What is a Sportsbook?

A sportsbook is a company that allows betting on the outcome of a sporting event by accepting bets from enthusiastic individuals. So, you can combine the terms ‘sports’ and ‘bookmaker/bookie’ and have the complete version that indicates how the company operates.

In the UK and other betting hubs all across the globe, sportsbooks can come in both physical and online forms. Although brick-and-mortar sportsbooks have been the pioneers of the ever-growing business, the online sports betting platforms have been gaining wide acceptance and popularity due to the betting convenience they offer.

In fact, many online sportsbooks offer comparatively more sports, betting markets, and higher odds than their land-based counterparts.

Regardless of the type of establishment, the most common betting types include the winner/winning team of a certain sporting event. Other bet types focus on different aspects of the game that usually vary depending on the sport. Some sportsbooks also offer non-sport markets that allow the punters to bet on the potential outcome of a political event, entertainment award shows, TV shows, or other novelty-themed markets.

Is Sports Betting Legal in the UK?

Sports betting via both online and land-based establishments are legal in the UK as long as the bookies have proper licensing and safety measurements ensured. The minimum legal age for betting on sports is 18 years.

This is very important for you to know as an affiliate. Whether you’re targeting an audience from the UK or any other region in the world, you need to make sure that you’re targeting a legal demographic. If you accidentally promote online sportsbooks where betting is illegal, you might get into trouble with local law enforcement.

If we explore the topic a bit further, it appears that land-based sportsbooks have been ruling the UK betting hubs for generations. Pioneer brick and mortar bookies like William Hill and Ladbrokes fall under this category. As per the Betting Act 1960, land-based sports betting earned legality in the UK. The online sportsbooks gained recognition under the Betting Act of 2005.

Today, it is possible to enjoy legal sports betting in hundreds of brick-and-mortar sportsbooks and 500+ online betting sites operating in the UK.

Betting Superlatives

Best Sportsbook for the First-Time Bettor: MrGreen

Best Sportsbook for the Professional Bettor: 888sport

Widest Selection of Games to Bet: Bet365

Widest Selection of Futures to Bet: BetBull

Easiest Sportsbook to Use: 888sport

Best Lines/Lowest Juice: MyBookie

Best Customer Service: Karamba

Best Bonuses and Player Rewards: Grosvenor

Best Promotions: Paddy Power

Best for Player Props: BetOnline

Best Mobile Platform: SportsNation

Best Bitcoin Sportsbook: 888sport

Best eSports Sportsbook: Betway

Cheapest/Easiest/Most Reliable Payouts: TonyBet

Best Live Betting: FansBet

Best New Betting Site: Betiton

Best Horse Racebook: BetVictor

Best Casino: LeoVegas

Difference Between Local Bookmakers and Online Betting Sites

For experienced punters who are settled in one type of betting platform, it becomes very challenging to switch to another. Similarly, new bettors may also get confused about which platform to start their gambling journey.

Interestingly, there is simply no “better” platform between the two as it all comes down to individual preferences. However, we have put down a few key differences between local bookies and online sportsbooks so that you can easily decide which one may suit your gambling style the most.

First of all, the convenience factor. If you have wagered a few times at online betting sites, you already know the flexibility it offers. There is no need to get ready, take a long ride, and head back home before midnight.

Online sportsbooks are preferred by many for their 24/7 operation, ease of access, and simple betting methods. However, old-school bettors who enjoy the thrill of gambling in a crowded environment with the sporting event in progress may find land-based sportsbooks more appealing.

So, when you’re getting your audience ready for the content, you need to make sure that you’re targeting the ones who are willing to spend money on online sportsbooks.

Now, when it comes to security, both online and offline bookies may have a shady history and questionable dealing process. An efficient way to identify this and avoid it at all costs is by checking its licensing and safety-related information before wagering money.

A major difference between the local and online sportsbooks lies in the betting credits. The user may be a new or an existing customer at the site, but it will require wagering money in advance before the sports event takes place.

On the contrary, land-based bookies often allow the punter to pay up only if they lose the bet. This added advantage is usually given to long-term high-rollers. While it may seem like a positive aspect to some bettors, this may have a negative impact on the gambler’s wallet in the long run.

