Bet365 dominates Oddschecker grid in 2022 as cost-of-living concerns raised

Bet365 dominated the Oddschecker clickshare rankings in 2022 after the latest data revealed the operator giant had a stellar 12 months on the grid.

The Stoke-on-Trent-based firm crushed the competition on the grid last year, increasing its clickshare from 23.6% in January to 29.9% by December.

Impressively, the family-owned operator’s clickshare peaked at 36.1% in August, with the closet challenger that month being Sky Bet with just 12.6%.

Oddschecker noted bet365’s dominance was owed in part to the firm’s “generosity campaign” which included strong pricing, regular bonuses and deep sign-up offers.

The battle for second fiddle to the imperious bet365 was a closely fought tussle between Sky Bet, William Hill and Betfair Sportsbook during 2022.

Sky Bet eventually came out on top, holding on to the silver medal position since July after wresting it from Hills.

Betfair Sportsbook made a surprise leap into February after netting a clickshare of 12.3% in the early stages of the year.

Betway and 888sport will both be pleased having upped their clickshare between January and December.

Super Group-owned Betway jumped from 1.6% to 3.5%, with a peak in November of 4.2%.

888sport moved from 2.4% up to 5.9% by December, representing its largest clickshare in 2022 to coincide with the World Cup in Qatar.

Oddschecker said: “888sport managed to make strong ground in Q4 via effective on-site sponsorship campaigns. Their prominence across site has allowed them strong acquisition numbers, which in turn has bolstered clickshare.”

Touching on the World Cup, the first-ever winter version of the quadrennial tournament, helped push Oddschecker registrations to record levels, with a 13% year-on-year increase.

The World Cup, combined with the biggest ever Cheltenham in March, which delivered just shy of 50,000 registrations alone, was championed by the affiliate giant.

Elsewhere, Oddschecker revealed some concerning data around the cost-of-living crisis, with customer spend slipping significantly in Q4.

December saw the lowest average deposit figure since the start of the group’s data collection in January 2019, with the average sum of money being transferred per deposit on a downward curve since August.

However, the total sum of money being deposited remained “robust” in 2022, while the number of deposits increased due to big sporting events.

Oddschecker added: “While we might expect average deposit value to rebound as and when the macro climate improves, a general shift towards higher margin products among operators could see this trend endure into 2023 if punters adopt a ‘little and often’ approach to sports betting in the long term.”