Published: 15:48 31/12/2014
The festive season was jam-packed with sporting action and Betfair were constantly helping punters to cash-in, so it’s little surprise that industry analysis conducted by Freebets.com reveals the firm to be Enhanced Odds Bookmaker of the Month for December 2014.
With all enhanced odds offers taken into consideration Betfair Sportsbook came in ahead of Winner Sports who provided the month’s top-rated price boost, while Paddy Power had to settle for third place despite offering the best enhancement in December.
A feast of football, deluge of darts and a host of horse racing resulted in some cracking promotions from online bookmakers throughout December. A busy fixture schedule in the Premier League along with the World Darts Championship and big races such as the King George VI Chase and Tingle Creek Chase provided plenty of betting opportunities and there was a price boost to enjoy almost every day during the month.
The Top 4 Findings From Freebets.com December 2014 Enhanced Odds Offers Report
1. Betfair Sportsbook ranked December 2014 Enhanced Odds Bookmaker of the Month ahead of Winner Sports in second place and Paddy Power in third.
2. Winner’s ‘4/1 Taylor To Beat Artut’ offer is rated Enhanced Odds Offer Of The Month for December 2014.
3. Paddy Power offered the largest odds enhancement in December with their ‘18/1 Arsenal, Chelsea, Everton & Man City To Win’ offering new customers up to £130 extra winnings.
4. Football decreased in coverage, but remained responsible for the majority of enhanced odds offers in December with 80% being focused on the sport ahead of darts which increased to 9%.
If you’d like to find out more about how enhanced offers work and how we calculate the value of enhanced offers, please read the relevant sections at the end of this article.
December 2014 Enhanced Odds Bookmaker Of The Month
Betfair’s drive for new sportsbook customers lead them to promote a price boost of some kind on a variety of sports almost every day in December. Their quantity of enhanced odds offers dwarfed that of all competitors as they ended the month providing almost twice the amount of value than Winner Sports.
It’s worth mentioning at this point that while Betfair’s offers were honoured in free bets, they also offered first-time punters a safety net of getting their stake refunded as a free bet if they lost. Not only that, but in some cases Betfair offered additional incentives, such as up to £100 in free bets on top of the enhanced odds offer.
There was no change in the order of the top 3 bookies compared to the previous month when including free bet payback. Boylesports lead the chasing pack with little to pick between 888Sport, Coral, Betvictor and the improving Matchbook, while Stan James and McBookie make their first appearance in our research.
The data below shows data resulting from our algorithm for enhanced odds offers in December 2014 which were paid in both cash and free bets. As you can see Betfair, Winner Sports and Paddy Power had a lot to offer potential punters over the festive season.
December 2014 Enhanced Odds Bookmaker Of The Month - Not Including Free Bet Payback
When we apply a filter to the data which removes the offers paid back in free bets and leaves only those honoured in withdrawable cash, Winner Sports move to the head of affairs. Winner don’t supplement their price boosts with the promise of a refund or any further free bets, but the opportunity for a big collect from a one-off punt gives great appeal to the occasional punter.
The graph below is for enhanced odds offers which were paid in cash only and shows how far out in front Winner were in December. There’s little to pick betwen the remainder although 888Sport deserve a mention as they offered up to £88 in free bets plus a £5 no lose mobile bet on top of a cash return on their enhanced odds offers, giving new customers a great welcome bundle.
Enhanced Odds Offer Of The Month
Competition was hot for Enhanced Odds Offer Of The Month in December, but nobody came close to Winner’s ‘4/1 Taylor To Beat Artut’ price boost. ‘The Power’ was a long odds-on favourite to ease past the German in the first round of the PDC World Darts Championship and the offer of 4/1 was a cut above the enhancements from other firms.
Five of Winner’s price boosts made our top 10, four of which occupied the first five places and their 7/1 enhancement on Liverpool to beat Basel in the Champions League was the best football offer. Betfair’s ‘13/1 Silviniaco Conti To Win King George VI Chase’ represented the most appealing horse racing enhancement in December, with Skybet and Paddy Power also making an appearance in our list.
Biggest Odds Enhancement Of The Month
Paddy Power promoted the offer which provided the biggest enhancement in December with a 4-Fold on Arsenal, Chelsea, Everton and Man City allowing winning punters to collect a massive £130 extra than if placing the bet at standard odds.
The Irish firm had five offers in our top 10, including the first three which all offered more than £100 potential extra winnings to punters who bet with the maximum stake when taking up the promotion. Betfair came in next with attractive offers on American football and horse racing, with Boylesports and Winner also featuring among the leading enhancements.
Whilst still maintaining a healthy 80% coverage of enhanced odds promotions in December, football dropped from 88% the previous month. A bumper fixture list in the Premier League meant there was a stack of opportunities to claim a price boost over Christmas and we anticipate much of the same in January with the FA Cup third round and League Cup semi-finals to look forward to.
It’s no coincidence that a slight drop in the amount of football enhanced odds offers came at the same time as an increase in darts related promotions to 9% from 1% the previous month. The PDC World Darts Championship is one of the sporting highlights of the festive season and bookies allowed new customers to get some extra bang for their buck on outright selections and match betting throughout the tournament.
At 7%, horse racing remained constant thanks to high profile events such as the King George VI Chase at Kempton and Tingle Creek Chase at Sandown. The NFL regular season reached it’s conclusion in December which resulted in some cracking American Football offers as teams scrambled for a place in the Play-Offs, while offers for the X-Factor final provided some enhancements for showbiz betting.
How Enhanced Odds Offers Work
Having priced up a particular sporting event accordingly, the bookmaker will then offer enhanced odds on a selection or a number of selections from that event. The enhancement means that the punter taking up the offer stands to win more than they would by placing the bet at normal odds, should they be successful. An example of an enhanced odds offer is shown below.
At normal odds Arsenal are priced at 2/1 to beat Manchester United in the Premier League, meaning a £10 stake would return £30 if they win. The bookmaker may offer enhanced odds 4/1 Arsenal to beat Manchester United, which would return £50 from a £10 stake, giving a punter the potential to double their profit.
In most cases the bookmaker will put a cap on the amount a customer can stake at the enhanced odds (typically £10) any stakes above that cap have the remainder settled at the normal price. Bookmakers also tend to settle the bet at the normal price immediately before later topping up the customer’s account to reflect the enhancement, although this can vary depending on the company in question. Some firms also pay the enhancement as a free bet rather than as cash which can be withdrawn with no rollover requirements.
How We Calculate Value Of The Enhanced Offer
The value of the enhanced offer depends on the level of odds enhancement, the maximum stake and the probability of the offer being claimed. To illustrate if we use the same example as above £10 maximum stake enhanced odds offer was offering 4/1 on Arsenal to beat Man Utd, and the normal odds at the time of the offer for this bet were 2/1 (equivalent to 33% probability), the expected cost to the bookmaker of someone taking up this offer would be the enhanced odds (4/1 - 2/1 = 2/1 enhancement) x £10 x 33% probability = £6.66. This is the measure we have used to calculate which offers will cost the bookmakers the most, and are really are providing the best value to the punters!
About The Analysis
Freebets.com conducts in-depth analysis of Enhanced Odds 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 Enhanced Odds offers and other promotions such as Money Back specials, bonuses, concessions and guarantees are not included.
In order to determine its Bookmaker of the Month for Enhanced Odds Offers, www.freebets.com uses an algorithm which takes into account the maximum permitted stake, chance of winning the bet, extra potential winnings from the enhancement and whether or not it is paid in free bets for all enhanced odds offers available that month.
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.