Since the advent of Betfair, in-running betting has been all the rage among sports bookmakers, with punters now able to bet on everything from which football team will win the next corner during a match to which batsman will be the next out in the cricket, but Bodog have decided to transfer the medium from the sporting arena to the television set – by offering odds on ‘Who Killed Archie Mitchell?’ – the much-anticipated plot-line in UK soap Eastenders, which reaches its climax in a live show this Friday.
In what is a world first for a bookmaker, ‘Enders fans will not only be able to back who they think ‘dun in old Archie’ but also follow the odds as they fluctuate with every twist and turn of the story line during the show’s first ever ‘live’ airing. As things stand Bodog makes Sean Mitchell the 2/1 favourite to have done the deed but that will almost certainly change during the course of the episode.
“Betting is no longer just about football and horseracing with odds offered on Big Brother, the X Factor and Britain’s Got Talent but to be betting live on a soap opera is taking it to a new level,” said Keith McDonnell, Managing Director for Bodog Europe. “Hat’s off to the producers of EastEnders – it is a huge undertaking to do a show like that live and we hope we will be adding some spice to it as the odds change on different characters while the plot thickens.”