10Bet data dispels outdated perception of live betting audience

10Bet data dispels outdated perception of live betting audience

Monday, June 18, 2018 Posted by Luke Massey
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The operator disclosed data derived across a 12-month period

Those who place a pre-match bet on 10Bet are three times more likely to bet in-play on that game through the company's app or mobile website.

That’s according to data derived from 10Bet’s UK and international operations across a 12-month period (June 2017 to June 2018), which counters the general industry perception that live betting attracts a different audience to pre-event markets.

When assessing the differences between the period from 12 June to 11 December 2017, followed by 12 December 2017 to 12 June 2018, the operator found that the number of in-play bets placed on events on which the player had already placed a pre-match bet increased by 19%.

Meanwhile, the data also revealed that the average number of in-play bets had increased by 32% and the average per-event in-play volume went up by 24%, while the number of pre-event bettors who also place in-play bets enjoyed a 21% hike.

Upon disclosing the data, Chief Marketing Officer Oshri Kostiner also spoke about how 10Bet’s pre-event product ‘Create Your Bet’ and in-play innovation ‘Pulse Bet’ have combined to deliver higher margin across the board, achieved through steadily increasing combo ratios and in-play volume.

Launched early this year, Create Your Bet is a pre-match bet builder which allows players to combine up to six selections on the same event with real-time pricing, while Pulse Bet is a new in-play concept offering jackpot-style wins that increase as the seconds tick by.

“As one of the industry’s in-play leaders, it’s gratifying to see our ongoing investment in a world-class product paying off across all metrics,” Kostiner told TotallyGaming.com. “With the World Cup underway, we’re expecting to see even higher turnover from a range of key segments, thanks to the rollout of our latest pre-match and in-play features.”

Totally Gaming says: Since the introduction of in-play betting, the general industry perception has been that live bet types attract a very different demographic to pre-event markets. However, the latest data disclosed by 10Bet counters the theory that in-play bettors are casual or impulsive, while pre-event bettors are savvier. It also demonstrates that those who place a pre-match bet are three times more likely to bet in-play on that same game via the company's app or mobile website.

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