Ladbrokes owner Entain sees tennis as key market
Labrokes owner Entain has published its trend report for 2025, which analyses developments in the gaming market and provides forecasts for the next twelve months.
A key factor in the tennis betting boom is live betting. Unlike traditional bets that are placed before the match starts, live betting allows bettors to bet on various events during the match. This dynamic format has proven to be extremely attractive, especially in sports with longer playing times.
Tennis offers ideal conditions for this. The length of the matches varies depending on the tournament and the surface. The matches on the clay court at the French Open often last longer than the short duels on the grass at Wimbledon. These differences have a significant impact on betting behavior. According to Entain, live betting now accounts for around 90% of turnover in tennis. The longer matches at the French Open offer more opportunities for live betting, which explains why this tournament is so high up the rankings of the most competitive events.
Another interesting aspect of the Entain Trend Report is the gender breakdown of bets. Currently, around 60% of tennis bets are on men’s matches. This is attributed, among other things, to the longer duration of men’s matches, which offer more opportunities for live betting. However, women’s tennis is becoming increasingly important.
Despite the shorter matches, the popularity of betting on women’s tournaments is increasing. Players such as Serena Williams, Naomi Osaka and Iga Świątek have significantly increased the enthusiasm for women’s tennis. Entain predicts that the share of women’s tennis in total bets will continue to increase in the coming years.
In response to the results of the 2025 Trend Report, Entain has announced that it will continue to expand its live betting offering. This underlines the strategic importance that the group attaches to this area.