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Flutter Entertainment-owned Sky Betting & Gaming came up with a novel way for its players to wager on Liverpool v Manchester United in the English Premier League on Sunday.
Indeed, the operator offered a 'commentator bingo' market, whereby punters could bet on exactly which phrases Martin Tyler, Jamie Carragher and Gary Neville said during the match.
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Bets were settled on exact phrases used by Sky Sports commentators during the match, with nothing said before the match, at half-time or full-time being counted towards the market.
Selections offered included a Football Cliche Double, 'acres of space and dangerous free-kick' at odds of 5/1, with a reference to England manager Gareth Southgate or former Liverpool captain Steven Gerrard being odds-on at 1/3.
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Phrases such as 'towering centre-half' or 'park the bus' were at longer odds, 12/1 and 16/1 respectively, while there were a number of other examples.
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Sportsbooks will often offer very similar, if not identical, markets and odds on huge games like this one across the board, so any little way a brand can differentiate itself can often make a considerable impact.
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However, it looks as though Sky Bet may not offer the market again, following an unpopular reception and criticism, showing just how difficult it is for bookmakers to attempt to stand out...