GVC pulls Ladbrokes, Coral and Betdaq brands from oddschecker
Renewal price could not be reached to showcase operator’s key UK brands on popular pricing grid
GVC has surprisingly called time on its deal with oddschecker after deciding to remove its Ladbrokes, Coral and Betdaq brands from the affiliate firm’s pricing grid.
GVC’s UK-facing brands will be pulled from 9 July 2020 as EGR understands a price could not be agreed on a renewal between the operator and Flutter Entertainment-owned oddschecker.
Oddschecker tried to secure GVC under new terms for almost a year as the existing three-brand contract was first signed almost two years ago, EGR has learned.
GVC put the decision down to “commercial reasons” and provided the following statement: “We would like to wish oddschecker the best of luck and thank them for the positive relationship we’ve enjoyed over the years we’ve worked together.
“Sadly, we couldn’t agree commercial terms to renew the relationship, so as of 9 July our UK digital brands will no longer feature on the service.”
GVC’s Sportingbet brand has a separate contract with oddschecker, which will remain intact.
Oddschecker Global Media CEO Toby Bentall left the door open for a return of the GVC brands with a statement provided to EGR.
He said: “It’s disappointing to no longer be working with Ladbrokes, Coral and Betdaq.
“However, oddschecker needs to maintain a careful balance between serving its users with the best odds and offers while ensuring its business relationships are of sufficient commercial viability to allow investment in the market-leading products and technology expected of the UK’s number one odds comparison site.
“Oddschecker sincerely hopes to work with Ladbrokes, Coral and Betdaq again in the future.”
Oddschecker’s pricing grid allows punters to seek out value on specific betting events across 23 different operators. Operators then pay a rev-share fee to oddschecker for customer referrals.
Operators also pay a fixed monthly fee to advertise on the grid, while the price fluctuates depending on grid position and the size and scale of the operator in question.
Ladbrokes and Coral are two of the biggest operators on the oddschecker grid, positioned in third and tenth. Betdaq ranks to the right-hand side of the grid alongside other UK betting exchanges.
“I can certainly understand why they might make this decision,” said Alun Bowden, senior consultant at Eilers & Krejcik Gaming.
“It’s expensive, they aren’t exactly price-driven brands and it could also simply be a case that it’s not proving especially profitable as a source of new players,” he added.
Ladbrokes previously left the oddschecker grid in 2011 but returned within 12 months on that occasion.
Ladbrokes climbed to third position in oddschecker’s clickshare rankings for May 2020 as the German Bundesliga returned, marking its highest ever standing.