International Breaks Proved More Profitable Than Expected for Betting Companies

For Premier League fans, the international break is often seen as an unwelcome interruption. For betting companies, however, this period is increasingly turning into an opportunity worth celebrating. Liam Normanton of Ivy Bet says the September and October international breaks produced commercial results above expectations and attracted an audience separate from the Premier League.

According to Normanton, a drop in activity had been expected. However, the break weekends stayed within the range of normal club weekends and at times even fell below quieter weekends. The distribution of markets was also different. While a wide range of markets stood out on Premier League weekends, in international matches the basic questions of who would win and how many goals would be scored came to the fore.

International match days are said to add a meaningful share to total activity. Average bet sizes were at a similar level, only slightly more modest. The real surprise was the profitability of the break weekends for the companies. On this measure, break weekends performed very well compared with club weekends.

The interview also covers the betting trends that arise from international matches and why simpler markets attract interest. Normanton also explains how operators can use these opportunities to win new customers and build long-term loyalty.