Dealing with local bookies may have a serious disadvantage for experienced bettors. The bookmaker may form an idea of the betting habits and adjust the odds as per this notion to gain an edge for themselves. Online sportsbooks, on the other hand, are not known for this type of activity. Instead, they use attractive bonuses and promotional packages to lure in new customers and keep their existing clients satisfied.

How can You Tell if A UK Sports Betting Site is Legitimate?

Betting online exposes a punter to a myriad of sportsbooks in a few simple clicks. While this is indeed a great benefit of online gambling, there rises a huge risk of coming across illegal betting platforms.

Wagering via these sites may result in financial fraud and many other security breaches. To avoid these sites, one needs to pay attention to the legitimacy aspects of a betting site before signing up for sports betting.

Once you know which factors to look for, it becomes easier to identify legitimate UK-based betting sites. Some of these are laid out below:

Licensing and Regulations

If you are based in the UK, check whether the betting site is licensed and regulated by the United Kingdom Gambling Commission (UKGC). This is one of the most respected gambling jurisdictions across the globe, therefore, if your selected sportsbook has a UK license, chances are that it is safe to bet with real money.

If your preferred gambling site is located outside of the UK, ensure that it accepts players from your region and has a betting license from the Malta Gambling Commission, the Government of Curacao, or other reputed gambling organizations.

Variety of Sports Markets

Featuring popular sports events like football, basketball, baseball, etc. requires legitimacy. So, go through the bookmaker’s gaming catalogue and check their range of offerings, event coverage, regularity, and other similar aspects. Live betting is another great way to understand whether a bookmaker is legit or not.

Odds and Payment Getaways

If your preferred betting site is authentic and legal, it will offer competitive odds on most markets. There should also be a decent number of payment systems available for convenient punting. This is a significant factor because renowned transaction companies create partnerships with legitimate bookies only.

Good Bonus Packages

Having a massive bonus package and tons of promotions does not make a betting site legit. Instead, look for decent bonus offers with user-friendly wagering terms. If your chosen betting site has it, there is a high possibility that this is an excellent sportsbook for long-term punting.

Fair Gambling and Positive Feedbacks

A legit betting site should have added safety measurements like SSL encryption, firewall, RNG, etc. so that the gambling environment remains secure and fair. It should also maintain transparency in terms of transactions. You can find information regarding both these aspects by researching online.

Key Factors in Choosing the Best Bookie Online

After you have ensured the legality of a betting site, now you need to determine whether it will be suitable for your betting style. You can easily do so by following a few simple tips. Here’s how you can choose the best UK-based bookie for you:

Look for Your Favourite Markets

A betting site may have 40+ sports on the catalogue, but not enough market coverage on the ones that your audience will prefer. Therefore, narrow down your search to an online bookie who offers maximum markets and covers most events on your preferred sports.

Higher Odds and Wide Betting Types

While most renowned bookies offer competitive odds on the majority of the markets, you need to sign up with one that features high odds on markets you are enthusiastic about. You should also check out whether there are enough betting types available, including in-play bets, accumulators, and prop bets.

Welcome Bonus and Promotions

Different online sportsbooks offer distinct types of bonuses to attract new customers. You may want to opt for one that complements your playing style the most. For example, you can either go for a welcome offer that offers free bets or settle for one with a lucrative match deposit bonus. As for promotions, go through the ‘Promo’ section to see if your selected bookie offers any exclusive bonuses on your offered sports markets.

FAQ

1. Is online betting at UK sportsbooks safe?

Ans. Yes. As long as you are betting on a legal and licensed UK-based sportsbook, it is safe and secure.

2. What is the legal age to join a UK sportsbook?

Ans. The minimum age requirement for joining UK sportsbooks for legal betting is 18 years.

3. Can I make a living out of betting on sports online?

Ans. While it is indeed possible to do so, there are many drawbacks to professional sports betting. Instead, try to keep your sports betting sessions for entertainment purposes only and bet an amount that you can easily afford to lose.

4. What is the best UK-based sportsbook?

Ans. There is no ‘best’ UK-based sportsbook – it all depends on the punter’s betting preferences. To find the best UK-based bookie for you, look for one with a realistic welcome bonus, great event coverage on your favourite markets, high odds, and convenient payment methods.

5. Do I have to pay tax on sports betting winnings?

Ans. No. If you are based in the UK, you don’t have to pay any tax on your winnings from sports betting.

