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  • Betdaq promised liquidity

    Betdaq promised more liquidity when Ladbrokes took them over,and again when they merged with Ladbrokes Exchange.So far I see a bit more liquidity on the exchange - but if there is anything more than that it is for multiple bets only.

  • Very true - liquidity hardly seems to have improved at all since the takeover. I guess it's still a bit early to judge whether the introduction of the new Ladbrokes exchange will make any difference, although I would be surprised if it does. Ladbrokes seem to be counting on their sportsbook customers switching to their exchange in large numbers, but many of these customers will already have a Betdaq account and those that don't are probably not interested in exchange betting in any case. It's also worth bearing in mind that new Betdaq customers are only charged 3% commission whereas the Ladbrokes exchange has set its base commission rate at 5%.

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    • TBF they still promise more liquidity when they complete the merger with Ladbrokes exchange.I'm guessing that this is more from Ladbrokes rather than their exchange customers.
      Hopefully,they must realise that they need some sort of competitive advantage - lower commission - in order to take business from Betfair.

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      • @quincunx - agreed. They need to have liquidity and better commission rates that betfair. They don't on both counts. Any exchange wanting to take on Betfair will lose, it happens time and again. They have no chance. The only way would be to add liquidity and not alienate the high turnover punters that betfair have done. Appealing to these players would be the only way to make a real go at it. Not going for the average punter. They don't spend anything on marketing and product is not as good.

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        • Yes, I fully agree. It will be very interesting to see how this plays out over the coming months. We've all noted that Betdaq's liquidity scarcely seems to have improved since the Ladbrokes takeover. What is more, the early indications (and I realise that the Ladbrokes exchange has only been operational for a few weeks) are that the combined forces of Ladbrokes and Betdaq are struggling to make even the smallest dent in Betfair's domination of the exchange market. If this continues, then Ladbrokes are potentially going to be facing a dilemma. Do they effectively give up trying to become a major player in the exchange market (and maybe even sell off Betdaq and close their own exchange), or do they throw some serious money at the exchange arm of their business in a concerted attempt to boost liquidity and ultimately to topple (or at least rival) Betfair as the market leader? One thing is for certain, Ladbrokes' new found commitment to the exchange market is going to be severely tested over the next twelve months.

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          • They seem to have suspended betting on the Test Series [cricket] between England and Australia - this is after they revised their odds following the first test.This does not suggest an adventurous spirit and a willingness to take on the market.

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