Sky Bet recently announced adjustments to its best odds guaranteed (BOG) promotion, restricting access to active Sky Bet Club loyalty scheme members. Effective 15 January, customers must stake £30 within the previous week’s qualifying period to avail themselves of this offering. The operator was confident it would remain competitive despite these changes, highlighting the benefits of Sky Bet Club.

This decision marks the latest move among leading bookmakers to either limit or remove the popular promotion. October saw Flutter-owned operator Betfair axe this option for horse and greyhound racing. Industry giant William Hill followed suit in December, limiting the offering and setting this ongoing trend. The promotion likely failed to entice customers to pay more, making it unsustainable in the long run.

Sky Bet’s changing policy also eliminates the 10% bonuses on winning forecasts and the 15% bonuses on successful tricasts. The operator had already ceased best odds guaranteed in races offering additional each-way places, heralding the upcoming broader change. Sky Bet head of sports PR Michael Shinners addressed the modifications, highlighting ongoing industry trends.

Best Odds Guaranteed is an offer that many bookmakers have modified or even pulled altogether over the past 18 months.

Michael Shinners, Sky Bet head of sports PR

Shinners discussed the situation for Racing Post, emphasizing BOG’s integration into Sky Bet Club, highlighting it as the leading loyalty scheme in the industry. He added that the most recent decision would ensure that most horseracing customers could continue enjoying the promotion alongside more of Sky Bet’s premiere offerings.

Sky Bet Aims to Consolidate Its Bonus Offerings

When asked about potential implications where punters might increase their spending to access the promotion, Shinners reaffirmed that the Sky Bet Club has consistently required a minimum £30 stake per week for eligibility and that the recent changes would hopefully increase participation in the program. He also underscored Sky Bet’s ongoing support for racing, drawing attention to the upcoming 2024 Sky Bet Sunday Series.

Despite limiting one of its most popular promotions, SkyBet starts the year with significant momentum after a successful 2023. Last year saw the operator conclude several high-profile partnerships with leading leagues and suppliers, bolstering its competitiveness and allowing it to retain its leadership position in the UK.

Sky Bet’s BOG policy changes echo similar shifts made by other bookmakers recently, aligning with industry trends amid rising media rights costs. The operator likely aims to provide more personalized customer service, bolstering customer engagement and hopefully exposing more users to its loyalty scheme. While this move will likely prove unpopular with some bettors, Sky Bet likely hopes it will improve long-term profitability.

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