Lay104 enters the SBR rating guide at D+.

12/13/2009 11:38:11 PM


The new reduced juice sportsbook is a sister book of BetFirstClass (SBR rating C-). The discounted vig booking model is one of the hardest to sustain, even at -107. Many have tried and very few have survived. As with all businesses the most necessary ingredient with low sales margins is high volume. Unlike Pinnacle (SBR rating A+) and Betfair (SBR rating A+), this is something Lay104 does not have. SBR would expect the group to close the brand if it gained enough popularity and active players to show long term financial forecasts.