 

Top 5 Sports Betting Sites in the UK

Sorting through hundreds of UK sportsbooks may be a tedious task, especially if you are a new punter. We have tried to lessen your burden and list the top 5 sports betting sites currently ruling the leader board in the UK betting market.

Bet365

Offering low deposit and withdrawal requirements along with a generous welcome bonus, Bet365 is one of the best sportsbooks for new punters. It comes with plenty of sports markets, in-play bets, and great odds. Bet365 is also great for bettors looking for high event coverage on their favourite sports.

BetVictor

Beginning its career in 1945, BetVictor is an operator known for its top-notch safety and fairness. Punters can find here some nice promotional packages, extensive event coverage on popular sports, great odds, and superb customer service. Due to the simple interface, BetVictor is perfect for new bettors as well.

888sport

Widely known for its casino staples, sports betting is a relatively new venture for the 888sport parent company. However, it has quickly risen to the top with its attractive welcome bonus, an impressive number of sports markets, and excellent odds on popular markets. 888sport also offers live streaming and in-play betting in almost all of its gaming variations.

PaddyPower

Offering a simple and easily achievable welcome bonus, PaddyPower emphasizes lucrative promotions on a regular basis for its existing customers. It features an easily navigable website design, a mobile betting app, and tons of sports markets with a large variety of bet types. While PaddyPower may not seem worth the hype at the first look, it fares well for long-term punting sessions.

William Hill

Established in 1934, William Hill is one of the oldest bookmakers with a firm reputation. In addition to a wide range of markets and bet types, William Hill stands out due to its competitive welcome bonus and excellent odds on horse racing. The sportsbook is compatible with multiple platforms and includes a dedicated betting app.

 

Sports Odds Explained

Sports betting is pretty much dependent on the concept of odds. It simultaneously indicates how much the players can expect to win from a particular bet as well as shows the likelihood of an event happening.

The experienced punters on your audience might understand how every type of odds works. But it’s safe to assume that a large section of your audience has no idea about what the odds mean.

To educate your audience, it’s important that you understand the odds first. On this page, we’re going to shed light on every type of sports betting odds out there and paint clear pictures with examples.

What Are Sports Odds?

In mathematical terms, odds refer to the likelihood of an event happening. If we say the odds of rain is 1/10 for a day, it means that there is a 1 out of 10 chance that it might rain.

The same principle is true for sports betting. If we say that a football team has odds of 1/6 for winning, it means there is a 1 out of 6 chance the team will win.

However, sports betting odds mean another thing. There are three main types of odds in sportsbooks. Different regions tend to offer different types of odds. But at the end of the day, all of them are based on the same concept.

Let’s find out what different odds look like and what they mean.

Decimal Odds

This is one of the most common odds used across sportsbooks all over the world. It’s mainly popular in some European regions and some African countries. It’s fairly easy to understand when compared to the other types of odds.

In laymen’s terms, decimal odds represent how much you can win for your £1 wager. For example, if a sports market has an odds of 2.4, it means that if you win the bet, you’ll win £2.4 against your £1 wager.

So, your total winning from the bet will be £2.4. This is where many rookie players go wrong. They think that winning £2.4 over the £1 wager is separate. So, they think the total payout should be £3.4. But in reality, your total payout will be £2.4.

Decimal odds also indicate what’s the likelihood of the market working out. So, it’s safe to say that the higher the odd, the better chance you get at winning. It also means you stand a chance to lose the same amount of money!

Fractional Odds

Fractional odds are very popular in the UK and surrounding countries. In our previous example about the probability of rain, we used fractional odds. It’s denoted by a fraction value. Hence, the name.

If we have to simplify the concept of fractional odds, we can say that it’s a ratio between your profit and your stake. So, a 1/10 odds mean that you can win £10 for your £1 wager. And your total payout will be £11.

It’s a relatively simple odds because it shows the stake and the profit separately. Similar to the decimal odds, it also shows the probability of the event happening. So, the 1/10 odds mean that there is a 1 out of 10 chance you’ll win the bet.

Moneyline Odds

Moneyline odds are also known as American odds because it’s hugely popular in the United States. It looks drastically different from the other two odds and it has mathematical operators (+/-) attached to it.

The operator signs indicate which is the favourite team in the market. For example, if you’re considering a football match between two teams, the favourite team will have negative (-) odds and the underdog will have positive (+) odds.

