As has been the case consistently since 2019, the Premier League stands out as the biggest market for Britain’s bookmakers, and in turn bet365, AK Bets and BetMGM seem to stand out as this year’s big operator winners.
Liverpool lifted the trophy this year, marking the club’s second Premier League win and its 20th national title overall. The team enjoyed a dominant season, winning 25 out of 38 matches.
Enjoying similar success to Liverpool in the UK betting markets, bet365 lifted its own variant of the Premier League trophy in Oddschecker’s 2024/25 report. Denise Coates’ online sportsbook dominated betslip clickshare among UK operators at 21% for the second year running.
The firm was followed by Flutter Entertainment‘s Sky Bet at 12%, William Hill at 10%, Flutter’s Paddy Power and Betfair Exchange at 8% and 7% respectively, BetVictor at 6% and yet another Flutter brand, the Betfair Sportsbook, at 5%.
“We’re delighted to once again top the Oddschecker betslip clickshare rankings for the 2024/25 Premier League season,” said a bet365 spokesperson.
“Equally, landing first place in Oddschecker’s award-winning Bet Builder comparison product gave us great pride, following a concerted team effort across the business to provide our customers with the best Bet Builder experience on the market.
“A huge thank you to team members across multiple teams and offices, and we look forward to defending our crown next season.”
A quick glance at UK clickshare across online Premier League betting shows that the market is still heavily dominated by established names – bet365, William Hill, BetVictor, and Flutter Entertainment’s online-first brands.
This does translate to bet builder comparisons too, with bet365 again dominating with 40% of on-site clickouts. Given the group’s clear market leadership in UK online betting, as well as the efforts it has made to enhance its bet builder this year, this isn’t too surprising.
As with football though, the business of betting does sometimes see newcomers make some gains. In the Premier League this year, Nottingham Forest were a surprise breakout, securing seventh place and a spot in European football for the first time since the mid-1990s, in what was the club’s third season back in the top-flight since relegation in 1999.
Similarly, two relative newcomers to UK betting have stood out in Oddschecker’s 24/25 analysis. Regarding bet builders, BetMGM ranked second after bet365 with 16% of on-site clickouts.
Considering the firm only launched in the UK in August 2023 the fact it has ranked higher than some way more domestically established competitors including Paddy Power, Unibet, William Hill and Sky Bet (third-sixth place), this is an impressive accomplishment.
This could partly be attributed to the company’s extensive marketing efforts. BetMGM has invested heavily in its visibility, partnering with Premier League Darts and three Premier League football clubs. This visibility may have translated into player numbers, and subsequently, bet builder clicks.
An even more recent newcomer to the UK than BetMGM is AK Bets, which also stood out in the Oddschecker report. Oddschecker has lauded the firm as having ‘the tightest sportsbook pricing on Premier League football last season’, followed by Betfred, VBet and Unibet.
The Irish bookmaker, which only launched in the UK in March, had a Premier League overround – the sum total of all the odds on the outcome of Premier League events – of 102.7%. From what SBC News understands about the company and its approach, this isn’t too surprising.
“AK Bets primary focus has always been Big Prices, Big Rewards for our customer base.” said AK Bets’ Joe Lee, Head of Strategy and Performance.
“We’re proud to compete on price, ultimately the key principal of bookmaking, at a time when many major corporate operators are squeezing as much value as they can out of customers rather than offering it to them!
“Our number one ranking for price in the recent Oddschecker Premier League season review is the culmination of our active pricing strategy. It highlights the value we offer to AK Bets customers across a broad spectrum of sports all of which come nicely packaged via our Big Prices tab.”
The pricing offered by AK Bets may help the firm stand out in an otherwise highly competitive and saturated UK market, one which is also in the process of tightening regulatory restrictions.
On that note, the success enjoyed by BetMGM with its bet builders – these being hugely popular products among UK punters – may provide some hope for other market newcomers and perhaps even more well-established but smaller bookmakers, that any operator can find its place in the UK against the heavy competition present.
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