In this analysis we take a look at the enhanced odds offers that were made available from bookmakers around the UK. See which bookmaker came out on top! http://www.freebets.com

1. Betfair Sportsbook OnTop Again
In May 2015 Enhanced Odds
Report
www.freebets.com

2. May 2015 Enhanced Odds Report
• More offers, more often gave Betfair Sportsbook the edge in May’s Industry analysis of enhanced odds offers
conducted by Freebets.com
• May featured a whole range of big betting events across a variety of sports and Betfair came out on top having
seized every available opportunity to push a price boost to try and bring in new customers. Runner-up in our
research, Paddy Power, still had plenty to shout about despite being slightly more selective in their approach and
prospective punters were able to take a chance on some impressive enhancements from the Irish bookie
throughout the month. 888Sport took third place with a number of event-specific boosts to promote the treble
odds welcome offer, which can be used to bet on any market and is awarded in cash as opposed to free bets.
• The month began with Mayweather v Pacquiao which resulted in a number of boxing enhancements, followed by
political price boosts centred around the 2015 UK General Election. There were also a fair amount of tennis offers
relating to the 2015 French Open along with promotions for rugby, golf and darts, but football remained the main
focus as the domestic season came to a close.

3. TheTop 4 Findings From Freebets.com
May 2015 Enhanced Odds Offers Report
• 1. Betfair Sportsbook ranked May 2015 Enhanced Odds Bookmaker of the Month ahead of Paddy
Power in second place and 888Sport in third
• 2. Paddy Power provided the best enhanced odds offer in May with new punters able to stake up
to £10 on '9/1 NorwichTo Be Promoted' as opposed to the generally available odds of 4/5.
• 3. 888Sport provided the largest enhancement in May with '60/1 Federer To Win French Open'
offering new customers up to £400.00 in potential extra winnings.
• 4. May was packed full of sporting variety, yet football continued to attract the most coverage
with 77.2% of price boosts across the month attributed to the sport, putting it well ahead of
boxing, horse racing, tennis and rugby.

4. May 2015 Enhanced Odds Bookmaker
OfThe Month
• May’s report analysed a total of 242 price boosts from online bookmakers offering £5,108.24 in
enhanced odds value, which was a marked increase on the previous month's 131 offers
representing £2,542.50 of price boosts.
• Accounting for in excess of 32% of those boosts, Betfair offered a staggering 78 enhanced odds
offers in May, which was some way ahead of Paddy Power’s 42 and 888Sport’s 41.
• Almost doubling the amount of offers than the nearest competitors undoubtedly won the day for
Betfair and we can see from the graph below just how keen the firm is to increase its customer
base. Betfair even supplemented their enhancements with money back on losing stakes as a free
bet and the opportunity to earn a further £100 in free bets as additional incentives to tempt in new
players.

5. Number Of Enhanced Odds Offers
By Bookmakers In May 2015

6. May 2015 Enhanced Odds Bookmaker
OfThe Month
• An aggressive approach may have kept Betfair on top for the month, but Paddy Power definitely deserve a mention for
providing the most compelling enhancements throughout May. In fact, had the Irish firm not been outdone in terms of
volume, then they would have been ahead of Betfair according to our research, and by quite a considerable margin.
• In many cases Paddy Power’s offers also carried a free bet refund, but it was the enormity of the enhancements which
caught the punter’s attention and led to the firm dominating our Top 10 Enhanced Odds Offers and making a bold showing
in ourTop 10 Biggest Enhancements for May, both of which are discussed in more detail later in this article.
• The graph below shows data resulting from our algorithm for enhanced odds offers in May 2015 which were honoured in
both cash and free bets, indicating that Paddy Power was much closer to Betfair when comparing the value of price boosts
offered.
• Ladbrokes were seventh in terms of the amount of enhancements available, but clearly placed an emphasis on their pricing
to be rated fifth on value, while the remainder appear to follow a similar pattern to the above graph with the available
enhanced odds value relative to the number of offers promoted.

7. Value Of Enhanced Odds Offers By
Bookmakers In 2015

8. Enhanced Odds Offer OfThe Month
• Paddy Power were unlucky to miss out in this section last month, but continued to promote the
most appealing offers throughout May to blow the competition away and occupy all but one of
the slots in our top 10. The offer of '9/1 Norwich To Be Promoted' was the pick of the bunch with
punters able to stake £10 on the boosted odds as opposed to the generally available 4/5. That
came in slightly ahead of another cracking price boost from Paddy Power, the offer of '9/1 Messi To
Score Anytime v Bayern Munich' allowing new players to back the Barcelona striker to get on the
score-sheet in the Champions League at hugely enhanced odds compared to the standard price of
5/6.
• After promoting the best offer in April, Boylesports produced another good showing to be the
only other bookie in our top 10 with '8/1 Liverpool & Man Utd Double' giving punters a sizeable
enhancement on the normal odds of 8/11 for both teams to win their Premier League matches.

9. May 2015Top 10 Enhanced Odds
Offers

10. Biggest Odds Enhancement OfThe
Month
• 888Sport and Paddy Power were responsible for all but one of the top 10 enhancements for the
month, with social community based bookie Favourit also in on the act.
• 888Sport’s '60/1 Federer To Win French Open' was far and away the biggest boost of the month
with any punters taking up the offer with the maximum permitted £10 stake standing to win an
additional £400 compared to placing the bet at normal odds. Favourit allowed up to £20 stake at
'29/1 Federer To Win French Open' giving a potential £220 extra as one of their promotions on the
‘Big Four’ at Roland Garros.
• Paddy Power’s focus was on enhanced football accumulators and five of the firm’s boosted
multiples made it into the top 10, with '28/1 Chelsea, Man City, Arsenal & Man Utd' being the
biggest enhancement and representing a potential £230.30 in additional winnings.

11. May 2015Top 10 Biggest
Enhancements

12. General Findings
• Compared to months gone by, there was a lot more diversity in the enhanced odds offers for May with no fewer
than nine different categories covered by online bookmakers.
• Boxing hit the headlines with Mayweather v Pacquiao dividing opinion of even casual fans of the sport and there
were a quite a few enhancements targeted at the ‘Fight of the Century’ in Las Vegas. This helped boxing to
account for 6.1% of the offers in May, ahead of horse racing (4.3%) and tennis (4.2%).
• The Aviva Premiership and RaboDirect Pro-12 finals took centre stage for Rugby (3.1%) and a handful of golf
offers (2%) represented slightly more than politics (1.6%) with the UK General Election attracting a different
betting audience to the norm.
• Darts and Motor Sport accounted for only a marginal percentage and football was once again the most covered
sport with 77.2% of offers thanks to the Premier League, Football League Play-Offs, Champions League semi-
finals, Europa League Final and FA Cup Final providing a stack of big betting events throughout the month.

13. General Findings

14. How Enhanced Odds OffersWork
• 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 Juventus are priced at 2/1 to beat Real Madrid in the Champions League, meaning a £10 stake
would return £30 if they win. The bookmaker may offer enhanced odds 4/1 Juventus to beat Real Madrid, 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.

15. HowWe CalculateValue OfThe 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 Juventus to beat Real
Madrid, 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 are really are providing the best value to the punters!

16. AboutThe 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.
• 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.