Let’s say there’s going to be a match between Manchester United F.C. and Arsenal F.C.  Between the two, let’s assume that Manchester United is the favourite and Arsenal is the underdog. So, the odds may look like this: Manchester United F.C. (-110) vs Arsenal F.C. (+90).

The entire odds equation means that if you bet £110 in favour of Manchester United, you can win £100 in profits. And if you place £90 in favour of Arsenal, you’ll be paid £100 if you win.

As you can see, you win more if the underdog wins. This is the beauty of sports betting. The odds are calculated by certified professionals at sportsbooks so that every team and every punter gets an equal chance of winning.

The logic behind this is that as Manchester United is the favourite, the majority of the punters will put bets on its favour. So, the payout is limited.

On the other hand, not many people bet in favour of Arsenal. It’s a huge risk for the punters. And so, they get a higher reward when the payout of the bet.

Make Your Audience Read Odds like a Pro

Our discussion so far covers the basics of sports betting odds. Now that you have a precise understanding of how they work, you can incorporate the knowledge into your content so that your audience can read odds just as good as you as well!

And if you think you don’t have the time to study the odds and explain to your audience as part of the sportsbook reviews, let us do the job for you! We have over 10 years of combined experience in the iGaming niche! Hire us for the top-notch content of your affiliate site!

Online Sportsbook Reviews

To attract the highest quality leads to your affiliate business, you need the highest quality content. Especially when it comes to online sportsbooks, the competition is fierce. So, you must go out of your comfort zone and create top-notch sportsbook reviews.

In this section, you can find some of the sample sportsbook reviews. We have been implementing this formula for quite some time and our clients are getting amazing results with this.

However, before you go deeper into the reviews, we want you to understand what are the things we’ve considered when doing them.

How Online Sportsbooks Should Be Rated

The first step for any good review is to find the information and create a layout. You need to perform thorough research on your competitors to get an idea of what’s driving the industry. Once you’re certain about the things you’re going to include, it’s time to create an outline of the review.

So, here are the things that we took as our reviewing criteria.

Credibility & Reliability

The golden rule of operating a business in the iGaming industry is transparency and credibility. The very nature of the industry makes it very prone to scams and fake reviews. So, your first job is to make sure that the sportsbook has proper licenses and legal aspects taken care of.

To do that, you need to visit the sportsbook’s website and scroll to the footer section. That’s where the majority of the licensing information is listed. If it’s not there, you should check the about us section.

If you can’t find the licensing information in the about section as well, we’d say it’s pretty much a red flag. However, you can try one last time and contact customer support. Ask for the licensing authority and the numbers specifically. Make sure that you verify the information on the regulator’s website as well.

Number of Markets

For any reputed sportsbook, it’s extremely important that it has as many markets as possible. We have a dedicated page for understanding markets if you’re wondering what it is. In simple words, markets in sports betting mean the individual events that you can bet on.

For example, which team will win a football match is a market. The highest goal scorer is another market. The list just continues.

Top-quality sportsbooks offer various unique markets along with the conventional ones like the outright and points spread. The more markets an online sportsbook offers, the more enjoyable experience your audience will have.

Competitive Odds

If you’ve been following our affiliate marketing guide so far, you should have a pretty good understanding of how sports odds work. So, you need to only pick the sportsbooks that offer competitive odds.

It doesn’t really matter what type of odds the bookmaker is offering as long as it’s legal to place bets from the specific country.

By competitive odds, we mean the possibility of winning more. For example, on the same market, one bookmaker might offer 2.50 decimal odds while another one might offer 1/3 odds. In retrospect, the second bookmaker is more competitive because your audience can win more by wagering the same amount of money.

Plenty of Payment Methods

Payment methods have always been a bottleneck for the iGaming industry. Many players want to bet on their favourite sports from all over the world but they can’t do it because they don’t get a suitable payment method.

You certainly don’t want that for your audience, do you? So, you need to pick the sportsbooks that have the most number of payment methods. It’s even better if you can find a few that accepts crypto for both deposits and withdrawals.

Modern Features

These are not mandatory features for online sportsbooks but they certainly add a lot of value. Live betting is a great example of such features. While all sportsbooks will offer pre-match bets, only the best ones tend to offer live betting.

