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

Report• Betfair Sportsbook was once again named as the leading firm for enhanced odds offers

following industry analysis conducted by Freebets.com to investigate price boosts from

online bookmakers in July 2015.

• While some other bookies had a quiet month in the build up to the new football season,

Betfair continued to push its brand on a large scale with a stack of tempting price

boosts to coax new punters to sign-up. Paddy Power promoted less enhanced odds

offers than Coral, but managed to clinch second spot, while Favourit was the nearest

challenger for a place on the podium.

• Diversity was the order of the day in the absence of domestic football and July

produced the largest variety of sports covered since our research into enhanced odds

offers began. This ultimately provided the bookies with an opportunity to attract a new

audience with a selection of promotions on niche events.

July 2015 Enhanced Odds Bookmaker Of The Month

• 1. Betfair Sportsbook ranked July 2015 Enhanced Odds Bookmaker of the Month ahead

of Paddy Power in second place and Coral in third.

• 2. Paddy Power provided the best enhanced odds offer in July with new punters able to

stake up to £10 on '16/1 Chile To Win Copa America' as opposed to the generally

available odds of 5/2.

• 3. Paddy Power provided the largest enhancement in July with a '35/1 Arsenal, Man Utd

& Chelsea Treble' offering new customers up to £250.80 in potential extra winnings.

• 4. Football accounted for just under a third of the enhanced odds offers during July with

a decreased 31.6% attributed to the sport, while there was little to pick between horse

racing at 16.9% and tennis at 16.5%.

July 2015 Enhanced Odds Bookmaker Of The Month

• July’s report analysed a total of 126 price boosts from online bookmakers

offering £2,723.59 in enhanced odds value, which was a reduction on the

previous month's 152 offers representing £3,363.47 in price boosts. Of the 126

offers in July, Betfair was responsible for the lion's share of 56, while Coral

promoted 20 price boosts and there were 13 advertised by both Paddy Power

and Apollo Bet.

• 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, with money back as a free bet an added incentive

to tempt in new players. Betfair's offers are also aimed at customer retention

with the possibility of earning a further £100 in free bets, paid in the form of a

£20 free bet for every five £10 real money bet placed by the new customer.

Number of Ehanced Odds By Bookmakers in July 2015

• Continuing the push for new customers when other firms had fewer promotions to offer went a long way to

helping Betfair claim top spot, while Coral’s volume of offers actually increased compared to months gone by.

Coral honour their offers in cash and the promotions in July included a £20 free bet refund if the new

customer lost their £5 bet at enhanced odds.

• Paddy Power may have been more selective, but once again came first in our Top 10 Enhanced Odds Offers

and Top 10 Biggest Enhancements for July, both of which are discussed in more detail later in this article.

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

covered by other bookies, while Boylesports kept up a steady flow of enhancements and BeanBagSports

make their first appearance in this report.

• The graph below shows data resulting from our algorithm for enhanced odds offers in July 2015 which were

honoured in both cash and free bets, indicating that Paddy Power came out ahead of Coral 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 Odds Offers By Bookmakers In July 2015

Enhanced Odds Offer Of The Month

• Considering that Paddy Power managed to finish ahead of Coral despite promoting

seven fewer offers, it’s little surprise that the Irish based bookie features prominently

in this section.

• Paddy Power was responsible for six of our Top 10 Enhanced Odds Offers, including the

first three. The winning offer was Paddy’s '16/1 Chile To Win Copa America' which was

quite an enhancement compared to the generally available odds of 5/2, while second

spot went to Paddy’s '9/1 Argentina To Win Copa America' price boost, available as an

alternative to the standard price of 8/15.

• Betfair’s big-hitters of the month focused on the Ashes with a choice of '6/1 Australia

To Win Ashes First Test' or '12/1 England To Win Ashes First Test' proving popular with

cricket punters, while Favourit scraped into tenth place with an ‘8/1 Argentina To Beat

Chile’ enhanced odds offer for the Copa America Final.

July 2015 Top 10 Enhanced Odds Offers

Biggest Enhancement Of The Month

• Paddy Power provided the largest enhancement in July with a '35/1

Arsenal, Man Utd & Chelsea Treble' offering new customers up to £250.80

in potential extra winnings than if placing the bet at the normal

cumulative odds of 9.92/1. Six of the bookie’s offers appear in the list

across four different sports, which gave Paddy Power a broad appeal to

prospective customers throughout the month.

• Jordan Spieth's Open Championship challenge was covered by a number

of bookies including Betfair and Paddy Power, but Favourit's 25/1

enhancement trumped them all, offering up to £195.00 in extra winnings

to golf punters that fancied the American to win a third consecutive

major.

July 2015 Top 10 Biggest Enhancements

General Findings• Even without domestic football, the 2015 Copa America and pre-season friendly competitions

such as the International Champions Cup helped football to maintain a good amount of

coverage in July, but there were plenty of enhanced odds offers geared towards other sports.

• At 31.6%, football accounted for the majority of price boosts for the month, while big events

such as Newmarket’s July Festival and Glorious Goodwood helped horse racing to 16.9% and

the 2015 Wimbledon Championships resulted in tennis being responsible for 16.5% of the

offers.

• The beginning of the 2015 Ashes Test Series helped Cricket to 8.1% and Betfair’s decision to

offer price boosts on the All Ireland hurling and football championships gave GAA 6.3% of

coverage. Other sports such as golf, darts, UFC, motor sport, rugby, novelty betting, cycling

and boxing had marginal percentages and made up the remainder of the enhanced odds

offers for July.

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 Roger Federer is priced at 2/1 to beat Novak Djokovic in the Wimbledon Mens

Singles Final, meaning a £10 stake would return £30 if he won. The bookmaker may offer

enhanced odds 4/1 Federer to beat Djokovic, 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

Federer to beat Djokovic, 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.