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Oddschecker’s study on betting patterns at the 2021 Cheltenham Festival revealed promising outcomes for a number of operators, with bet365 topping the betslip leaderboard.
During the four-day festival, the Stoke-on-Trent-based online bookmaker had the biggest share of betslip clicks on the odds comparison page, with 19.4 percent, led by Flutter Entertainment’s Sky Bet and Paddy Power with 13.1 percent and 12. percent, respectively.
Meanwhile, Betfair Sportsbook came in fourth with 11.4 percent of betslips, while Oddschecker sponsor William Hill came in fifth with a high degree of customer involvement as a result of the relationship.
The initiative, which was the odds comparison website’s first exclusive app takeover, enabled William Hill to gain “extensive exposure to the higher value app-based punter,” with a 42 percent share of app acquisition over the week.
Despite finishing outside the top five, Irish operator BoyleSports had a good week, rising from 14th to seventh position in 2020.
Furthermore, with an overall attendance of 118.2 percent, bet365 has the ‘tightest pricing’ of all sportsbooks for both Win and Per Way betting, led by BetVictor at 119.8 percent and 10bet at 120.2 percent.
Finally, Flutter Entertainment’s three brands paid out the most in terms of places, with Sky Bet leading the way with 4.5 horses per race, followed by Betfair and Paddy Power with 4.3 and 4.2, respectively.
Overall, Oddschecker’s performance demonstrates the high level of participation in this year’s festival, with QuickBets put across its portal increasing by 36 percent year over year, and a 74 percent increase over the 2020 figure.
New customer registration
Furthermore, the site’s Cheltenham videos received over 100,000 YouTube views, and the domain received over 31,000 new user registrations, a 93 percent improvement over the previous year.
Last week, it was announced that the Racecourse Media Group (RMG) had captured 500,000 streams on individual races thanks to its relationship with Phenix, representing a 60 percent increase year over year.
The first day of the festival drew 1.1 million spectators, with over 1.5 million tuning in to watch the Champions Hurdle, the biggest crowd since records started in 2003.