecutive season.
Elsewhere, bet365 continues to be the go-to brand for bet builder association, while Paddy Power overtook stablemate Sky Bet at the backend of the season to jump into second place.