The same goes for live streaming. You won’t find many online bookmakers incorporating a live streaming window on the website. The ones that do should be your target.

Bottom Line

Always remember that the ultimate goal of your affiliate business is to offer value. Revenue will come automatically if you can offer the right value to the right audience. And to do that, you need top-quality content to populate your website.

That’s where we come in. We have the best gambling writers for hire who are experts in individual aspects of the entire iGaming industry.

Sports Betting Strategies

Do you know what’s the best way to get your audience’s trust? By helping them win more!

But it’s not as easy as it sounds. Both sports betting and online casino games are completely dependent on luck. You can polish your skills as much as you want, but you can never tame luck to favour you.

However, there are different strategies at online sportsbooks that players can benefit from. As an affiliate, it’s your job to educate your audience about different strategies.

When you do, you can kill two birds with one stone! The content will work as an SEO practice which will help you rank better in search engines. At the same time, you’ll be able to get your audience’s trust by helping them win more.

When it comes to sports betting, there are many strategies out there. Most of them are completely based on mathematical probabilities. So, your audience will be able to calculate exactly how much they can win from their bets. The only thing out of control, in this case, would be the outcome of the event.

But it’s still better than to play blindly. When your players will have a precise understanding of how the markets work, they’ll be encouraged to place bets after making informed decisions.

There are hundreds of sports betting strategies including arbitrage betting, matched betting, Line Shopping, Hedging Your Sports Bets, Chasing Steam, The Maria Staking Plan, Round Robin Betting, the Zig-Zag theory, and so on.

Also, there are sports betting systems like The Kelly Criterion, Flat Betting and Miller’s System, The Paroli System, The Martingale System, and various other ones.

You can even break the strategies down based on the sport itself. There are various betting strategies for football, golf, MMA, baseball, etc.

When you’re trying to come up with the strategies for your audience, it’s always better to do market research on how your audience interacts with the sportsbooks. The reason is that you don’t want to suggest the wrong strategies to the wrong audience.

For example, if you’re suggesting football betting strategies to an audience that loves tennis more, you’re not making the right connection with your audience. You need to be on top of what sports your audience loves the most and craft the strategies guide accordingly.

Things You Should Include in Your Strategy Guides

So, you’ve decided on which strategies you’re going to showcase for your audience. It’s time to learn about them. You should always perform very thorough research to get the facts correct.

Here’s a rough outline of what should be the structure of the guides.

Give a Brief History

The majority of the sports betting strategies have been devised by mathematicians. So, they deserve both your and your audience’s respect. In a nutshell, you should include the history and early days of the strategy.

Explain the Terms in Simple Language

Sports betting has some pretty complex terminology attached to it. Experienced punters may understand them easily but it’s often hard for new bettors to get a grasp of what happening. Your job is to always make the content so simple that anyone can jump right in.

So, when you’re creating the strategy guides, make sure that you’re explaining all the terms beforehand. Explain the topic and content in plain English instead of using technical and mathematical language.

The bottom line is, you need to target both newbies and experienced punters at the same time.

Flood with Examples

From what we understand from our experience, it’s far easier to grasp sports betting when examples are included. So, we strongly advise you to do the same. You need to provide a clear example with real-life entities to make your point as clear as possible.

For example, if you’re dealing with a tennis strategy, make up an example regarding two popular tennis players and explain the strategy based on the match between them.

When In Doubt, Reach Out

The points we’ve discussed so far are the basics of educating your audience on the strategies. So, it’s very important that you follow our lead to attract as many leads as possible.

However, if you’re not sure about your content marketing strategy, feel free to hire us because we the some of the best gambling writers for hire in the UK!

Sports Betting Markets in the UK

What is a Market in Sports Betting?

First of all, let us clarify the difference between the available sports and the available markets. Many players think that sports events and markets mean the same thing. But the reality is different. As an affiliate, you need to educate your audience in a way so that they don’t make the same mistake.

In sports betting, a market means the category of bet on a specific event. For example, football is a sport. And the bet on how many goals will be scored on that match is a market. One sport can have multiple markets.

The number of sports markets vary in different sportsbooks. So can the number of markets. There are sportsbooks out there that offer over 40,000 markets on different sports! How awesome is that!

