SUMMER 2012

In-Play Betting SurveyCompetitor intelligence for the sports-betting industry

Contents

3 Executive summary

4 Main survey analysis

18 The rise of Asian handicap betting

20 Fight for the right to bet

Bet365 maintains market dominanceBet365 came out on top by a huge margin in terms of the key metric of the number of events offered within the 10-minute betting windows over the 24-day period with 748 in total. Eight of the remaining ten operators settled between a range of 290 and 420 events, with Sky Bet (180) and NordicBet (149) lagging behind somewhat. Paddy Power led the chasing back with 418 events, surpassing Ladbrokes with 389, Sportingbet with 380, Bwin at 360, William Hill at 346, Unibet with 336, 12Bet with 301 and SBOBET at 296.

No upsets in Euro2012This is the third quarterly report for the year and the first to have taken place during a major football tournament with bet365 topping the poll with 287 individual football events. Sportingbet took the runners-up spot with 217 during the survey period, while Ladbrokes were third with 189 and 12Bet fourth with 163. The survey ran in designated 10-minute betting windows between Friday 8 June and Sunday 1 July to cover the European Championships in Poland and Ukraine, as well as one week of the Wimbledon tennis tournament. It covered 11 of the leading sportsbooks, up from eight in the previous two studies, and found that bet365 were 79 percent ahead of their nearest rival Paddy Power with 748 events compared with 418 for the Irish firm.

Same story at WimbledonThe same two companies occupied the top two spots in tennis where the Stoke-based firm’s performance was particularly impressive with a total of 256 events compared with Paddy Power’s 162. Bwin was third with 123. The Summer 2012 survey was timed to capture the first week of the Wimbledon tennis tournament, but from the total events of 1,098 captured it is clear that the leading firms looked far beyond what was happening in SW19 for matches to entice their punters.

End of season football slumpAway from the obvious big games at Euro 2012, the Summer 2012 IPT found in-play football offerings to proliferate around the clock even if there was still something of a post-season slump evident. Of the 3,903 events tracked by the survey, 44.6 percent were found to be football games. This compares with 67 percent in the Spring 2012 survey and 69 percent in the Winter 2012 edition, each of which took place when the European football season was in full swing.

Packing an in-play punch In total, 24 sports were covered across the 11 sportsbooks in the Summer 2012 survey, including the in-play debuts of boxing and darts. A total of two operators covered boxing while eight of the eleven covered darts.

The rise of Asian handicapsOnce again, William Hill led the way in terms of markets per event with an average within the 10-minute betting windows of 37.6, some distance ahead of Ladbrokes with 20.8, Bwin on 20.3, bet365 at 20.2 and Sky Bet with 18.4. Then follows Nordicbet (16.7), Paddy Power (15.8), Sportingtbet (14) and Unibet (12.5). The Asian-focused SBOBET and 12Bet lagged behind their peers but these two are heavily concentrated on Asian handicaps. Within the report is a feature on the rise of Asian handicaps which details the impact this form of betting has had on the global betting landscape.

Executive summary

In-Play Betting Survey Competitor intelligence for the sports-betting industry 3

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