Oddschecker insights: Marathonbet reaps rewards of aggressive Premier League pricing

Marathonbet’s aggressive pricing strategy helped the operator leapfrog Sky Bet and William Hill for Premier League 2017/18 betting clickshare, according to new data from Oddschecker.

Marathonbet offered the most competitively priced odds for every week of the 38-game PL season bar one, sparking a clickshare increase of more than 300% from 3% last year to 9.6% this year.

The results suggest there is an increasing demand for a low-margin bookmaker in the UK, especially with the continued absence of Pinnacle.

Overall, Bet365 dominated Premier League clicks throughout the season to such a degree that the operator could not be displayed on the Oddschecker graphs below, even despite a 3% decrease season-on-season on overall football clicks.

William Hill ranked third highest for Premier League clickshare with 8.5%, while Sky Bet finished fourth on 7.5%, down from 8.4% in 2016/17.

Paddy Power experienced a challenging campaign prompted by an inferior product offering as a result of its platform migration, while BetVictor’s Premier League clickshare dropped to 7.4% from 9% after moving right on the Oddschecker Grid to the 23^rd position on 2 October.

Oddschecker’s head of commercial Guy Harding said: “Moving on to the World Cup we’re already seeing a sharp uptick in interest surrounding what will undoubtedly be the biggest betting event ever.

“Unsurprisingly bet365 are dominating the ante-post outright markets, but marketing tactics are already coming to fruition with Paddy Power’s Golden Boot 6 Place offer resonating especially strongly with punters, their share of bets for the Golden Boot market is twice that of the tournament winner market.

“With Bet Victor’s eagerly anticipated World Cup offer due on Monday, the next few weeks should prove to be very exciting indeed,” he added.