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Bet365 appears well-positioned to lead the market for online in-play sports betting, according to a new report from GamblingData and Sporting Solutions. With live betting on events while they take place the fastest-growing part of the e-betting sector, the battle for market share is being fiercely fought. But the new research shows that Bet365 comes first in terms of both the number of different sports covered and the number of specific events on which consumers can bet.
Examining the top five European operators over ten days, it found that Bet365 offered 18 different sports. It was followed by Ladbrokes with 14, Bwin and Paddy Power with ten apiece, and William Hill with just eight.
Bet365 also led in the range of specific events it offered, with a total of 229 available for betting over the ten-day period. William Hill came next, with 188 events, although the researchers observed that it “notably offered more markets per event on average at 24”.
By this measure, Ladbrokes fared least well, with only 88 events covered.
The research also found, perhaps unsurprisingly, that soccer is the major attraction for in-play betting. Nearly half of the 795 events that the five operators collectively offered in the period were football, “although it should be noted that one game covered by all five operators counted as five events”.
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And, because of football’s popularity, Saturday afternoons proved to be the peak time for in-play betting opportunities, when the most events were available.
“William Hill led the field with 48 football games to bet on the first Saturday and 40 available on the following Saturday. The next most prolific in terms of football was Bwin with 40 and 24 games. Bet365 had 34 and 30 respectively,” according to the researchers.
Commented Scott Longley, managing editor of GamblingData: “As seen by recent financial results from the leading listed European operators, in-play betting is now the fastest-growing area of online gaming, and that looks set to continue as the operators look to grow and consolidate market share.
“But as the report makes clear this rise doesn’t come without risk. As much as the operators push in-play, it is clear that the world’s gambling regulators and sporting bodies are sitting up and taking notice. The next few years are likely to see in-play become the major battleground both in terms of the market and in terms of the developing regulatory picture.”
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