Oddschecker insights: Ladbrokes cements highest ever clickshare ranking in month of May

Oddschecker analysed the key bookmaking trends throughout May as sports-starved punters re-emerged to bet on the German Bundesliga.

Below, the Hammersmith-based business runs the rule over operator pricing on top-flight German football after Ladbrokes climbed the clickshare rankings for a podium place behind bet365 and Sky Bet.

Elsewhere, smaller operators benefitted from an increase in new customer registrations during May, while sign-ups across the so-called big seven stagnated.

Pricing analysis on the German Bundesliga comeback

The Bundesliga has seen five rounds of matches completed since its return in mid-May. Oddschecker has collected pricing data on each fixture that has taken place, unveiling which bookmakers have offered the best value for money.
BetVictor has offered the tightest pricing overall, giving an average overround of just 104.5% on Bundesliga fixtures.

On the other end of the spectrum, Paddy Power has offered the least value to customers – its average overround of 107.4% was narrowly worse than 10Bet’s 107.3%.

The data also shows that oddschecker customers are price sensitive. In other words, the broader trend indicates that bookmakers offering the tightest pricing received more betslip clicks through the oddschecker site. As ever, it excludes bet365 because the operator’s dominance skews the graph and renders an accurate comparison all but impossible.

The bookies would ideally aim to lie in the top-right hand corner of the graph, indicating high margins while retaining a large volume of bets. Sky Bet is clearly outperforming the others in this regard as they have received a great deal of betslip clicks despite offering large overrounds. This might be partially attributed to its far-left grid position on the oddschecker site, as well as its strong brand ties with the return of football.

Industry trends explored as top-tier sport returns

May saw a marked rise in the total number of bookmaker registrations via oddschecker as the figure climbed 21% from April’s total.

This can predominantly be attributed to the return of the German Bundesliga, but also as a product of oddschecker’s increased visibility on Google following its latest update. Oddschecker now ranks first when search terms such as “free bets” or “football odds” are entered into the search engine, leading to increased traffic volume.

However, despite the increase in bookmaker registrations on oddschecker during May, digging deeper into the data reveals that this rise was instigated primarily by the smaller operators. Indeed, the big seven actually recorded fewer registrations in May than in April, despite the return of top-flight football. (Note the big seven includes Paddy Power, Betfair, Sky Bet, bet365, William Hill, Ladbrokes and Coral).

James Tippett of oddschecker’s commercial team said: “This trend might indicate that punters will be more susceptible to choosing new bookmakers when widespread sport returns – their old accounts will be empty, and they might be more easily lured in by the offers and promotions of rivals.”

Ladbrokes cements highest ever clickshare ranking

Ladbrokes climbed to third position in oddschecker’s clickshare rankings for May, its highest ever standing.
May saw the return of German football and, with it, a great deal of traffic to the UK’s leading odds comparison site. Indeed, oddschecker saw a 61.1% increase in traffic on the week of the Bundesliga’s return from 11 May, versus the week prior commencing 4 May.

Although Ladbrokes actually only achieved 5.6% of clickshare when it came to European football, the bookmaker achieved 11.0% in international horseracing and 11.1% in the US presidential election over the course of the month – ranking second and third in those categories respectively.

In total, Ladbrokes achieved 9.7% of all clicks on oddschecker during May, falling behind only bet365 (20.4%) and Sky Bet (10.6%).

Another high-climber in overall clickshare on the oddschecker site was the Betfair Exchange – the only betting exchange to feature in May’s top 10 positions. The Betfair Exchange managed to climb three positions into eighth place, rising above the likes on Unibet and Coral from April’s rankings.

They managed to do so off the back of their increased popularity in European football – climbing a whopping 13 positions into seventh place with an overall clickshare of 5.6%.