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LADBROKES TOPS IN FOOTBALL BETTING
04/10/2012 : LADBROKES TOPS IN FOOTBALL BETTING
But Bet365 racks up most in-play action
GamblingData's latest quarterly In-Play Tracker (IPT) survey sees Ladbrokes in the lead in football action, but Bet365 the total events leader across 19 sports
The second quarterly report for 2012 found that within the 10-minute betting windows of the 14-day survey, it was Ladbrokes that lead the way with 310 football matches captured, just ahead of Bet365’s total of 307.
The survey took place between Saturday 25 February and Saturday 10 March (but excluding Thursday 8 March) and compared the in-play offerings of eight of the leading UK sportsbooks.
Within the capture period, Bet365 offered the most amount of sports with 19 followed by Ladbrokes with 16 and Paddy Power and Sportingbet with 12 each. A total of 22 sports were featured across all eight operators.
Across all sports, it was Bet365 which once again proved to be some distance ahead of the competition with 608 events in total captured during the betting windows. Ladbrokes was next best with 410, followed by Paddy Power on 390 and Bwin on 380.
The three sports covered by all the participating sportsbooks were football, tennis and basketball. Among the minority sports offered by one or more participating operator were water polo, ski jumping and bandy.
While football contributed 67 percent of all events captured across the eight sites involved in the survey, tennis proved itself to be the second most important in-play sport with 12 percent of the total amount of events.
Bet365 won in total tennis matches captured (120) over Paddy Power’s 95, William Hill’s 52 and Unibet’s 32. But Paddy Power’s in-play offering was more heavily weighted towards tennis with 12.2 percent of its total events compared with 9.9 percent at Bet365 and 7.9 percent at William Hill.
New to this quarter’s survey, the IPT Activity Index identifies market leadership during both peak and off-peak betting times. For Spring 2012 the Activity Index found that Bet365 was further ahead in off-peak than peak, with a weighted average of 25 percent of total events during quiet periods compared with a weighted 18.8 percent during busy periods.
Of those doing better at peak times, Ladbrokes and Bwin were the two firms that most noticeably increased their presence during busy periods with the first getting a weighted average of 14.7 percent peak versus 9.9 percent off-peak, while the latter hit a weighted average of 13.6 percent peak versus 8.7 percent off-peak.
The opposite was true of Paddy Power and 12Bet which both grabbed more share in quieter times (14.7 percent and 10.9 percent) than during busy period (12.3 percent and 8.3 percent respectively).
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