Novice sports bettors usually start looking for good information about betting.
They usually find sites like Covers, Bettingadvice, SBR, Vegasinsider, and many similar.
These sites are very interesting for new bettors because they get quick info, some very valuable info too, they can connect with other sports bettors, they can even share their picks and they can have a great time there.
At first look, these sites look like free sites, but there is of course a strategy behind their business and you should understand how this works.
Once you run a site like Covers, you must hire a lot of people (developers, designers, copywriters,…) and these people must be paid somehow. They are all paid by their visitors, who are there for “free”.
They are either paid directly (selling picks/services) or indirectly (example with covers site):
Sports bettor comes to Covers
- He reads content, shares his picks, has fun…, and he also visits recommended bookmakers/sportsbooks.
- These sportsbooks are sponsors of such sites (directly or as affiliates)
- He loses money (because there is a big chance he is not a skilled bettor)
- Bookmakers share part of the profit with Covers
The strategy is simple – They know that most bettors are not skilled bettors. Most bettors will lose in the long run. Bring as many as possible sports bettors to the site, create interesting content (not necessarily the most valuable content) so they stay longer on the site, sign up with bookmakers, and later share profits with bookmakers.
My perspective – Is this wrong?
I don’t see anything wrong if such sites recommend reliable bookmakers and give an honest opinion about sportsbooks. At the end of the day, if you bet you should find a betting site that can be trusted.
Many betting blogs and betting-related sites use bookmakers as sponsors because this is another income stream and it can support their work.
Nothing wrong with this.
We must understand something. Most bettors are in betting just because of fun and it is naive to think that anyone can win in a such complex market, where only 3% win, just by following picks or putting very little effort. It is up to every single bettor if he learns betting skills or he just takes betting as fun.
The small problem I see…
…is that such sites compete against each other in SEO and marketing, which makes sense, because once you have many people hired and if they are paid by bookmakers (read: by bettors who lose), then you must bring more and more every single month.
The damage of this competition is a lot of times, very bad content, and information that is not useful for sports bettors (betting analysis, previews, outdated and wrong betting theories, worthless game opinions, picks based on gut feeling,…).
Any sports betting expert can recognize that many articles are not written by real bettors, but by people who were hired as copywriters or SEO experts. The only goal was to find what “dumb bettors” are looking for on google and how to rank higher. This means more players, this means more losers, this means more profit sharing with bookmakers.
Despite they look free… no site is completely FREE.
Some of them offer also picks services, but the main idea of these “free” sites is creating betting communities and redirecting players to bookmakers.
THEY ARE WINNERS (BENEFIT) – They benefit from the betting World.