Betfair Beat Paddy Power In Two Horse Race For June 2015 Enhanced Odds

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Betfair Beat Paddy Power In Two Horse Race For June 2015 Enhanced Odds Bookmaker Of

The Month• In one of the closest results since Freebets.com began research into enhanced odds offers by

online bookmakers, Betfair have edged Paddy Power to June’s award by the narrowest of

margins.

• The industry analysis reveals that Betfair promoted more offers than Paddy Power, though

there was little to pick between the bookies when it came to the cumulative enhanced odds

value for the month. This as down to the fact that Paddy Power’s price boosts were more often

than not bigger and bolder, helping the Irish firm to yet another strong showing in both our

‘Top 10’ charts for best enhanced odds offer and biggest enhancement.

• 888Sport held off Favourit for the final step on the podium, though the chasing pack were

some way behind the big two in a month packed with sporting variety. Bookies used major

sporting events such as the UEFA Champions League Final, Royal Ascot, US Open Golf and

Wimbledon Tennis Championships as the basis of various enhanced odds offers, meaning

there was something for fans of most sports to enjoy.

The Top 4 Findings From Freebets.com June 2015 Enhanced Odds Offers

Report• Betfair Sportsbook ranked June 2015 Enhanced Odds Bookmaker of the Month ahead

of Paddy Power in second place and 888Sport in third.

• Paddy Power provided the best enhanced odds offer in June with new punters able to

stake up to £10 on '12/1 Telescope To Win Hardwicke Stakes' as opposed to the

generally available odds of 5/4.

• 888Sport provided the largest enhancement in June with a '45/1 Uruguay To Win Copa

America' boost offering new customers up to £300.00 in potential extra winnings.

• Football accounted for just over half of the enhanced odds offers during June with a

decreased 52.2% attributed to the sport, which in-turn saw an increased 28% of offers

relating to horse racing and 8.2% to tennis.

June 2015 Enhanced Odds Bookmaker Of The Month

• June’s report analysed a total of 152 price boosts from online bookmakers

offering £3,363.47 in enhanced odds value, which was a reduction on the

previous month's 242 offers representing £5,141.15 of price boosts. Of

the 152 offers, Betfair accounted for 52, while Paddy Power had 34 and it

was that greater volume of offers that won the day for Betfair.

• The graph below clearly shows just how many offers Betfair promoted

compared to the competition and is an indication of how keen the firm is

to increase its customer base. Betfair even supplemented their

enhancements with money back on losing stakes as a free bet and the

opportunity to earn a further £100 in free bets as additional incentives to

tempt in new players.

Number of Enhanced Offers By Bookmakers In June 2015

Value Of Enhanced Offers In June 2015

• Betfair’s aggressive approach kept them on top by a whisker in June, with Paddy Power providing the most compelling

enhancements time and time again to almost claim top spot. In fact, had Paddy Power introduced just a handful of extra price

boosts, they would have easily come out ahead.

• The enormity of Paddy's enhancements once again caught the attention of punters and lead to the firm dominating our Top

10 Enhanced Odds Offers and Top 10 Biggest Enhancements for June, both of which are discussed in more detail later in this

article.

• Third-placed 888Sport continue to promote the treble odds offer, available to all new customers and provided a number of

event-specific examples across the month. Two of those offers made it into our Top 10 Biggest Enhancements for June

including the winning offer.

• Favourit and Apollo Bet continue to make a name for themselves with some unique offers on events not covered by other

bookies, while Coral also deserve credit for their approach in June with their price boosts including a £20 free bet refund if the

new customer lost their £5 bet at enhanced odds.

• The data below shows data resulting from our algorithm for enhanced odds offers in June 2015 which were honoured in both

cash and free bets, indicating that Paddy Power was much closer to Betfair when compared to the amount of price boosts

offered. Generally speaking though, there does appear to be a correlation between the amount of offers available in the first

graph and the total value of the enhancements for the month.

Value Of Enhanced Offers In June 2015

Enhanced Odds Offer Of The Month

• As we touched on earlier in the article, Paddy Power’s penchant for a headline offer

resulted in the firm dominating the Top 10 Enhanced Odds Offers for June 2015.

• There were still plenty of decent offers available from other bookies, but none could

compare to the value offered by Paddy. The pick of the bunch was ‘12/1 Telescope

To Win Hardwicke Stakes’ instead of the normal 5/4 odds, and that was closely

followed by ‘12/1 Found To Win Coronation Stakes’ in place of the standard 11/8

price as Paddy Power used the hype of Royal Ascot to tempt in some new players.

• Paddy Power’s Top 10 whitewash also featured offers for the Euro 2016 Qualifiers

and Copa America, along with a big boost on the Greyhound Derby favourite Farloe

Blitz and the best Champions League Final promotion of ‘7/1 Barcelona To Beat

Juventus’ allowing prospective punters a tasty boost on the 8/13 match favourites.

Top 10 Enhanced Odds Offers

Biggest Odds Enhancement Of The Month

• In a similar vein to last month, it was 888Sport and Paddy Power that offered the biggest

enhancements throughout June 2015.

• 888Sport’s ‘45/1 Uruguay To Win Copa America’ was an outright betting offer to highlight the

ongoing treble odds offer being promoted by the firm and won this section of our report by a

good margin. Customers taking up the offer with the maximum permitted stake stood to earn

£300 more than if placing the bet at standard odds and what's more, 888Sport honour the

enhancement in cash as opposed to free bets. The firm also offered a good price boost on

Caspian Prince to win the Epsom Dash, representing up to £160 in potential extra winnings.

• However, Paddy Power’s ‘33/1 Spieth To Win US Open’ offered up to £250 in potential extra

winnings and was one of eight offers promoted by the bookie to make it into the top 10. There

was also a Euro 2016 Qualifier treble for up to £226 extra and punters siding with Juventus in

the Champions League Final could have received up to £200 more, than if backing the Italian

side at normal odds.

Top 10 Biggest Enhancements

General Findings• With the domestic football season over, it came as no surprise that football saw reduced

coverage in June and there were a good variety of sports which could be bet on at enhanced

odds.

• At 52.2%, football accounted for just over half of the price boosts in June as punters snapped

up offers on the Champions League Final and could take their pick of various enhanced odds

offers on the Outright and Match Odds betting for the 2015 Copa America.

• It was a great month for horse racing punters as the bookies clamored for new custom in the

build up and throughout Royal Ascot, leading to 28% of enhanced odds offers being attributed

to the sport.

• The Wimbledon Championships also got underway at the end of June leading to 8.2% of offers

relating to tennis, while motor sport, golf, greyhound racing and rugby had marginal coverage

and account for the remainder of the month’s price boosts.

General Findings

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 Juventus are priced at 2/1 to beat Barcelona in the Champions League, meaning a

£10 stake would return £30 if they win. The bookmaker may offer enhanced odds 4/1 Juventus to

beat Barcelona, 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

Juventus to beat Barcelona, 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 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, Apollo Bet,

bet365, Betfair Sportsbook, Betfred, BetVictor, Betway, Boylesports, Coral, Favourit, 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.