Oddschecker insights: Favourites falter to set up a magnificent Q4 margin
Operator-friendly November in the Premier League bolsters margin while non-sporting markets drive interest and clicks across TV and politics
November provided oddschecker’s highest implied net margin of 2024, beating the previous record set in October, with last month delivering the highest margin since January 2021.
The affiliate said Q4 was shaping up to be “huge for bookmaker revenues” after a back-to-back months of operator-friendly results.
The firm noted just 44% of favourites won in the Premier League in November, representing the lowest win rate since October 2020.
Oddschecker said: “Reigning champions Man City’s poor form, with five losses in six games, and Erling Haaland’s barren run in front of goal were major contributors.”
It was also noted that the average odds for a winning accumulator for all 10 results in a Premier League weekend across the leading seven bookmakers on the site for November was three times higher than last season’s average.
“Shock results like Bournemouth’s victory over Man City, Ipswich’s upset against Spurs, and Spurs’ triumph over Man City played a significant role,” the affiliate added.
Oddschecker said registrations were up 85% in November versus the same period last year and up 24% against October as a result of “influencer-based events and TV specials”.
This included Jake Paul and Mike Tyson’s boxing fight, which was a key attraction for users, with more than 200,000 unique users visiting oddschecker’s boxing pages in November.
The event, which was streamed on Netflix and derided by boxing purists, ranked as oddschecker’s seventh highest acquisition boxing event in the company’s history.
Floyd Mayweather versus Conor McGregor from August 2017 is out in front in a league of its own, with Deontay Wilder and Tyson Fury’s rematch in February 2020 a solid second.
Additionally, 180,000 visitors came to oddschecker’s TV betting markets for events such ‘I’m A Celebrity winner’ and ‘Next Match of The Day presenter’.
The US presidential election was another non-sporting event that drove traffic, with 5 November accounting for 7% of all of November’s registrations.
In other monthly headlines, talkSPORT Bet saw its acquisition rates soar 224% against October while William Hill’s clickshare across all markets rose 1.2 percentage points in November.
Hills also saw its betshare jump 2.3 percentage points against October in a solid month for the evoke-owned brand.
The bookmaker also had the best performing offer of the month, with its ‘Bet £10 get £60 in free bets’ deal edging out Betfred and Betfair.
Sporting Index had the best performing registration-to-first time-depositor conversion with 86% against a site average of 67%.
In November, oddschecker had 2.7 million unique users across the UK and Ireland while WhoScored.com had 1.6 million users worldwide.