Oddschecker insights: Bet365 doubles overround for first MNF of Premier League season
Stoke-headquartered firm deals 106% overround on Wolves/Man Utd, more than 3pp higher than last season
Bet365 was operating on an overround of 106% for the first Monday Night Football of the new season last night, more than three percentage points higher than its average Premier League overround last year.
Despite the doubling of margin on the 1×2, the Stoke-headquartered firm still secured more than 20% of all clicks via Oddschecker, double that of second-place BetVictor.
The operator has started offering dual lines for certain football games, where players can take a slightly worse price to take advantage of offers like early pay-outs if a team goes two goals ahead. 365 was still betting to 102% on the non-offer lines.
The change, along with the operator offering fewer extra places on racing, prompted speculation the firm is changing its core strategy.
Sports betting consultant Paul Fitchford told EGR: “365 probably have so much brand power by now that they feel they can stretch their margins a little more, especially on popular matches where they know there will be a lot of action.
“Either way, I think they have the best product in the market – the UX is much easier than that of lots main competitors.”
Brand > Price. Who knew? 🤔
— Brendan Tinnelly 🃏 (@brendangered) August 20, 2019
Sky Bet experience architect Roshine Bahga said on LinkedIn: “It does seem that customers will eventually compromise on being price-led for the sake of being familiar with a product. If it’s habitual to use the product, the price starts to be overlooked. I think price is key for acquisition but once they’re hooked, product is more important than price.”
Bet365 did however still lead Oddschecker operators on in-play overround on the Asian 0 handicap, operating at an average 103.1%, according to data from TXOdds.
Elsewhere, BetVictor took the second most clicks pre-match via Oddschecker on the Wolves/Man U match at 9.6%, driven by a market-leading 100.9% overround.
William Hill, Ladbrokes and Sky Bet rounded out the top five in terms of clickshare.
