Oddschecker insights: BetMGM nabs tightest Premier League overround as industry margin woes continue

Estimated read time 3 min read

Challenger brand beats out VBET and 10bet to take top spot as bet365 tightens up to snare extra clickshare  

Market newcomer BetMGM had the lowest Premier League overround in October as the challenger brand continues to make a splash.

According to data released by Oddschecker, BetMGM had an average overround of 102.4% on 1×2 markets during the month, which was unsurprisingly matched by sister brand BetUK.

The duo’s pricing is derived from its sports betting supply deals with Kambi.

VBET took the final podium place with an overround average of 103.7%, with 10bet close behind with 104%.

At the other end of the spectrum, Flutter Entertainment duo Paddy Power and Sky Bet continue to have the widest overrounds with a focus on promotions over pricing.

However, bet365 tightened its overround during October to 104.8%, making it the Stoke-on-Trent-based firm’s most competitively priced month since July 2019.

The move also saw the operator gain two percentage points in football clickshare during October compared to September.

Average bookmaker overrounds since the start of the season

Elsewhere, Oddschecker confirmed the sports betting woes for operators in September and October as punter-friendly results continued to bite.

Since the start of 2022, the Oddschecker implied industry margin had been on the up thanks to bet builders and accas, but September and October have proven difficult.

In fact, October saw 75% of matches involving the traditional big six end in favourite victory. This is the highest portion in a month with 20 or more games since March 2022.

Additionally, Tottenham, Arsenal, Man City and Liverpool have more combined points at this stage of the season than any top four in Premier League history.

However, there was some joy in the horseracing world, with results in October more operator friendly.

Just 32.1% of the favourites won, the lowest number since Oddschecker began tracking the data in February 2019.

Other data points include BetVictor securing a 2.1 percentage point increase in betshare compared to September while Midnite increased its monthly clickshare by 0.9 percentage points.

Finally, Oddschecker also detailed how operators had faced against one another in its Best of the Boosts section of the site.

In October, Sky Bet took the lion’s share of clicks in the section with 37% while Paddy Power (29%) and William Hill (15%) nabbed the remaining podium places.

Oddschecker confirmed bet365 is due to join boost comparison side of the site in November, which will see the firm look to challenge the leading trio.


​EGR Intel

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