Alex Donohue, Director at Alex Donohue PR, told Gambling Insider customers naturally steer to one operator for a large majority of their bets.

He said: "Most customers usually have one go-to operator. Some recreational customers have a suite of operator apps on their mobile device, but I know very few bettors who aren't strictly motivated by price, who shop around over the long term.

"For many, it is as simple as wanting to keep funds in one place."

In Donohue's opinion, operators that go above and beyond expectations are more appealing to customers, rather than simply the best value.

He said: "Slick UX, fast and easy withdrawl and deposit times, branding and marketing that chimes and a perception of value is arguably more important than 3/1 vs 2/1 in a price comparison grid, especially when attempting to engage more profitable customers."

Each and every operator offers different promotions in an attempt to entice new players and reward existing ones. Sometimes, however, competition can prove costly.

BetBright and 188Bet have both recently had to close their sportsbooks; both well-known operators who have sponsored Premier League and Championship football teams.

Donohue said: "There can never be too much competition. Even taking the recent closures into account, the only winner can be the customer, but operators need to also back themselves including product, experience and marketing as well as price."

Alex Donohue, spoke exclusively for a feature in the May/June edition of the Gambling Insider magazine. Register for free here to read the full article.