Oddschecker Insights: Sky Bet wins battle for Euro 2016 clicks

Sky Bet attracted the most customer clicks on Oddschecker throughout Euro 2016, according to exclusive data provided to eGaming Review.

The Leeds-based operator received 14% of all customer clicks during the tournament, triumphing over Betfred with 12% and Ladbrokes with 11%.

Sky Bet was particularly successful with the firm’s special of ‘bet ?10 on a team to win the tournament and get a ?3 free bet every time that side wins’.

And according to Oddschecker’s data, Betfair took the new customer click share crown, commanding 12% of new customer clicks and narrowly beating Coral’s 11%.

Betfair offered price boosts for new customers through the tournament, with deals like ‘9/1 on England to beat Iceland’.

And despite pre-tournament warnings the expanded group stage could hurt traders with lots of heavy favourites winning, the final results appear to have been better than feared.

“The tournament looks to have been a kind one to bookmakers,” said Oddschecker’s head of commercial Guy Harding.

“Just 41% of games were won by favourites compared to 50% at the last World Cup and 58% during Euro 2012. Added to this, over a third (35%) of games ended in a draw eclipsing both the 2014 (28%) and 2012 (23%) tournaments.

“Portugal’s tournament victory, coupled with the goalless bore draw in the final, looks to have been the cherry on the cake in what has otherwise been a very painful year.”