888sport taps into RAB trend with #marketmaker
888 and Betfair join the growing list of operators embracing World Cup request-a-bet markets
888sport has unveiled its own request-a-bet (RAB) product in time for the 2018 World Cup.
The sportsbook is trialling the Kambi-developed #marketmaker throughout the tournament, and early response has been “wholly positive” according to 888 SVP and head of B2C, Guy Cohen.
Cohen told EGR: “We’ve had a great response so far to our #marketmaker campaign which was launched on Tuesday.
“We’re giving customers the chance to get even better enjoyment from the tournament as they can interact with us and request the bets they want to play,” he added.
We've got thousands of #WorldCup markets – help us make some more by sending us your bet requests using #MarketMaker! pic.twitter.com/kbz6KLwl9T
— 888sport (@888sport) June 13, 2018
In related news Betfair’s sportsbook has also revealed its first RAB market, adding a Same Game Multi section to its desktop and mobile websites.
Operators without a RAB offering are likely to get left behind during Russia 2018, with the majority of sportsbooks having launched their own iteration of the product in the lead-up to the competition.
BetVictor’s Million Pound Bet promotion is specifically designed to grab a large share of the request-a-bet (RAB) market that surged in popularity during the domestic football season.
Industry analyst Alun Bowden wrote an analysis on the rise of the RAB market this week, saying:“The single-game multiple, where related bets from the same match combine for a big potential pay-out, is big business in the UK,” said Bowden.
“It’s a market largely generated by Sky Bet who debuted the user-generated markets in 2015 and quickly found demand was exceeding supply.
“Operators talk of the shift in direction towards these bigger win bets and a diminishing interest in traditional 1X2 markets as a result.”