In September 2025, Bettormetrics released research showcasing how sportsbooks are adopting various trading tactics in NCAA and NFL markets to challenge industry giants like DraftKings and FanDuel. Notably, Caesars has taken the bold step of reducing its Overround margins to 5.0%, a move designed to attract more bettors, though it also increases their risk exposure by extending Shading Time to 21.5%.
The early data from the 2025 NFL season underscores a noticeable shift in operator strategies, as sportsbooks strive to differentiate themselves in a competitive landscape. Caesars’ decision to slash its margins reflects the most aggressive price cut among major players, but this approach has resulted in periods where their odds deviate significantly from the market consensus. This has opened the door for emerging competitors like Hard Rock and Fanatics, who have significantly improved their availability metrics. Fanatics has even secured the second spot behind DraftKings in terms of Uptime, while Hard Rock steadily closes the gap on the market leaders.
By contrast, BetRivers remains an outlier with its Overround of 7.9%, marking a half-point increase from 2024 levels. This approach diverges sharply from the industry’s trend toward tighter margins, making BetRivers’ strategy a subject of scrutiny.
“Football is the make-or-break arena for US sportsbooks, and these shifts are crucial. DraftKings leads with impeccable Uptime and pricing integrity, while FanDuel finds success with its strong margin profile,” noted observers. Challenger brands are adjusting their strategies—some are narrowing margins, while others focus on availability—as they attempt to catch up with the duopoly.
Sabin Brooks, Bettormetrics’ Chief Revenue Officer, pointed out that trading performance is pivotal to success in the United States’ critical betting markets.
When it comes to bet365, the company maintains a contrarian approach by combining the lowest Green Time with high Shading Time, indicating a robust confidence in their global in-play trading capabilities. By sticking to an aggressive pricing policy that often leads to market divergence, bet365 demonstrates its confidence in its trading expertise across multiple jurisdictions, setting itself apart from more conservative approaches.
Meanwhile, DraftKings continues to raise the bar with unmatched Uptime and Green Time metrics, showcasing their superior capability to keep markets open longer while maintaining profitable odds compared to competitors.
In NCAA football, the trading landscape presents its own challenges. While DraftKings further tightened its grip on NCAA trading, BetRivers improved its Uptime by 17% but increased its Overround to 8.2%, which poses a challenge in terms of pricing perception. Despite lagging behind NFL offerings, NCAA trading performance has seen notable improvements. BetRivers notably achieved a dramatic increase in Uptime while keeping its Shading Time second-lowest, though its margin expansion to 8.2% could be seen as a drawback.
bet365 continues its aggressive trading strategy with Shading Time reaching nearly 25% of total availability in NCAA markets, setting it apart as an outlier among its peers. This mirrors its approach in the NFL markets, maintaining a pattern of bold trading tactics.
Challenger brands in NCAA markets are following different paths to improvement. Fanatics significantly boosted its Uptime but faced rising Shading Time, while Hard Rock managed to increase Uptime while reducing Shading Time, showcasing its unique approach to gaining market share.
“What makes this data interesting is the inherent trade-offs. Caesars’ reduced Overround looks appealing, but it coincides with increased Shading Time. BetRivers improved availability but saw its margins widen. It highlights the delicate balancing act in trading major sports in America,” noted Alfie Arrand, a Sports Trading Analyst at Bettormetrics, on the complexity operators face when adjusting their strategies.
Analyzing the market structure, NCAA trading lags behind the NFL by over 10% in average Uptime across operators, though the expanded playoffs present opportunities for improvement. The data reveals structural differences between NCAA and NFL trading performances. The NFL benefits from official data and its popular appeal, resulting in higher Uptime, tighter Overrounds, and greater operator confidence in market-setting.
The expanded playoff format in NCAA football, along with more high-profile matchups, provides sportsbooks with opportunities to close the performance gap with NFL offerings. This evolving landscape offers more betting opportunities while pushing operators to develop more sophisticated trading strategies.
BetMGM, meanwhile, shows steady progress without dramatic innovations, solidifying its position as a strong online competitor through consistent performance and successful casino cross-selling, rather than through groundbreaking trading innovations.
Bettormetrics continues to analyze thousands of live sports betting events weekly, delivering competitive intelligence that aids operators in identifying trading deficiencies that impact revenue and profitability across the United States’ most crucial sports betting markets.
Erik Agary is a seasoned writer at True Games Reviews, specializing in gaming, casino games, and interactive entertainment. With a passion for all things digital, Erik dives deep into the latest trends and developments in the gaming world, offering insightful reviews and detailed analysis. His expertise spans across multiple gaming platforms, ensuring comprehensive coverage that resonates with both novice and experienced gamers alike.
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