Paddy Power dominated the money back arena once again in April when the Dublin-based bookie topped the rankings from internet affiliate Freebets.com. The latest monthly report on money back offers from the leading online betting service ranked Paddy Power their Bookmaker of the Month and also provider of the Money Back Offer of the Month.
The big betting feature of April was the Grand National but bookmakers held back from throwing their money back budgets at once-a-year punters to focus on loyal sports bettors. There was no shortage of high-profile domestic and European football action and so it was football punters who enjoyed the lion’s share of valuable money back offers last month.
The analysis of money back offers on Freebets.com revealed Paddy Power pulled off the ‘double’ for the second consecutive month, heading the rankings for both Bookmaker of the Month and Money Back Offer of the Month. Paddy Power boasted the top three individual money back offers and held eight of the top ten individual offers in April taking top spot with the football refund on Romelu Lukaku to score at any time for Everton in their Premier League clash with Arsenal at Goodison Park.
Main rival in the honours list, bet365 were runner up for Bookmaker of the Month and William Hill regained third place from Stan James.
Freebets.com, the UK sports betting service, produces a monthly report with analysis comparing all Money Back offers presented on its website. The Bookmaker of the Month is determined by application of an algorithm which gives a cumulative rating for 19 participating bookmakers.
April 2014 witnessed a decrease in the number of money back offers compared to the previous month which was boosted by an onslaught of offers for the five days of Cheltenham Festival. Aintree’s Grand National meeting in April was held over three days and the general trend of bookies pulling offers on Grand National day was a big factor. The total number of money back offers for the month was 684 which is equal to the monthly average.
The Top 10 Findings From Freebets.com April 2014 Money Back Offers Report
> Paddy Power ranked April 2014 Bookmaker of the Month ahead of bet365 in second place and William Hill in third.
> Paddy Power has now won the Bookmaker of the Month accolade seven times, bet365 has won it four times and Ladbrokes once since monitoring began in May 2013.
> For the second successive time, Paddy Power provided eight of the Top Ten Money Back Offers, a record created in March 2014.
> Paddy Power was ranked first for the number of Unique Offers provided (18) and Total Offers (110).
> Paddy Power’s ‘Money Back if Romelu Lukaku scores at anytime’ (v Arsenal) offer is rated Money Back Offer Of The Month in April 2014.
> The ‘Money Back if Romelu Lukaku scores at anytime’ offer was also the most likely free bet trigger in April 2014.
> Total Bookmaker Offers fell from 726 in March 2014 to 684, equal to the monthly average since September 2013 when the number of monitored bookmakers increased to the current 19.
> William Hill had the second highest number of Total Bookmaker Offers (92) followed by Betway and Betfair (tied with 86).
> Unique Offers in April 2014 decreased to 84 from 105, the third lowest total since monitoring began in May 2013.
> The number of bookmakers offering exclusive Mobile Money Back Offers increased from four to five by virtue of Betfair’s Second Place Cashback at Newbury.
April 2014 Bookmaker Of The Month
Paddy Power won Bookmaker of the Month for the seventh time, providing the most Unique Offers and the highest Total Offers. It was responsible for eight of the top 10 individual money back offers in the Offer of the Month table for the second consecutive month after creating the new record in March.
With 18 Unique Offers, twice the number of nearest competitor Betfred, Paddy Power was a convincing winner again in April. It has previously been noted that the high maximum stake (generally £100) gives Paddy Power an advantage in this category compared to offers with a better chance of triggering but having a lower maximum refund. A look at April’s money back offers ranked by chance shows this can no longer be said of the Irish firm who had six of the top 10 offers rated by chance of the trigger occurring.
Paddy Power provided 110 Total Offers in April, an increase of 47 in March. The reason for the increase is down to two offers that were available on daily events throughout the month. The company launched ‘Money Back if your horse finishes 2nd or 3rd’ in a selected race on April 1st and continued with the offer every day of the month. It also offers ‘Money Back if an IPL match is decided on the last ball’, the tournament began on April 16th and featured at least one match every day.
Five of the 19 featured bookmakers, Betfair, Betway, Stan James, Ladbrokes and William Hill offered mobile exclusive Money Back Specials in April 2014, one more than in recent months. The table below shows the rankings when Mobile Exclusive Money Back offers are removed.
