Bet365 trounces rivals in Oddschecker’s World Cup click-share rankings

Insights provided by Oddschecker into the World Cup reveal that bet365 crushed the opposition with an overall 21.2% slice of clicks throughout the tournament in Qatar.

This was almost three times the share achieved by William Hill in second spot with 8.7% overall click-share across all markets offered, although bet365’s share was down from 24.3% during Euro 2020.

Flutter-owned brands Sky Bet and Betfair Exchange were third and fourth with 8.3% and 7.2%, respectively, of World Cup clicks through the affiliate.

Bet365, which occupies the first slot on the Oddscheker grid, also dominated the 1X2 markets across the 64 matches with a click-share of 22.1%, well ahead of its nearest rival – also William Hill – on 7.5%.

When comparing the World Cup 2022 to the previous tournament in 2018 and Euro 2020, Unibet was highlighted as the biggest mover in terms of click-share, up from 2.8% four years ago to 6.9% this time around.

Conversely, Betfair Sportsbook’s share of clicks has slumped from almost 10% in 2018 to 4% for this World Cup.

Meanwhile, Oddschecker’s data revealed the average sportsbook overround was 0.9pp wider than Euro 2020.

Parimatch and BetVictor offered the largest average overround of 108.9% on the 1×2 markets, while the tightest pricing outside of the exchanges could be found at Vbet at just 102.5%.

SBK’s average 1×2 book was 102.7%, although it is worth noting that its odds are taken from the Smarkets exchange.

Challenger UK bookmaker BetUK, which is part of MGM Resorts-owned LeoVegas Group, served up an average overround of 103.7%.

BetUK also had the best-performing sign-up offer of any operator, according to Oddschecker, with its ‘Bet £19 Get £66 in Free Bets’ promotion.

The best-performing ‘boost’ was William Hill’s ‘Epic Odds’ on England’s opener in Group B against Iran whereby the odds on the Three Lions were boosted from 2/7 to evens.

This offer, Oddschecker noted, was largely why the multinational bookmaker was able to edge out Sky Bet to take second spot in the click-share rankings.

Sky Bet managed to pique interest around key matchdays thanks to a focus on boosts and daily free-to-play games which “captivated UK bettors who kept coming back to the Sky Bet platform throughout the tournament”, Oddschecker stated.

The affiliate said there was a “little correlation” in pricing and click-share during the World Cup, “as is often seen with football betting on [the] site”.

Oddschecker wrote: “Brand strength, grid position and operators’ ability to drive share of wallet via existing customer offerings prove far more impactful on click-share, whilst a retention focus around boosts and bet builders remains the key battleground areas.”

World Cup winners Argentina received the second most pre-tournament bet-slip clicks on Oddschecker (16%), slightly behind favourites Brazil (18%).

Morocco attracted just 0.3% of pre-tournament bet-slip clicks – the second fewest of the 32 teams – and yet became the first African country and the first from the Arab world to reach a semi-final of a World Cup.

Leading bookmakers spoke to EGR on Monday to reflect on arguably the greatest World Cup final ever as Argentina edged out France on penalties after a 3-3 thriller.