SBC News Voice of the Sports Betting Industry
A deeper player props offering, including a unique penalty shootout market, has driven LeoVegas to its highest ever daily turnover during this summer’s World Cup.
The mobile-focused operator has kept its growing player base engaged with expanded player performance markets powered by Kambi, such as the number of shots on target, fouls committed, offside infringements, total sprints and pass completion.
Meanwhile, Kambi has provided a unique in-play market for the dreaded penalty shootout, of which we have already seen four in Russia. Betting on the next penalty to be scored or not is commonplace in the industry, but through Kambi LeoVegas has been able to offer a deeper ‘next outcome’ bet on each penalty, including whether it will be missed, saved or hit the woodwork.
This increase in player props, combined with multiple in-play markets around the hotly debated Video Assistant Referee (VAR), has undoubtedly contributed to this turnover peak, as well as huge interest in LeoVegas’ ‘LVFC Summer Edition Leaderboard’.
This campaign has encouraged players to plot their own World Cup journey towards a share of €100,000. All players who placed 50 qualifying bets (minimum 1.5 odds and €20 stake) on the group stage matches received a bonus for every fifth bet and progressed to the tournament’s playoff stage.
During the playoff period, the player with the highest points will win a cash prize, with points calculated through the following formula: stake x odds x number of selections.
Example for a 3-fold with odds 5.25 and stake €25 would mean 25 x 5.25 x 3 = 393.75 points. Having verified the standings after Sunday’s final, the top player will take home €50,000, while second will win €25,000 and third place €10,000.
Riku Jokela, LeoVegas Head of Sports Operations, said: “This campaign performed significantly better than expected, with double the amount of estimated players satisfying the 50 bets and qualifying to the playoffs stage. During this period, LeoVegas Sport had an all-time high daily turnover, including the highest turnover for a single event around Germany’s comeback win over Sweden.
“When looking at all the sport events pushed since the launch of LeoVegas Sport, a substantial amount of the 2018 World Cup matches have ranked as the best performing events for the company.”
