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The built in assumption in that is that for every person with a winning bet there is a person with the same value losing bet. But if they can swing the betting away from the most likely winner then they make even more ie; more losers than winners. It's pretty simple maths and they have very sophisticated algorithms with instantaneous data updates to make sure that they maximise their profits.The odds are determined by the bettors (~95% accurate so sportsbet are making money but that applies to every bet so it's irrelevant).
In simple terms, say 1,000 NRL $10 betters think we are going to finish last compared to say 100 Bulldogs betters at $10 who think we won't finish last. When we don't finish last guess who wins the most? Tip, it isn't the Bulldogs betters. So if the Sportbet's algorithm predicts that the Bulldogs won't finish last it's in their interests (more profit) to push more bets towards us finishing last by offering better odds on that side of the bet. It's a furphy to believe that the predictor is reflected in the odds offered, most often it isn't.
Go Dogs