Euro 2020 – ups and downs!

Fri, 02 Jul, 2021

With the unique opportunity of having an extra year of preparation, Kindred Group set a clear benchmark that stability, speed and performance of the product would be the most important elements when going into the biggest event to date in Kindred’s history. Whilst getting ready for the Euro 2020 tournament that was the focus, we also managed to deliver some great features such as Bet Share and Watch and Bet 

Now, we can proudly look back at the initial phase of Euro 2020 without any incidents related to the increase of activity and betting opportunities across all of our markets.  

The group stage started off firmly to the benefit of our customers, celebrating the early wins of favourites and the majority of results going against us. But since, we have seen some big upsets and the knock-out phase has offered some surprising results. For example, Sweden had 75% of all bets in the match ending a draw against Ukraine.   

Placing bets

During the France vs Switzerland game, we also got to see a new and unique penalty offering, where customers can place a bet on the outcomes of each individual penalty (goal, woodwork, miss, save). This has proven to be a success and popular amongst our customers.  

France was the team getting the most bets to win the tournament, but are now knocked out, whilst Mbappé - the player who received the most bets on scoring the most goals, failed to score in the competition. Danish and French customers have been the most patriotic in terms of bet placement, backing their teams to win the tournament more than any other market.  

With France and Portugal out of the competition, England has now re-taken the lead as odds on favourites to win the Euro 2020, helped by the fact they have a home advantage if they reach the semifinals. They caused a big upset with 53 per cent of Unibet customers thinking Germany would manage to win during regular time.   

Despite an early holiday for Cristiano Ronaldo, he is still a favourite to bag the top scorer award with his 5 goals in the tournament. Although, of course, he can no longer add to his tally. 

In line with other operators, we have seen increased popularity around pre-match betting (e.g., placing bets before the match has started), and a bigger proportion of bets being Bet Builder coupons (more than one outcome from one event). 

Early indications

Early indications of bets for the Quarterfinals.  

  • 60% of current bets on Belgium (vs. Italy)
  • 65% of bets on Denmark (vs. Czech Rep)
  • 70% of bets on England (vs. Ukraine)
  • 57% of bets on Spain (vs. Switzerland). 

We are looking forward to the upcoming quarterfinals, and right now Belgium vs Italy is the most popular match amongst the four in terms of turnover. Things might change, but as it stands right now, the trophy has a good chance of "coming home" to England.  


  • Andreas Reimblad
    Head of Sportsbook