I found it odd that I went to the main Betfair.com site yesterday and was immediately confused as to what to do.
I could not find the exchange!
This was until I looked closer and saw that there is now a small link “Go To Exchange” in the top left hand corner which is a pretty odd place to put it.
This looks like a clear sign to me that Betfair are no longer as interested in pushing the exchange as their main product anymore. Moving the link to the exchange to that part of the screen and making their “Sportsbook” their main product makes you feel they are going to be phasing the exchange out or at least focusing on it less.
I doubt Betfair will ever actually get rid of the exchange but moves like this will not help it to grow that is for sure.
Unless, they feel that they can attract more casual punters in via the sportsbook and then convert them into exchange users?
What makes all this worse is they are now pushing “Traditional” fractional odds on their main screen as opposed to decimal odds. Betfair played a huge part in making decimal odds more “mainstream” but this looks like another huge step back.
Who knows what they plan to do but it seems like Betfair are fast becoming the polar opposite of what they originally were.
You may remember lots of advertising from Betfair used to focus on the fact you were betting against other punters however those adverts are not to be seen now as they push their “cash out” function mainly.
It remains to be seen if this move by Betfair will affect the liquidity on the exchanges but I do fear it will mean there are less new traders getting involved in the long term as less people will actually know it even exists!
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