10th Jun 2021 08:25
(Alliance News) - Bookmaker Entain PLC said Thursday its expects 3 million people to place a bet on the delayed 2020 UEFA European Championships - which is roughly twice as many as bet on the last World Cup in 2018.
Entain noted its UK customers have placed the most bets, with over 50% of all bets coming from the UK. It also noted roughly as many UK fans have put money on France to win the tournament as those betting England.
Overall among Entain customers, France has so far attracted the most bets to win the whole tournament, at 28%, followed by England, at 20%, and Belgium at 12%.
"Most betting will be after the tournament starts, and we expect to see roughly twice as many fans placing bets on the Euros as in the last World Cup, reflecting the growth of our business in the past three years," said Chief Executive Jette Nygaard-Andersen. "With offers across most countries taking part we're perfectly placed to offer fans exciting experiences."
The Ladbrokes owner said it will be hosting almost all customer activity across its European brands on in-house technology for the first time.
"This gives Entain a unique insight into the expectations and betting behaviours of fans across the majority of countries taking part in the tournament, which it can then use to tailor its offers and their experiences accordingly," it added.
The tournament will run for a month, kicking off tomorrow when Italy plays Turkey.
Shares in Entain were down 0.6% in London on Thursday morning at 1,761.71 pence each.
By Paul McGowan; [email protected]
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