bet365 Leads the Way in Betting Clickshare, According to Oddschecker Data

Article by : Erik Gibbs Jan 17, 2024

• 
• 

Throughout 2023, bet365 consistently secured the top spot in the Oddschecker clickshare rankings. The company maintained a 12-month clean sweep and solidified its position as the leading brand on the matrix.

The UK-based operator achieved the highest number of bet slip clicks on-site each month, with Oddschecker attributing its dominance to “strong pricing, brand proposition, and number one grid position.”

In the competitive landscape, William Hill and Sky Bet engaged in a close battle for the second position throughout the year. However, Hills managed to surpass the Flutter brand in December, securing a silver medal by the end of 2023.

Another Flutter brand, Paddy Power, maintained a steady presence in the top five rankings. Meanwhile, Betfair experienced a fluctuating performance in 2023, ranging from a second-place finish to a sixth-place monthly ranking.

Despite the ups and downs, Betfair concluded the year in fifth position. BetUK demonstrated a notable presence in the rankings, securing a top-eight position for nine months of the year.

According to Oddschecker, the brand, owned by the LeoVegas Group, garnered clicks due to its “competitive pricing and promotions.”

Beyond clickshare, Oddschecker reported a “drastic improvement” in industry margin for 2023 compared to 2022. Throughout 10 out of the 12 months, the margin exceeded the same period in the previous year, with March and December standing out as key highlights.

March witnessed the most significant margin improvement, with a surge of 6.7 percentage points attributed to a more favorable Cheltenham Festival. In December, the margin experienced a substantial leap, marking 12 months since the 2022 World Cup in Qatar.

According to Oddschecker, the positive trend in margins over the last two years can be attributed to the widening over rounds, reduced acquisition bonus costs and the increased penetration of high-margin bet builder-style products in their betting mix.

In recent weeks, darts fervor has captivated the nation, with teenage sensation Luke Littler making headlines on Oddschecker and in the tabloids.

In terms of operators, bet365 maintained its dominance with a 13.5% click share. Betfair Exchange, now at 10.6%, and Sky Bet, at 8.9%, secured the remaining spots on the podium.

This success is significantly benefiting Denise Coates, the head of bet365, who received approximately $280 million in the last financial year, bringing her earnings over the past four years to over $1.2 billion.