Oddschecker data: Win margin continues to dip in UK
Deposit volume and customer registration up on August 2021 as bet365 continues to rule app download share
Win margins across the UK sports betting market continued to slip in August, according to the latest data from Oddschecker and Barclays pointing to a “year-on-year sports revenue headwind for operators”.
August’s 3.6% win margin represented a slip from July’s 4% and June’s 5.1%, with Barclays noting Q3 could be difficult for firms.
It means Q3’s average win margin sits at 3.8% compared to a tough comparison of 5.5% in Q3 2021.
Customer deposits in August were up 4% year on year (YoY), although down 15% on Q1’s average with the deposit value also in decline.
August also saw a 38% YoY jump in customer registrations, with the big seven firms recording YoY growth of 47%.
Elsewhere, Barclays revealed bet365 continues to dominate the UK app download market having snared 22% of download share in 2022.
Sky Bet is the second most downloaded app in the market with 16%, followed by fellow Flutter brand Paddy Power with 14%.
William Hill (13%) continues to have a greater download pull than Entain brands Ladbrokes (8%) and Coral (5%).
Betfair continues to take the lion’s share of the betting exchange market with an 87% click share in August compared to Smarkets (8%) and Matchbook (5%).
Barclays did note that the Oddschecker exchange click share was not fully representative of the overall UK/European exchange market share, and the biggest driver of earnings at Betfair is not click share on Oddschecker but the activity of the high-value customers.
Football continues to be the dominate betting product across a majority of UK sports betting brands and exchanges.
William Hill’s online betting product split had football at 54%, while Betfair and Sky Bet also had more than 50% of its product split dedicated to football.
However, Paddy Power bucked the trend with 50% of its product split on horseracing and 35% on football.