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Cheltenham Festival Winners 2021

It’s no surprise that online betting sites see an increase in traffic during the Cheltenham Festival. It’s one of the highlights of the British sporting calendar and a must be involved event for horse racing fans and casual players.

Using mobile data and insights, Skyrise analysts looked at which online betting sites saw the greatest increase in traffic in 2021.  

Tote ‘Ten to Follow’ leaves the online competition behind in 2021

With the festival taking place behind closed doors, with only owners allowed to attend, the 2021 festival was always going to be like no other. With online bookmakers all offering similar propositions, the scene was set for innovation to dominate.

Step forward the old stager – Tote. Traffic was up a staggering x 4.5 thanks in no small part to Tote Ten to Follow. The racing fantasy game, allowed players to enter stables of 10 horses whose real life performances earned them points across the festival; much akin to Fantasy Football. Crucially the initiative offered players a free version of the game for fixed prizes and £5 to enter. The more people who entered, the bigger the prize pot. 

With a history dating back to 1928, innovation isn’t the first thing one associates with the business, but in 2021 it certainly trounced the competition.

Cheltenham Festival Winners 2021

 

Use mobile data to analyse your competition

Coming in second place, Paddypower enjoy relative success for the festival, backed by consistent advertising, achieving a x 2.7 increase in site traffic week on week. 

Third, fourth and fifth places were close and held by Spreadex, Virginbet and Ladbrokes respectively. According to mobile network data run through the Skyrise platform, Spreadex and Tote share similar weekly traffic volumes, however Tote more than doubled Spreadex’s growth.

Now that COVID restrictions are lifted and Cheltenham has returned to normality for the first time in two years, who will be the winner in 2022?

Why Skyrise?

Mobile network data is unmatched in describing consumer behaviour, and with a vast dataset of 20m+ UK adults, Skyrise can help you understand your target audiences’ actual behaviours – their media habits, the channels and brands they love, where they are and when – and buy your media based on smarter knowledge. 

Talk to us to find out more. 

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