Marathonbet tops Oddschecker's Cheltenham acquisition rankings
Operator accounted for 11% of all new customers while bet365 attracted the most customer clicks overall
Marathonbet topped Oddschecker’s acquisition charts for Cheltenham Festival, as the bookie accounted for 11% of all new customer sign-ups thanks to its 6/1 offer on Altior to win the Arkle.
Oddschecker said total customer acquisitions across all bookies during the four-day event were up 14% year-on-year, with Paddy Power ranking second and Sun Bets coming in third.
On total customer click-throughs, bet365 continued to lead the way with a 23.16% share, but the operator’s market share dropped slightly compared to last year when it attracted 25.12% of clicks.
Sky Bet was the biggest improver over 2016, as the Leeds-based firm finished second in total clicks with a 13.41% share, up from 9.43% last year.
Paddy Power and Betfair (Exchange and Sportsbook) were third and fourth in the rankings respectively, with the Sportsbook another big year-on-year improver, with click-share climbing from 3.38% to 4.95%.
“Interestingly, despite industry consolidation and the sheer power of the top seven tier one operators, the share of bet slip clicks garnered by this elite group fell 1.25% to 71.17%, illustrating Oddschecker’s ability to direct punters to the best prices, irrespective of a brand’s above-the-line clout,” the affiliate said.
Oddschecker’s head of commercial, Guy Harding added: “Double-digit registration growth twinned with almost a million unique users once again made Oddschecker a must, for both punters wanting to sniff out the best prices and bookmakers looking to acquire new customers.”
Oddschecker said Paddy Power Betfair had the most attractive offer of the week with the two brands both offering 10/1 for Altior and Douvan to win, while enhanced odds on popular horses proved to be the most popular offer for bookies across the board.
Elsewhere, Kambi bookmakers (888, 32Red and Unibet) topped the rankings among bookmakers for the most competitive pricing, with overrounds averaging around 112% across the 28 races.
The Kambi brands were also best-priced on favourites throughout the festival with Black Type ranking second and Sky Bet third.