Bet365 dominates oddschecker’s Premier League click-share rankings

Oddschecker has revealed that bet365 once again comfortably topped last season’s click-share rankings for the Premier League, garnering 17.9% of all clicks. However, the Stoke-on-Trent-based operator’s click-share on English football’s top-flight was down on the 19.9% achieved in 2019/20 and 19.1% for the 2018/19 season. Bet365 occupies the coveted first position on the oddschecker grid, ahead of 20 rival bookmaker brands. The odds comparison service and affiliate reported that Sky Bet led the chasing pack, grabbing 10.6% of all clicks, followed by BetVictor (8.4%), William Hill (8.4%) and Betfair Sportsbook. The remainder revealed were Paddy Power (7%), Betfred (5.5%), Betfair Exchange (5.3%), VBET (3.8%) and Unibet (3.5%). Meanwhile, Paddy Power once again offered the widest price average – a polite way of saying the least competitive odds – with an average overround on 1X2 markets of 106.9%. Fellow recreational-centric brand Sky Bet wasn’t too far behind. Those with the tightest margins were betting exchanges Smarkets and Matchbook, followed by SBK from Smarkets, a bookmaking app that debuted on the grid last November and takes its prices from the exchange. Its average overround on home, draw, away was 100.9%. The traditional bookmaker with the most competitive pricing was Unibet, offering an average overround of 102.8%. The Kindred-owned operator was followed by VBET and Mansion. Vbet’s low average overround largely explains why the brand moved into the top 10 for season-long click-share. Betfair Sportsbook offered the longest average odds for winning accumulators out of any of the major layers: the winning accumulator for the 1X2 results on an average round of matches in the Premier League was 47,787/1. Bet365 and William Hill generated the second- and third-longest winning ‘acca’ odds respectively. The data provided by oddschecker also showed that the favourite team won in just 51.6% of top-flight matches in England, the lowest since 2015/16 when Leicester caused a monumental upset to win the title and far short of the average of 54.8%. This is probably largely down to the empty grounds due to Covid-19 eroding the home-field advantage. Finally, oddschecker said it experienced a 15% uptick in bets placed via its site and app, alongside an 8% increase in volume of stakes and a 57% jump in affiliated registrations compared with the previous season. The nine bookmakers using QuickBet, which allows punters to place bets within the oddschecker site and app, saw a 54% year-on-year rise in turnover on the Premier League last season. This was almost double the volume of stakes compared with the 2018/19 campaign.