Oddschecker insights: oddschecker traffic hits highest level since June 2018 during Euro 2020

Euro 2020 – June outlook

We’ve taken a look at the mid-tournament headline figures (through June only, up to Last 16), benchmarking against World Cup 2018. It is worth noting that Google Trends data suggests general search volume across key betting terms has been at around 55% of World Cup levels, perhaps below industry expectations as the UK opens up post-lockdown.

• Traffic: oddschecker site traffic hits highest level since June 2018, just 4% shy of the site record set during the World Cup (UK&I unique users)
• Acquisition: Registrations at 83% of World Cup levels (our second highest acquisition month since March 2019)
• On-site betting: Stakes growth of 26% versus World Cup (bets up 43%, average stake reduced as recreational base grows)
• Affiliated stakes: 25% below World Cup levels
• Football results: 69% of winning favourites in the group stages proved somewhat costly to operators, while the knock-out rounds have appeared to be more operator friendly
• Net margin: oddschecker affiliated net revenue margin at +6.8% June 2021 versus -1.2% in June 2018

A full Euro 2020 tournament review will be distributed later this month, including updated stats on all of the above. We have also taken a look at betslip clicks on Euro 2020 grids over June, to see which matches have been attracting the most interest from punters (see chart below). User interest naturally peaked around the beginning of the tournament as ante-post bets were placed and operators jostled for new customers and share of wallet (Friday 11 June marked our largest acquisition day). The most significant spikes in activity then landed around England’s quarter-final victory over Germany, while the big group clash against Scotland also saw plenty of betslip action. Volume of matches on a given day also played its part in attracting customer interest, as busy match-days even without England involvement, demanded significant punter attention.

Open for business

Spain’s Jon Rahm claimed an incredible first major after finishing with back-to-back birdies on a breathless final day of the US Open at Torrey Pines. The Championship looked to be going the way of the bookmakers, but late surges from the likes of Rahm, McIlroy and Morikawa meant that the favourites dominated the placed positions. The most-clicked on players in the ante-post outright markets managed to deliver, as shown by the chart below. Rahm was the most-clicked on ante-post selection on oddschecker, garnering 4.8% of all betslip clicks pre-tournament. Four of the six most clicked-on selections placed, as bookies were also made to pay out on Morikawa (3.8% of clicks), Schauffele (3.6%) and Koepka (3.6%). From the operators’ perspective, Sky Bet claimed top spot for US Open click-share by attracting 17.0% of all betslip clicks pre-tournament. They were closely followed by bet365 (15.8%) and BetVictor (12.6%).

By Royal appointment

Royal Ascot 2021 saw a mixed bag of results, with bookies and punters sharing the spoils over the rain-sodden week of racing. Betfair Sportsbook topped the clickshare rankings on oddschecker, garnering 22.3% of all Ascot-related betslip clicks over the course of the week, largely owing to generous place terms combined with appealing prices. Bet365’s tight pricing saw the firm achieve fourth place in the rankings, edged out by the promotion and place-led strategies of Paddy Power and William Hill.