Oddschecker insights: Bet365 topped Euro 2024 clicks while BetMGM had tightest 1X2 prices

Bet365 claimed almost one in four betslip clicks on the Oddschecker grid during Euro 2024 as the operator added to its Premier League, Cheltenham and Grand National clickshare crowns.

The online heavyweight had an overall clickshare of 24.2% during the tournament, with William Hill sitting on 10.2% in second and Sky Bet on 9% in third.

Bet365 smashed the competition on both 1X2 markets and ‘other’ markets, with 26.4% and 21.8% of clickshare, respectively.

The result saw bet365 increase its clickshare from 21% at World Cup 2022, which had fallen from 24% for Euro 2020.

Hills was second in the 1X2 markets at 9.8% but slipped to fifth for other markets with just 7.8%.

In comparison, Flutter-owned Sky Bet’s 1X2 clickshare of 8.5% was coupled with a strong 13.7% in the others market.

Fellow Flutter brand Paddy Power sat fourth overall on 7.2% of all clicks, although for other markets it slipped down to 5.8% in sixth place.

And while BetVictor only took 2.6% of 1X2 clicks, the Gibraltar-headquartered operator stormed into third for other markets at 10.3%.

It was a similar story for BoyleSports, with just 1.3% in 1X2 but a whopping 8.3% in other markets.

Bet365 also dominated the bet builder market in the first tournament in which Oddschecker’s bet builder comparison tool was live.

The tool generated more than 30,000 “populated betslip clickouts”, resulting in a 670% increase compared to May. Bet365 had the highest share at 36%, while Sky Bet and Paddy Power had a combined 45%.

Looking at the pricing battle, LeoVegas Group-owned BetMGM, which is powered by Kambi, had an average 1X2 overround of 102.6% across the tournament, closely followed by on-course and online bookmaking startup AK Bets on 102.9% and BetConstruct’s B2C arm, VBET, on 104%.

Recreational brand Sky Bet offered the widest 1X2 average overround at 107.5%, just above BoyleSports and Paddy Power also pushing a promo- and boost-led offering.

Overall, average sportsbook overround increased 0.3 percentage points compared with World Cup 2022.

Additionally, Oddschecker noted that there has been a “steep increase” over recent men’s football tournaments; net margin rose 1.8 percentage points against World Cup 2022 to 7.6%.

The FairPlay Sports Media-owned affiliate said: “Favourites are becoming less reliable, with winning percentages over the last three tournament at a declining; 61%, 56% and 47% favourite win rate.

“This, compounded with the development of higher margin products like bet builder that has become the key battleground in the industry, has supported margin growth.”

Finally, Oddschecker also detailed the top offers handed out by operators during the competition.

Hills emerged in first place for its ‘Bet £10 get £60 in free bets’ offer, with BetMGM in second place with the same promotion.

In terms of top enhanced odds offers, Sky Bet’s 50/1 boost on England to have one or more shots against Spain in the final was ranked as the leader.

BetVictor also boosted England’s pre-tournament odds to 100/1 in another lauded promo push, a decision that almost came back to bite the bookmaker as the Three Lions reached the final, only to lose 2-1 to red-hot Spain.