Generally, the inclusion of the markets depends on the target audience demography aimed by the bookmaker. For example, horse racing may be more popular in some land-based bookies, American football and basketball may be receiving more actions in US-based sportsbooks while football may be causing a maximum stir in UK-based bookies.

Which Sports are the Best for Betting at Online Sportsbooks?

Apart from these highly-acclaimed sports events that gain attention from almost every part of the world, other sports include the following:

• Baseball
• Tennis
• Cricket
• MMA
• Boxing
• Golf
• Volleyball
• Ice Hockey
• Snooker
• Formula One
• Darts
• Bowling
• eSports

This is just the tip of the iceberg when it comes to your options for betting. There are many online sportsbooks out there that houses much more sports for the punters. You need to find them and suggest them to your audience based on their geolocation.

What Are Some Popular Markets to Bet On?

As we’ve already established, there can be thousands of available markets at a sportsbook. The numbers are counted for individual bets. But we can categorize the majority of the bets in a few particular ones.

Let’s take a look at those.

Outright Bets

Outright bets are the simplest of their kind. These are also known as Moneyline bets at many bookmakers and they are not to be confused with Moneyline odds!

An outright bet usually means that there are only two outcomes for an event. If it’s a football match, any particular team will either win or lose.

The best thing about outright bets is that it applies to both team sports i.e. football and individual sports i.e. Tennis.

Totals (Over/Under)

This is a fun one for the new punters. In this bet, a benchmark value is set by the bookmaker. If it’s football we’re talking about, it can be the number of total goals, total fouls, the total number of cards, and so on. The possibility is limited to the imagination of the bookmaker.

The punter’s job is to predict whether the actual score will be over or under the bookmaker’s value.

For example, if the bookmaker says there will be a total of 4.5 goals in a football match, you need to bet either on over or under the value.

If you bet on over and the match has 5 total goals, you win. And if the match has 4 goals, you lose.

Now, you might be wondering why the bookmaker’s value is a fraction. Well, they do it so that a clear conclusion can be drawn on the bet. If the bookmaker said there will be 4 goals and it happens, neither over nor under bettors will win. Hence, the fractional score helps to keep things rolling.

Points Spread

It’s a relatively complex bet when compared to the previous ones we’ve discussed. In points spread, there are usually two sides. One is the favourite team and the other one is an underdog.

The goal is for a team is to ‘cover’ a ‘point spread’ for the bet to work. Let’s understand it with a handy example.

A match between Manchester United and Arsenal may happen and the odds are as below:

Manchester United F.C -3 (-110) vs Arsenal F.C.) +3 (+90).

The values in the brackets indicate the Moneyline odds for the match. And Manchester United is the favourite. The other two values are indicating the points spread.

It means that Manchester United must finish the match with more than 3 goals lead. For Arsenal, it’s the same. But as the underdog, they also get the opportunity to trail behind the opponent by no more than 3 goals.

Prop/Special Bets

This is quite an uncharted area. It’s mostly dependent on how well the bookmaker of your choice is and how deep they want to go. Props and special bets are unique bets that you can only play at a certain bookmaker.

A prop bet on a football match might be who’s going to score the final goal. As crazy and farfetched as it may sound, these types of bets are always happening around online sportsbooks.

Betting Exchanges

Bettors from around the world have different ideas about betting exchanges. But it can’t be for you as an affiliate. A very important part of an affiliate’s job is to understand the industry by heart because he/she can recommend products/services to the users.

So, you need to understand what a betting exchange is. Only then you’ll able to guide your audience in the right direction while maximizing your revenue from the business.

What is a Betting Exchange?

Many people confuse between a betting site and a betting exchange. A betting exchange works more like a middleman than a sportsbook. Exchanges don’t set the odds, nor do they care about the markets you’re betting on. Rather, betting exchanges operate on a commission basis.

They connect peer-to-peer bettors from all over the world so all the odds and markets are decided by other punters instead of the bookmakers. It means that your audience will have a better variety of odds when they play at betting exchanges.

If you want to push arbitrage betting to your audience, you need to educate your audience about exchanges. These organizations only charge a commission on profits. The commission can vary from 0% to 5% based on how much you win. If you lose, there’s no commission. It’s neat, isn’t it?

Pushing betting exchanges to your audience will also allow you to build a unique connection with them. As you guide them through the process, the audience will understand they have a better chance of winning more money because it’s all about the odds. And you can help them find the best ones.