See which enhanced odds offers were available in July 2014. We analyse the offers and identify the bookmakers who made the most impact with their price boosts. See why we picked Paddy Power.

1. Paddy Power Named
Enhanced Odds
Bookmaker Of The Month
For July 2014
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2. Paddy Power
• Paddy Power is named Enhanced Odds Bookmaker of the month for
July 2014 in the inaugural enhanced odds betting offers report by
online betting service Freebets.com. The Irish Firm, which has
long been established as a punter friendly bookmaker, came out just
ahead of Titanbet and Betfair in a month which saw many enhanced
odds offers being promoted to attract new customers. With the 2014
World Cup in full swing, many of the offers were related to football,
but there were still plenty of enticing price boosts for horse racing
punters to get stuck into on top of enhanced odds offers for other
sports.
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3. About Enhanced Odds Offers
• Over the last 12 months there has been a huge shift in the gambling industry as more and
more firms have started to use enhanced odds offers to either accompany or replace free
bets as a means of acquiring new customers. Here at Freebets.com, we decided to
investigate which online betting operators provided the best proposition to any customers
making use of any such promotions. In order to do so we devised a formula to factor in the
maximum allowed stake, enhanced odds offered and probability of the punter placing a
winning bet. It is on this basis that we decide which offer is best and in turn, which offer
costs the bookmaker the most money. While in some cases existing customers can make
use of certain price boosts, the enhanced odds offers in this report were open to new
customers only.
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4. 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 England are priced
at 2/1 to beat Italy, meaning a £10 stake would return £30 if they win. The bookmaker may offer
enhanced odds 4/1 England to beat Italy, which would return £50 from a £10 stake, giving a punter the
opportunity 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.
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5. 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
England to beat Italy, 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 = £10. This is the measure we have used to calculate
which offers will cost the bookmakers the most, and are really are
providing the best value to the punters!
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6. The Top 4 Findings
• Paddy Power ranked July 2014 Enhanced Odds Bookmaker of the Month ahead of
Titanbet in second place and Betfair Sportsbook in third
• Betfair Sportsbook’s ‘9/1 Telescope To Win The King George VI & Queen Elizabeth Stakes’
offer is rated Enhanced Odds Offer Of The Month for July 2014.
• Paddy Power offered the largest odds enhancement in July with their ‘12/1 Colombia to
beat Brazil’ offer.
• Football was responsible for the majority of enhanced odds offers in July with 71% being
focused on the sport ahead of horse racing with 18%.
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7. July 2014 Enhanced Odds
Bookmaker Of The Month
• Paddy Power is named in top spot for July 2014 with enhanced odds offers from the Irish
bookie providing a higher cumulative value to first time punters throughout the month.
Despite not appearing in the top ten for Best Enhanced Odds Offers, the firm did provide
the biggest odds enhancement in July 2014 with their ‘12/1 Colombia to beat Brazil’ offer
and persisted to welcome new punters with great value price boosts throughout the
month. A major factor in Paddy Power and indeed Titanbet coming in ahead of Betfair
was that many of the latter’s enhanced odds offers were paid in free bets, thus offering a
less attractive proposition to the customer. In our analysis of the overall enhanced odds
bookmaker of the month we have excluded those paid in free bets. The graph below shows
only offers paid in cash and we can see that the three bookmakers we’ve mentioned were
stand out performers for enhanced odds offers in July 2014 against their competitors.
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8. July 2014 Offer Value by Bookmaker
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9. July 2014 Enhanced Odds Bookmaker Of
The Month - Free Bet Payback Inclusive
• When including enhanced odds offers paid in free bets, Betfair make
a remarkable jump from third to first place, eclipsing Paddy Power
with more than double the amount of value on offer in July 2014.
This data shows that Betfair are making a conscious effort to
increase their customer base using enhanced odds offers. Regular
punters may well be happy to utilise one such offer, whereas the one
time bettor could be put off by the need to place further bets before
being able to reap the benefit of the enhanced odds. This could be
part of Betfair’s thinking as they will naturally be hoping for repeat
purchases on the back of such generous offers.
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10. July 2014 Offer Value by Bookmaker
(including free bet payback)
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11. Enhanced Odds Offer Of The Month
• Betfair’s almost relentless approach lead to them providing the opportunity for new
customers to avail of a price boost of some kind on all but a few days during July 2014, so
it’s no surprise to see that they dominated the top ten best enhanced odds offers for the
month. Their ‘9/1 Telescope to Win The King George VI & Queen Elizabeth Stakes’ offer
not only provided one of the best overall enhancements (from 5/4) for the month, but when
cross referenced with the likelihood of coming off, was also rated the Enhanced Odds Offer
Of The Month for July 2014. William Hill were the only other firm to break into the top ten
in this category with a larger than normal £20 maximum stake on their ‘4/1 Brazil to Qualify’
offer, combined with a sizable enhancement from 10/11 which offered a relatively good
chance of the bet winning helping them to third best enhanced odds offer of the month.
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12. July 2014 Top 10 Enhanced Odds Offers
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13. Biggest Odds Enhancement Of The
Month
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14. July 2014 Top 10 Biggest Enhancements
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15. General Findings
• Coverage of enhanced odds offers by sport showed a distinct bias towards football in July
2014, which is hardly surprising with a number of hugely important matches taking place at
the World Cup in Brazil. Events of such nature create huge global interest and the
occasional punter is more likely to have a flutter as a result, meaning bookmakers were
perhaps willing to offer more enticing enhancements than usual. August 2014 sees the
beginning of the new domestic football season and it will be interesting to see how the stats
measure up in our next report. In total 71% of the enhanced odds offers for July were
aimed at football punters, with Newmarket’s July 2014 meeting and Glorious Goodwood
contributing to horse racing being the second most popular sport for price boosts with 18%.
As you can see in the chart below, sports such as cricket, UFC, Rugby League, darts and
tennis contributed to only a marginal amount of the enhanced odds offers for the month.
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16. Enhanced Odds Offers By Sport July 2014
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17. 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,
bet365, Betfair Sportsbook, Betfred, BetVictor, Betway, Boylesports, Coral, 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.
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18. • 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.
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