New research from Bettormetrics shows that challenger sportsbooks are starting to narrow the gap on FanDuel and DraftKings in the US market. Based on performance data from the first four months of 2025, bet365 leads in pricing while Fanatics ranks highest for uptime.
Good to know
- Bet365 posted the best pricing value with a 5.3% overround.
- Fanatics topped uptime with 87.1%, beating DraftKings by a slim margin.
- DraftKings led on Green Time, a key profitability metric.
Bettormetrics, an analytics firm specializing in sports betting, used AI to analyze key indicators such as overround, uptime, Green Time, and Shading Time. The research covered major sports leagues including MLB, NBA, NFL, NHL, English Premier League, and the Australian Open.
Bet365 came out strongest on overround, a metric used to assess the value of betting odds. It recorded a 5.3% overround, edging out FanDuel and Caesars (both at 5.7%), DraftKings (5.8%), and ESPN BET (6.3%). BetRivers posted the weakest result with 7.5%.
Fanatics ranked highest in uptime, or the percentage of time odds were available on at least one selection. The operator scored 87.1%, narrowly beating DraftKings at 87%. Bet365 followed at 85.3%, ahead of FanDuel’s 84.7%. ESPN BET and BetRivers also edged out FanDuel in this category.
Mixed Results on Shading and Green Time
Shading Time, which reflects the percentage of games with unprofitable pricing, placed ESPN BET at the top with 2.9%. Bet365 performed poorly in this area at 8.8%, just behind Caesars at 8.9%.
Green Time offered further insights into customer value by showing how long operators provided profitable odds. DraftKings led with 84%, followed by BetRivers at 83.4% and ESPN BET at 82.5%. Fanatics and FanDuel posted 80.8% and 79.6% respectively, while Bet365 came in at 76.4%.
Bettormetrics Commentary
Robert Urwin, CEO and co-founder of Bettormetrics, commented, “A lot of attention is being put on the brands closing the gap, so we looked at three distinct use cases – bet365 with its global experience, Hard Rock with its Florida monopoly, and Fanatics with its cross-sell acquisition opportunity through non-betting channels.”
He added that the market shows no “one-size-fits-all” model for success, with each brand adopting different strategies to grow.
Sports trading analyst Alfie Arrand also weighed in: “While DraftKings and FanDuel are clearly well ahead in both performance and across our metrics, the U.S. market is hotting up as rival sportsbooks look to differentiate themselves to close the gap.”
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