In the wake of the Lucy Beale story on Eastenders, Blueclaw wrote an article about the rise of the novelty betting for IGB Affiliate magazine this month.

Penned by Mike Gabriel, the piece asked a number of bookmakers their opinions on the growing novelty betting market.

He quizzed William Hill, Paddy Power and Betfair on betting volumes and values around the “Who killed Lucy Beale” plot-line and the rise of novelty (known as ‘alternative’ in the industry) betting in a year which will see a general election in the UK.

Read his full article by clicking the magazine link below: