What do vHold and how do I use it?

‘vHold’, or value+hold crunched together, is reported hold/GGR minus the HoldCrunch Percentage. It shows a Sportsbook’s hold margin if it were to equal the leader(s) on price and is therefore a like for like comparison of the underlying efficiency with which a Sportsbook generates cash; price differences that can inflate margin are factored out to expose core margin performance

Here’s an example of how vHold can be used: If a Sportsbook reports a hold margin of 9% and it has a HoldCrunch of -33% then we estimate its hold would drop to 6% if it were to compete with the leaders on price on the lines and markets where customers put their money, and competing on price matters as we know from our research into handle share movements [handle share movements is a link to platform page 4]

If a second Sportsbook reports the same hold margin, 9%, but it has a HoldCrunch of -5% then we estimate it’s hold would only drop to 8.55% if it were to offer the best prices on the lines and markets where customers put their money. This second Sportsbook is already competing heavily on price and is more profitable than the first even though they reported the same hold margin