Ireland’s number one bookmaker Paddy Power has done it again, winning Bookmaker of the Month and Money Back Offer of the Month in the latest rankings on Freebets.com.
The monthly report on money back offers in June 2014 from leading online betting service Freebets.com saw Paddy Power ranked top in both categories for the fourth consecutive month.
The Dublin-based layer demonstrated once again it is the undisputed champion of money back offers and while its mantle remains firmly in place, the efforts made by competitors to close the gap cannot be overlooked. In a bumper month of sporting action, the real winners were online punters who had the opportunity to take up some outstanding money back offers.
The World Cup takes centre stage in June and July but sports bettors also enjoyed a tremendous feast of racing at Royal Ascot with grand slam tennis at Wimbledon following soon after. The action was relentless and so too the plethora of money back offers accompanied by an onslaught of enhanced odds offers which have been changing the face of sign up incentives offered by a number of online bookmakers.
The World Cup is the biggest betting bonanza on the planet so it was no surprise to find a football promotion taking Money Back Offer of the Month and it was Paddy’s prescient ‘Money Back if Italy beat England’ that was top rated. Ladbrokes’ World Cup money back offer ‘If Brazil beat Chile’ ranked highest in Money Back Offers by Chance as it was the most likely trigger to win, fortunately for Ladbrokes, it was saved a mass of refunds thanks to Chile’s stout resistance against the World Cup hosts.
A number of lower value offers ended in June, such as Betway’s money back ‘if NBA game goes to overtime’ and ‘if a century scored in IPL match’ but the increase in offers for one-off matches and events meant the reduction in Total Money Back Offers was offset by an increase in Unique Offers with a great chance of paying off.
Internet affiliate, Freebets.com produces its monthly report with analysis comparing money back offers presented on the website. The Bookmaker of the Month is determined by using an algorithm which gives a cumulative rating for 19 participating bookmakers.
The Top 10 Findings From Freebets.com June 2014 Money Back Offers Report
- Paddy Power ranked June 2014 Bookmaker of the Month ahead of bet365 in second place and Betfair in third.
- Paddy Power has emerged Bookmaker of the Month nine times, bet365 has won it four times and Ladbrokes once since monitoring began in May 2013.
- Paddy Power’s ‘Money Back if Italy beat England’ is rated Money Back Offer Of The Month in June 2014.
- Ladbrokes ‘Money Back if Brazil beat Chile’ offer was the most likely free bet trigger in June 2014.
- Betway tied first for the number of Unique Offers provided along with Paddy Power (14), Betfair was third with 12.
- Total Unique Offers in June 2014 increased to 100 from 93 in May, third highest since monitoring began.
- Betfair ranked first for Total Offers (87), William Hill ranked second (73) and Betfred third (72).
- Total Bookmaker Offers decreased from 715 in May 2014 to 675 in June, but above average (667) for last 12 months.
- Ladbrokes, Betway, William Hill and Boylesports promoted Money Back Offers exclusively for Mobile customers in June.
- June Top Ten Money Back Offers by Chance featured offers from six different bookmakers.
June 2014 Bookmaker Of The Month
Paddy Power won Bookmaker of the Month for the ninth time despite not ranking clear first in either of the two key metrics of Total Bookmaker Offers and the number of Unique Offers in June. It shows once again the value of Paddy Power’s high maximum refunds in conjunction with the likelihood of the money back option occurring and the focus on offers targeted at the most popular sports for betting.
The Irish firm have historically dominated the number of Unique offers by a comfortable margin but were matched last month by Betway who also provided 14 different money back offers.
Betfair Sportsbook are frequently ranked in the top three or four and were closer than ever when providing 12 Unique offers. Betfair’s Fixed Odds product is deserving of a special mention for Cashback Extra, the money back offer giving customers the choice of up to five triggers per event. Cashback Extra is available on most live televised football matches but only counts as one Unique offer under the criteria set by Freebets.com. This doesn’t hamper Betfair’s ranking for overall Bookmaker of the Month which takes into consideration every event and betting market for which Cashback Extra is available or Money Back Offer of the Month which is based on the maximum refund value and chance of the triggers occurring for any Unique offer.
Paddy Power provided 71 Total Offers in June which was bettered by three of its online betting rivals, Betfair (87), William Hill (73) and Betfred (72). Paddy was top rated for Total Offers in May, but with no direct replacement for offers on each stage of the Giro d’Italia or its offer on every match in the Indian Premier League T20 cricket, we saw the number drop by 43 from 114. New money back specials introduced in June were focused on football. There were unique offers on England’s World Cup warm up matches and each World Cup group game plus money back for all other World Cup group games ending 0-0 and money back on any game in the knock out phase to be decided on penalties.
