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THREE MONTHS AFTER easyGroup's (owner of easyJet) October 2024 launch of easyBet.net in partnership with Matchbook, a key question remains: can this new exchange help solve the persistent liquidity challenges that plague betting exchanges?
While Betfair has maintained dominance in the exchange betting space since pioneering the model in 2000, other exchanges like Matchbook have historically struggled to generate sufficient liquidity to compete effectively. The issue is fundamental to exchange betting – markets need enough traders taking both sides of bets to function efficiently.
The platform shares Matchbook's liquidity pool, meaning easyBet effectively serves as a new front-end for Matchbook's established exchange. While this integration alleviates concerns about starting from scratch, the fundamental liquidity challenge that all betting exchanges face remains.
The exchange liquidity challenge is famously circular – serious traders need deep liquidity to operate, but that liquidity only comes from having enough active traders. While easyGroup brings massive brand recognition from its budget airline and other consumer ventures, the question is whether this can meaningfully expand Matchbook's existing user base to create deeper markets that in turn attracts more traders to its platform.
While Matchbook’s liquidity provides immediate market depth, it also raises considerations for easyBet traders. Reports have circulated of Matchbook trading its own book on their exchange, with some users claiming account closures after sustained winning periods. This differs from Betfair's model and could impact long-term viability for successful traders considering easyBet.
Interest in the platform's success extends beyond just easyGroup and Matchbook. More viable exchanges could benefit the entire exchange trading ecosystem by increasing competition and reducing commission rates. Currently, Betfair's dominant position allows it to charge premium commission rates of up to 40% on its most profitable traders which mainly claim are too high.
For traders, the key metrics to watch will be liquidity depth in secondary markets and during off-peak hours. While most exchanges can maintain decent liquidity for Premier League matches and other major events, the real test comes in lower-tier competitions where value opportunities often exist.
As we move deeper into 2025, the partnership's ability to solve the liquidity puzzle could reshape the exchange betting landscape. Success would likely require significant investment in proprietary market-making and partnerships with third party market makers, user acquisition and aggressive commission policies to attract liquidity providers. Whether easyGroup has the appetite for such investment remains to be seen.
Written by
Co-founder of Pinnacle Odds Dropper and creator of The Steam Report which is a weekly advantage betting newsletter
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