Should Betfair change its name to BetUnfair
Extended outages in the summer, voiding of bets and entire markets after the end of the event, and the increase in premium charges: Betfair is downgraded to 4.5 (5).
While in absence of competition it remains a good web site, the question is for how long?
Betfair recently voided a pre-season football match between Oxford and Everton after the match took place. The reason adduced was that Everton played with the reserves and should have been listed as Everton XI.
Customers on the Betfair forum called the decision to void the market after the end of the event “disgusting” and indicated that at least one, but probably two other matches in which teams that played with their reserves were not listed as such were not voided by Betfair, legitimizing a conspiracy theory that suggested that the void of the Oxford vs Everton match had more to do with which customer/s lost money in that match rather than the reason given by Betfair.
But the void of the match was nothing compared to the changes to the Betfair's premium charge, which now sees customers with lifetime net profits in excess of £250,000 pay commissions at rates of between 40% and 60%.
Even though the betting exchange claimed that the higher rates affect only around 500 customers, it is how Betfair justified the decision to raise its commissions that infuriated its customers.
Betfair said the new rates would apply only to those customers that pay less in commission than what costs the exchange to service them, either because they use the Betfair infrastructure extensively or they withdraw their winnings faster than new funds are added back by other existing or new Betfair customers.
In other words, Betfair is punishing successful punters for withdrawing winnings that belong to them.
As a punter on the Betfair forum pointed out, "Betfair have overdone the development of the site with things the average punter doesn't need but effectively has to pay for".
"Betfair should also look at its financial projections realistically rather than trying to please shareholders that are obviously disappointed after the company lost half of its value since floatation".
Furthermore, "the limitations in the exchange model are now becoming apparent" and none of the justifications Betfair is coming up with will help them recover the trust of their customers.
Betfair claimed the new premium charges are to help the exchange's losing customers to lose more slowly.
How does charging winning customers 60% have anything to do with losing more slowly for everyone else?
The company's CFO Stephen Morana suggested that the amendment to the pricing structure focused on a small number of individuals who have betting and trading patterns that have been getting around the existing premium charge.
A long time member of the Betfair forum put it best:
"The Betfair we registered with 10 years ago simply no longer exists...the company got it wrong and we now know that winners are no longer welcome."
Traditional bookmakers always accused to welcome only losers are apparently not alone anymore.
Betfair's former promise that "winners are always welcome" was withdrawn when the exchange introduced the first premium charges a couple of years ago. But now in a statement to the City, Betfair actually suggested that in the future it could develop "an integrated exchange and sportsbook combination". Whether Betfair will at some point complete a transition and become a fully fledged bookmaker or operate simultaneously as bookmaker and betting exchange remains to be seen.
Just like it remains to be seen whether the traditional bookmakers will then put on stage the funeral of the betting exchange.
And this is what it all comes down to: as long as Betfair operated only as a betting exchange and had no delusions to be anything else, it was a well respected brand that revolutionized the betting industry.
Then it started adding products it could upsell to its existing customers, such as poker, casino and games. And finally it became a public company and it stopped caring about its customers. Now it is all about making the most money and keep shareholders happy.
In absence of true competition it may well be that Betfair will continue to thrive, but if I was a Betfair executive I would at least listen what those customers that supported the company when it was only an exchange and remained loyal to it contributing to the successes Betfair has had over the years, have to say.
One of them, which also happens to be one of the 500 hit by the latest premium charge increase, recently wrote an interesting post on the Betfair forum.
Announcing that he was reluctantly taking his business elsewhere, he stated: "My main activity on a market is putting up unmatched backs or lays and laying off liabilities, therefore, I am doing my bit to create liquidity and stimulate matching activity. Betfair may believe that their brand, marketing or various site features draw people to the exchange but in reality all users care about is liquidity and website reliability. As long as it is worth their while operating here, regular traders will provide the liquidity which keeps people here and stops the competition growing. By pushing me elsewhere, Betfair lose my commission/20% PC and they lose the activity that my trading creates.
For the non PC customers who think it benefits them, how is the removal of successful traders going to improve their success rate?"
And again: "Up to now Betfair has a loyal customer base and consistent income stream from people who have been here for up to a decade. In my opinion, if Betfair continue to alienate winners they may end up with a customer base of sporadic punters and so the requirement to continually attract new customers increases signifcantly. And this is exactly what an exchange market is about: traders play a significant role in the liquidity of many racing markets, but as trading requires lot of resources a commission of up to 60% makes the actvity no longer viable."
Betfair introduced the 20% premium charge in September 2008 claiming it would cover costs incurred in providing the most successful customers such as traders and in-running punters a platform they could profit from.
Now with the raises of the premium charge and the reasons that accompany them, what Betfair is really saying is that if 60% won't be high enough, then they'll take even more.
So much for the Betfair Customer Commitment, a set of 14 promises the exchange made in June this year with the aim to deliver the best possible service for its customers.
Betfair CTO Tony McAllister recently told the BBC that complying with gambling laws in different countries is a challenge but adapting to foreign markets is vital.
But in between news of huge pay increases for management despite the company lost half of its value since it went public and the announcement that Chief Executive David Yu is stepping down, the last of key figures to depart the company in recent months, Betfair faces hard times ahead at home in the UK and not only abroad.
A reader of Bookmakers Review told me:
"When they came up with the premium charge back in time I was seriously pissed off. I just couldn't undestand the logic. They give big winners a significant discount in fees but then they take it back via premium charge."
He continued: "I know several big punters who will have problems with the new charge since it will turn their strategies from being profitable. If they lose some of the really [big] market makers they will face serious problems with their core business."
A recent poll among Betfair's employees revealed the exchange staff believes the company's management was lacking direction.
If they go back to the origins and start listen to their customers again, the company that changed the betting industry online and offline, still has a chance to regain its customers respect.
Until then, the name BetUnfair is more appropriate and reflects in a better way the direction the company is going.
Pierluigi Buccioli
Date published: 26 September 2011