How do Bookmakers Tick? How & Why do they Set Their Odds as they do?
Becoming a successful bettor requires not only a deep understanding of odds calculation but, it is also necessary to understand how the market works and especially how the bookmakers operate.
Of course, bookmakers are in the business of setting odds and determining prices which are offered for certain betting events.
If I had to use just one word to describe how bookmakers think…
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When viewing odds in betting exchanges such as Betfair. Betdaq. Smarkets. or WBX. you should understand that it is neither the exchange platform or the traders using them who set the odds.
The fact is that the bookmakers are used as the market guide for traders on the betting exchanges, and it is the bookies who compile and publish their odds weeks in advance of the events in question (sometimes even months). and certainly well before the exchanges even open their markets for trading.
If you have ever calculated odds you will have noticed that the bookmakers’ offers often do not represent the ‘true’ picture, in other words, the ‘true’ mathematically calculated values (the statistically expected values) .
Only occasionally (probably in less than half of all cases) are odds close to the statistical expectations of the betting event. However, in the vast majority of games, odds are either considerably higher than mathematically expected or far lower…
Why Is This So?
You have to appreciate that bookmakers do not really intend to predict an outcome (correctly). If you enjoy statistical analysis, then take a little time to do a simple calculation for any league of your
choice. Simply convert bookmaker odds into probabilities and compare them to the actual distribution of the results.
Bookmakers have been around for thousands of years in one form or another. Their main goal is of course to make a profit. They price their odds to ensure that sufficient action is taking place on both sides of a bet.
If a bookmaker’s betting odds are not aligned to public opinion then a disproportionately large amount of money will be placed on only one side of a bet. This would be a gamble for the bookmaker. However, bookmakers are not in the business of speculating on an outcome.
The role of bookmakers is, strictly speaking, rather the function of an intermediary, similar to a stockbroker. They take money from various people on various outcomes and after the game is finished they pay out the winners.
In return for this service, the bookies take a “fee” known as the overround .
The bookmakers’ priority is balancing their books
The closer to the kick-off of a game, the more ‘fluid’ the odds become, as salient information such as team news becomes public knowledge, and this then has a knock-on effect with bettors’ opinions being confirmed or changed on the outcome of the match in question. Thus, the odds tend to change more as the start of the match gets nearer and nearer and more money changes hands.
- Bookmakers set odds based on a mixture of statistical probabilities and public opinion.
- Bookmakers do not speculate (gamble). Their priority is balancing the books .