Sky Bet made an announcement about changes to its best odds guaranteed (BOG) promotion, which will now only be available to active members of the Sky Bet Club loyalty scheme. Starting on January 15th, customers will need to stake £30 within the previous week’s qualifying period in order to take advantage of this offering. Despite these changes, the operator expressed confidence in remaining competitive and highlighted the benefits of the Sky Bet Club.
This decision follows a trend among major bookmakers to either limit or remove the popular promotion. In October, Betfair, which is owned by Flutter, discontinued the option for horse and greyhound racing. In December, industry giant William Hill also limited the offering, reflecting the ongoing trend in the industry. It is likely that the promotion failed to incentivize customers to spend more, making it unsustainable in the long run.
Additionally, Sky Bet’s policy change also eliminates the 10% bonuses on winning forecasts and the 15% bonuses on successful tricasts. The operator had already stopped offering best odds guaranteed in races with additional each-way places, signaling a broader change. Sky Bet’s head of sports PR, Michael Shinners, addressed the modifications, acknowledging the industry-wide trends surrounding best odds guaranteed.
Shinners emphasized the integration of BOG into the Sky Bet Club, which he described as the leading loyalty scheme in the industry. He reassured customers that the most recent decision would allow most horseracing customers to continue enjoying the promotion, along with other premier offerings from Sky Bet.
When asked about potential implications where punters might increase their spending to access the promotion, Shinners reiterated that the Sky Bet Club has consistently required a minimum £30 stake per week for eligibility and expressed hope that the recent changes would increase participation in the program. He also highlighted Sky Bet’s ongoing support for racing, including the upcoming 2024 Sky Bet Sunday Series.
Despite the limitation of one of its most popular promotions, Sky Bet enters the year with significant momentum following a successful 2023. The operator concluded high-profile partnerships with leading leagues and suppliers, enhancing its competitiveness and maintaining its leadership position in the UK.
Sky Bet’s BOG policy changes align with industry trends amid rising media rights costs. The operator likely aims to provide more personalized customer service, increasing customer engagement and exposing more users to its loyalty scheme. While this move may not be popular with some bettors, Sky Bet likely hopes it will improve long-term profitability.