The Mobile Exclusive table shows how bookmakers rank for Mobile Exclusive Money Back offers only.
Money Back Offer Of The Month
Money Back Offer of the Month is rated on the maximum refund value and the chance of a payout which determines the individual offer giving most value to punters. There are no weightings applied for event and market types, and factors such as the number of events for which the offer is available are not taken into account.
Paddy Power took the top three positions in April rankings and occupied eight places in the top 10. The Money Back Offer of the Month was a free bet refund on First Goalscorer, Last Goalscorer, Correct Score and Scorecast markets on Everton v Arsenal if Romelu Lukaku scored at any time. They did a similar money back offer on Lukaku for Everton’s match against Manchester United on April 20th.
Only bet365 and Stan James made the top 10. bet365’s Sky Dogs 2/1 offer features every month while Stan James stopped offering Bore Draw on televised football to provide more variety. Its Red Card Refund on Arsenal v West Ham ranked number eight and supplements two other football offers, Just A Second and Money Back if a Penalty is scored which don’t offer as much value.
The maximum free bet value of most Money Back offers varies between £25 and £50 which makes it almost impossible for some bookmakers to rank highly in the Money Back Offer of the Month table. When ranked purely on the likelihood of losing bets meeting the free bet trigger, the table portrays a different story, as shown below. Although it must be recognized that Paddy Power dominated this table in April with six of the top offers rated by chance.
The total number of Bookmaker Offers available in April 2014 was 684, down 42 on March offers but equal to the monthly average since September 2013 when Unibet was added to list to monitored bookmakers.
William Hill, Betway and Betfair continue to be major contributors to Total Offers. William Hill counted 92, Betway 86 and Betfair 86, however Paddy Power leapfrogged all three competitors in April to top this metric too.
Hills provide money back on Bore Draws and Second Chance goal scorers on every football match plus acca insurance almost every day. Betway provide a suite of promotions covering NBA, Rugby Union and football and while the offer value is low compared to Paddy Power’s Money Back offers, they are available on a wide range of events and betting markets. Betfair feature Cashback Extra giving customers the choice of five cashback triggers, the offer is provided on feature races, Super Sunday football, Champions League plus occasional golf tournaments and other sports. Combined with acca insurance on 12X and Both Teams To Score coupons, making the sportsbook another big player when it comes to availability of offers.
Paddy Power provided the most Unique Offers in Apri 2014 with 18 which was 9 more than its nearest competitor, Betfred with 9. The total number of Unique Offers was 84, a decrease on March which had been boosted to 103 thanks the Cheltenham Festival.
About The Analysis
www.freebets.com conducts in-depth analysis of Money Back offers promoted on the websites of leading online bookmakers every month. The list of monitored bookmakers reads; 10Bet, 188BET, 888sport, bet365, Betfair Sportsbook, Betfred, BetVictor, Betway, Boylesports, Coral, Ladbrokes, Paddy Power, Sky Bet, Sportingbet, Stan James, Titan Bet, Unibet, William Hill and Winner. The analysis focused specifically on Money Back offers and other promotions such as bonuses, concessions and guarantees are not included.
‘Money Back’ is a widely accepted term in the betting industry for real cash and free bet refunds on selected events and markets offered as insurance against a scenario proposed by the bookmaker. A typical example of Money Back in December was a refund offered on losing World Championship Darts Outright Winner bets if Phil Taylor won the tournament, i.e ‘Money Back if Phil Taylor Wins’.
The report introduced analysis of mobile exclusive offers from 1st July 2013 in addition to those promoted via bookmakers’ main websites which are available to both web and mobile customers. Retail offers are not included.
In order to determine its Bookmaker of the Month for Money Back Offers, www.freebets.com uses an algorithm which takes into account the number of offers available, the maximum free bet or cash refund value and the likelihood of the scenario to come true in addition to the number of events and range of markets which qualify for the offer. The www.freebets.com team draws on over 50 years’ experience in the betting industry to attribute weightings for the various factors in the formula in order to provide comparative values to the complex array of promotions.
DISCLAIMER – whilst every effort is taken to prepare detailed and accurate information, any third party relying on this information does so entirely at their own risk.