Hard Rock, Fanatics and bet365 become the new rising trio

The landscape of US sports betting is on the brink of transformation with the rise of challenger brands like Hard Rock, Fanatics, and bet365, as indicated by a thorough analysis from Bettormetrics.

Bettormetrics, renowned for its competitive trading intelligence and insights into the sports betting industry, conducted an extensive examination of various sports within the first four months of the year. This analysis encompasses key leagues including MLB, NBA, NHL, and NFL, along with significant international events such as the Australian Open in tennis and the English Premier League.

The study scrutinized major players in the US regulated sports betting market, including industry titans such as FanDuel, DraftKings, BetMGM, Caesars, BetRivers, ESPN BET, alongside the emerging competitors, Fanatics, Hard Rock, and bet365.

By focusing on four pivotal metrics for Moneyline Markets—Uptime, Overround, Green Time, and Shading Time—Bettormetrics ranked each operator, providing a comprehensive overview of the best-in-class pricing strategies and market availability.

**Defining Key Metrics**

• Uptime: This metric reflects the percentage of time each bookmaker offers odds for at least one selection in a match, indicating periods when the market is active versus suspended.
• Overround: The sum of the implied probabilities associated with each bookmaker’s market odds, this measure usually signifies the operator’s expected return on turnover.
• Shading Time: A unique Bettormetrics statistic that outlines the duration during which a bookmaker’s prices deviate significantly from the market average, indicating potential unprofitability on at least one selection.
• Green Time: The share of a match in which odds are available on at least one selection, with no prices deemed unprofitably low.

Currently, DraftKings and FanDuel dominate the US online sports betting market, forming a duopoly that is nearly unparalleled globally. Together, they account for more than two-thirds of the nation’s digital handle and nearly 80% of Gross Gaming Revenue (GGR). However, three brands merit closer scrutiny as they attempt to carve out their niches.

Fanatics has recently captured market share, increasing its Handle Share from 5.2% to 6.7% within a quarter. Hard Rock is poised to expand its influence beyond its current stronghold in Florida, while bet365 is a particularly intriguing case. After withdrawing from several markets amid speculation of an impending sale or IPO, bet365 now appears to be strategically repositioning itself for a renewed push into the US landscape.

**Strategic Differentiation in In-Play Trading**

Bettormetrics’ research highlights how these operators are employing unique in-play trading strategies to compete with market leaders DraftKings and FanDuel.

In terms of Uptime, Fanatics emerged as the top performer, surpassing both FanDuel and DraftKings. ESPN Bet, bet365, and Hard Rock also demonstrate strong uptime capabilities, while Caesars and BetMGM lagged by 5-7% in this vital metric.

In terms of Shading Time across all sports, the three highlighted brands reported notable figures. By contrast, ESPN BET led the market with a shading time of under 3%. Notably, bet365 displayed significant deviation in major US sports, specifically the NBA and NFL, for approximately one-sixth of the game duration, while Fanatics distinguished itself in NBA offerings and Hard Rock became noticeable in tennis markets.

DraftKings excelled in Green Time, benefiting from its performance in Uptime and Shading Time metrics. Fanatics closely followed with an uptime exceeding 80%, while Hard Rock and bet365 hovered in the high 70% range.

Regarding Overrounds, bet365 seems inclined to pursue aggressive pricing strategies, averaging 5.3% across six competitions, while BetRivers and ESPN BET positioned themselves at the softer end of the market spectrum.

Insights from Industry Leaders

Robert Urwin, CEO and co-founder of Bettormetrics, remarked:

“The dominance of the two major US sports betting operators is a rarity in regulated markets. However, the attention on emerging brands is intensifying, prompting us to analyze distinct strategies—bet365’s global expertise, Hard Rock’s Florida stronghold, and Fanatics’ cross-selling potential through non-betting channels.”

“This indicates that success in the sportsbook industry is not one-size-fits-all. A comprehensive analysis of diverse strategies allows us to clearly identify each operator’s strengths and weaknesses.”

Alfie Arrand, Sports Trading Analyst at Bettormetrics, added:

“Thanks to Bettormetrics’ robust technology and high-quality data sources, we can conduct deep analyses and provide valuable perspectives on the trading strategies of competing sportsbooks. Although DraftKings and FanDuel are leading in performance across our metrics, the US market is heating up as rival sportsbooks aim to differentiate themselves and close the competitive gap.”

Bettormetrics actively monitors and analyzes thousands of live in-play sports betting events each week, enabling traders and analysts to identify deficiencies that can directly impact sportsbook revenues and profitability.