Oddschecker data: Bettors switch mostly to Hills and bet365 after Ladbrokes Coral exit
Figures indicate operators outside the so-called ‘Big 7’ captured share of departed GVC brands’ account registrations in July
Punters that previously bet with Ladbrokes Coral (LCL) via oddschecker’s QuickBet function mainly switched staking to William Hill and bet365 after the GVC-owned operator departed the grid.
QuickBet is the function that allows oddschecker visitors to place bets with a bookmaker without leaving the oddschecker site or app.
Data for the month of July, collected by oddschecker in collaboration with Barclays, shows that Hills grabbed a 37% share of QuickBet staking from predominantly LCL bettors, followed by bet365 (24%), Betfair sportsbook (14%), Sky Bet (13%) and Paddy Power (8%).
GVC pulled its LCL and Betdaq brands from the affiliate giant on 9 July after both sides failed to agree terms on the renewal of the contract, although talks are ongoing as to their potential return.
Share of account registrations across the ‘Big 7’ (bet365, Betfair sportsbook, Ladbrokes, Coral, Paddy Power, Sky Bet and William Hill) remained broadly in line at 27.4% (10-31 July) versus 27.2% (1-9 July).
This would imply operators outside the Big 7 were able to capture LCL’s share of account registrations. Registrations in July were up 7% year-on-year (YoY) during the month, with the Big 7 recording 50% YoY growth.
Yet, this was actually a 28% and 12% decline month-on-month for the Big 7 and smaller operators on oddschecker.
Meanwhile, clickshare across all betting products suggests Betfair sportsbook was the beneficiary of LCL’s withdrawal, although this doesn’t necessarily reveal where gambling spend was landing.
The Big 7 lost share to smaller operators in racing and football due to the loss of LCL from the platform, yet Betfair sportsbook gained material share in racing and football on the back of enhanced promotional activity with oddschecker.
Paddy Power and Sky Bet lost share in racing and football. William Hill saw a slight dip in both and bet365’s material share was eroded in football but rose in racing.
In addition, sports betting win margins were high once again at 4.4% compared with the lifetime average of 2.9%. This continues the operator-friendly trend in Q2 with an average of 5.9%.
As for overall market share, bet365 topped the list with more than 24%, with its nearest rivals being Betfair sportsbook (12.35%), William Hill (11.92%), Sky Bet (11.26%) and Paddy Power (8.31%).
Bet365 led the way for market share in UK football (17.49%), horseracing (25.61%) and Glorious Goodwood (23.14%).
Betfair came out top for British politics (up seven spots) and the US Presidential Election, while William Hill was top for golf in July with 15.02% market share.
