Entain, an international sports betting and gambling company, expects more than three million people across Europe to bet on the upcoming Euro 2020 Championship – this is twice as many bets compared to the 2018 World Cup.
The tournament kicks off on Friday 11th June 2021 and with UK customers having placed the most bets so far, almost half of fans believe France to be the top-favourite for the win.
Entain’s global data shows that with 1.5 million fans placing bets between January and May, France has attained the most winning bets to win the tournament – 28%. England follows with 20% and Belgium is placed third at 12%.
From total bets across all countries, 47% are on the winning nation and 15% are on the top goal scorer. England’s Harry Kane is set to be UK fan’s favourite for the leading scorer (23%), cutting close with Belgium’s Romelu Lukaku at 22%.
Interestingly, the database also shows that football fans from smaller European countries are more likely to bet on their national teams in comparison to fans from larger countries.
Monitoring most customer activity across its European brands, Entain for the first time ever has implemented in-house technology at an event of this size. The main aim is to allow the operator to gain “unique insight into the expectations and betting behaviours of fans”, in order to better tailor marketing offers and benefit the sports gambling experience.
Entain’s Chief Executive Jette Nygaard-Andersen said: “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”.
As a 2022 graduate studying Media, Marketing & PR, Nadia is a content writer with experience in freelance blogging and copywriting. It's her job to write news stories and create online gaming opinion reviews. You can find out more about her work here.
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