Four of the 19 featured bookmakers offered mobile exclusive Money Back Specials in June 2014. Boylesports offered cashback for the second placed horses on Royal Ascot bets placed via mobile to join Betway, Ladbrokes and William Hill in what is now a small club choosing to differentiate the source of its internet customer base.
The Mobile Exclusive table shows how bookmakers rank for Mobile Exclusive Money Back offers only.
Money Back Offer Of The Month
With the World Cup kicking off on 12th June, it was only to be expected that football offers would feature predominantly in the top ten Money Back Offers of the Month. Paddy Power provided the top rated offer for the fifth successive month and the tenth time in all.
England faced a tough group at the World Cup and their first opponents were four-time winners Italy who were clear favourites to beat the Three Lions. Paddy Power offered up to £100 refund on first/last goalscorer, correct score and scorecast bets if Italy won the game which turned out be excellent free insurance for customers betting on those popular markets.
The England rugby union squad were on tour in New Zealand for three weeks in June and Paddy Power’s money back if a forward scored the first try in each of the test matches against the All Blacks applied to seven tryscorer markets and punters had both forward packs to provide insurance. In all June’s Bookmaker of the Month provided seven of the top ten Money Back Offers, five of which were on football with one each on rugby and cycling.
Paddy Power, bet365 and Stan James have high maximum refund amounts, there’s £100 on selected money back offers which is well above the average stake for some the qualifying betting markets. Many money back offers have a ceiling of £25 and £50 which more than meets the staking level of a typical recreational gambler. For such punters the table of Top Ten Money Back Offers by Chance provides a better indication of where the best value offers could be found.
Ladbrokes led the way with its Money Back if Brazil beat Chile. The World Cup hosts were odds on favourites to win the opening match and while Chile upset the odds to save the bookies in more ways than one, it represented outstanding value for this type of promotion.
Sky Bet doesn’t often figure highly in money back rankings but made a special effort for the World Cup and Royal Ascot. Portugal were shorter than even money to beat Ghana in Group F and they obliged for Sky Bet customers who were offered money back on losing first/last goalscorer, correct score and scorecast bets if Portugal failed to win. Along with Betfair Sportbook, they had previously paid the price for offering money back if the favourite won the Queen Anne stakes at Royal Ascot, refunding stakes on the nine runners to finish behind 4/5 winner Toronado.
The total number of Bookmaker Offers available in June 2014 decreased from 715 in May to 675. Much of this can be attributed to the reduction in the number of qualifying football games for long standing offers such as Bore Draw refunds on bet365 and William Hill, 1-A-Piece refunds on Betfred, Second Chance Goalscorer on William Hill, 88th Minute refunds on 888sport in addition to the aforementioned Paddy Power offers on cricket and cycling.
There was increase in the number of bookmakers promoting money back offers on horse racing thanks to the Royal Ascot meeting. Betfred, Betfair, Boylesports and Sky Bet promoted offers specifically for the meeting while bet365 (Channel 4/1 Offer), Ladbrokes (4/1 Free Bet Offer) and William Hill (Second Place Cashback) where available every day of the meeting.
The number of Unique Offers increased month on month from 93 to 100, only the fourth time the century figure has been reached since monitoring of money back offers began in May 2013. The most significant aspect of these individual offers was the value they represented to sports bettors. The first four in the Top Ten Money Back Offers by Chance promised refunds if an odds on chance won, meaning the triggers had better than a 50% chance of occurring which was an outstanding way to insure betting stakes for no extra charge.
There were lots of money back offers available from the usual, reliable sources like Paddy Power, bet365, Betfair, William Hill, Stan James, Betfred, BetVictor, Winner and Ladbrokes. Sky Bet got much more involved in money back offers with seven different promotions in June, including two of the top four best value offers rated by chance.
It’s difficult to know how much the marketing budgets were affected by the increase in Enhanced Offers for new accounts. This is a relatively new incentive given by online bookmakers where new customers are given the opportunity to back ‘good things’ at massivey increased odds, such as 4/1 for a 1/1 chance. These enhanced odds offers are typically restricted to stakes of £10 or £20 and often as an alternative to the standard free bet offered to new customers. However, Betfred, Titanbet, Totepool and Winner ran with Enhanced Odds offers in addition to free bets on sign up.
The Enhanced Odds phenomenon has picked up significantly since its introduction toward the latter half of the domestic football season and judging from the increasing number of online bookmakers following the trend, massive price boosts could be here to stay for some time yet. Freebets.com features Enhanced Odds offers from leading online bookmakers and will begin monitoring and reporting such promotions covered on its website from 1 July 2014.
There were 100 Unique offers available in June which had been matched or bettered on three occasions, June 2013 (114), October 2013 (100) and March 2014 (103). The lowest number recorded in a month happened in December 2013 and February 2014 when there were 69 Unique offers available.
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.