Online betting odds comparison service Oddschecker benefitted from record monthly traffic during the World Cup, with the figure of 3.9 million unique users eclipsing the previous record set by a June ‘16 that included Brexit, Royal Ascot and Euro 2016.
England’s three knockout stage matches were the UK-based odds comparison site’s most popular games of the tournament, while results for all verticals surpassed that of the European Championships two years ago.
For instance, total World Cup page views were 269% higher than the Euros; free bets page views were 392% higher; and football tips page views were up 191%.
Oddschecker’s World Cup PR was similarly strong, after it scored content promotion with brands including the Daily Mail, Bleacher Report, the Washington Post, the Telegraph, the Daily Mirror, SportBible, ESPN, the Guardian, BBC Sport and The Independent.
Furthermore, the firm’s Head of Media Relations, George Elek, appeared twice on Sky News during the tournament, highlighting pre-match odds of England games and any odds movements in the outright markets. He also appeared live before the final on France24.
The firm also noticed that the tournament’s increase in penalties “cost bookies dearly,” with a normal frequency of 0.2 (one in every five games) rising to 0.35 in Russia.