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How Euro 2016 Has Triggered A Spike In In-Play Betting

July 05, 2016

- Grant Whittington

In recent times, we have seen a huge surge in in-play betting markets, particularly in team sports such as football. This has also been driven by significant advertising campaigns, which have centred on live games and major tournaments across the globe.

This has been evident both in the build-up and throughout the duration of the European Championships in France, with reports showing huge spikes in specific search trends relating to in-play markets since the beginning of June.

The Rise of in-Play Betting

Let’s start with a basic assertion; in-play betting has evolved considerably since its emergence over the course of the last decade. Much of this is down to the popularity and diversity of in-play markets, and Google Trends data supports this fact. Typically, interest peaks towards the end of the football season and during major summer tournaments, with Euro 2016 no exception to this rule.

Since June 1st, we have seen certain search terms almost double as the European Championships finals fast approached. This trend has also continued since the tournament’s commencement on June 10th, with ‘live betting’, ‘live bets’ and other, in-play variations showing huge and noticeable spikes. This information not only highlights the popularity of specific in-play markets and the concept of live betting as a whole, but it also provides invaluable insight that enables betting firms to tailor their promotional and SEO efforts.

During the Euros, we have also seen specific football terms peak in relation to in-play searches. These sit alongside branded terms, with popular bookmakers such as Bet365, Sky Bet, Ladbrokes and William Hill also featuring prominently in the SERPs (search engine result pages). The latter tend to indicate a brand preference, making it relatively easy to determine which companies offer the most popular and diverse range of in-play markets. All of this data can be analysed to reveal in-depth trends and betting behaviours, helping companies to refine the in-play markets that they offer even further in the future.

Why in-Play will remain long after Euro 2016 is Over

While we may see in-play search peaks during major tournaments or significant football matches, there is no doubt that live betting will retain its popularity long after the current Euros have finished. We can perhaps expect the market to gain further momentum in the new Premier League season, particularly with Pep Guardiola arriving, Jose Mourinho returning and the success of Leicester City creating a more open betting market than ever before.

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