Entain has predicted that cricket betting markets will experience a significant increase in trading in the final weeks of 2021, anticipating turnover from a number of different countries.
The FTSE250 gambling group believes that the onset of the 2021/22 Ashes Series in Australia, beginning today (8 December), as well as the start of the country’s domestic Big Bash League (BBL), will be a significant driver of cricket betting markets.
However, the Ladbrokes and Coral operator expects the majority of betting traffic to originate from Australia, with the former brand having prepared ‘new and exclusive media content’ for consumers in the country with 100 videos generating 232 million views.
Although other operators with more UK-focused marketing strategies could expect a more even split between Australian and British betting, or perhaps heavier trading from Britain, Entain has acknowledged that the time-difference means most fixtures will be played overnight in UK time.
Andrew Harriott, Cricket Trading Leader at Entain, said: “Cricket fans in both the UK and Australia most enjoy betting on who will lift the Ashes, with Australia entering this series as the strong favourites to win, but we also see fans from many other countries – notably South Africa and Germany – getting involved.
“While the Ashes are an iconic international fixture, the rise of short form white-ball cricket events like the Big Bash or IPL have captured fans’ interest creating exciting events that have helped grow the interest in cricket and generates the majority of betting interest from fans.”
Entain has detailed that it has taken over 28 million bets on cricket tournaments so far this year, with a number of tests, one day internationals (ODI) and Twenty20 fixtures taking place over the past 12 months.
The group now predicts that cricket bettors would wager half a million bets in December alone, coinciding with the Ashes and BBL, which would take the total number of bets placed on the sport to 3.3 million across Entain’s brands by the conclusion of the year.
In 2019 – prior to the COVID-19 pandemic, which severely impacted subsequent international and domestic cricket schedules – 3.2 million bets were placed on cricket across Entain’s verticals, with a notably strong performance in the UK due to England hosting the Ashes.