FPSM Survey Unveils DraftKings and bet365 as Leaders in Fairness Among UK and US Bettors

FairPlay Sports Media (FPSM) has recently unveiled the findings from its groundbreaking FairPlay Fair Betting Survey, casting new light on the preferences and perceptions of bettors in the United Kingdom and the United States.

This comprehensive study, which marks FPSM’s first foray into gauging bettor sentiment, involved around 500 participants from each country, carefully selected to represent a broad spectrum of the betting community within the legal age requirements for gambling.

The survey’s revelations pointed to DraftKings and FanDuel as leading the charge in the US for their perceived fairness, capturing 37% and 33% of the vote, respectively. Across the pond, bet365 emerged as the frontrunner, securing 40% of the UK bettors’ confidence, thereby positioning itself as the epitome of fairness in the sportsbook market.

This accolade is particularly noteworthy, considering the competition from other operators like SkyBet and Paddy Power, which trailed behind at 16% and 12% in the UK, respectively.

DraftKings & bet365 Lead in Fairness

Central to the study was the concept of ‘fairness,’ a nebulous term that FPSM sought to quantify and understand from the bettor’s perspective. It became evident that fairness isn’t just a buzzword; it’s a critical determinant in the decision-making process for selecting a bookmaker.

Bettors in both markets ranked ‘best odds’, ‘easy withdrawals’, and ‘ease of use of the site/app’ as the most crucial factors contributing to a fair betting experience. Notably, the emphasis on ‘easy withdrawals’ in the US perhaps reflects the market’s evolving nature and growing demand for transparency and convenience.

The disparity in perceptions of unfair treatment between the two markets was stark; while only 16% of US bettors reported feeling unfairly treated by an operator, over half of the UK respondents shared this grievance. This significant difference underscores the varying challenges and expectations faced by bettors in mature versus emerging betting markets.

Group CEO Stuart Simms’s reflections on the survey shed further light on the findings. Simms underscored the critical role of fairness in establishing and maintaining a strong relationship between bookmakers and their clients. The survey not only confirmed FPSM’s anticipation that the fairest operators would lead their respective markets but also suggested that the UK, despite its maturity, could stand to enhance customer service based on insights from the US market.

Simms’s comments highlighted a shared understanding of fairness across the Atlantic, with both markets valuing honor, respect, and transparency in their dealings with sportsbooks. This cross-market insight into the psyche of bettors emphasizes the universal importance of being treated fairly, not merely as a regulatory requirement but as a cornerstone of customer loyalty and retention.

Conducted between January 5 and February 6, 2024, the FPSM survey offers a unique window into the evolving landscape of sports betting, capturing the voice of the bettor in unprecedented clarity and depth. As the industry continues to grow and adapt, these insights into fairness and the factors that influence bettor loyalty and satisfaction are invaluable for operators aiming to lead in their markets.