If there’s one concept that separates casual bettors from long-term winners, it’s value. More specifically, identifying value in odds and understanding how to consistently back outcomes that offer an edge.
While mainstream bookmakers tend to make this difficult, there are a select few, like Bet105 and Pinnacle, that appeal to those who take their betting seriously.
In this piece, we’ll break down what value means in betting, why expected value is the cornerstone of profitability, and how sharp bookmakers like Bet105 and Pinnacle are providing opportunities for punters looking to make more than just the occasional accumulator.
What is value in betting?
In simple terms, a value bet is one where the odds on offer are higher than the true probability of that outcome occurring. If a bookmaker is offering 3/1 (25%) on something you believe has a 33% chance of happening, you’ve got a value bet. You might still lose, but if you consistently take odds that are better than the true chance, you will make a profit in the long term.
It’s the opposite of betting on gut feeling or sentiment. Value betting requires discipline, data, and a mindset shift: it’s not about picking winners every time, it’s about finding edges that, over a large enough sample size, turn a profit.
Expected value: the numbers behind winning bets
Expected value (EV) is a mathematical way of showing what a bettor can expect to win or lose per bet if they were to place the same wager over and over again. It’s calculated using the following formula:
(Probability of winning × amount won per bet) – (Probability of losing × amount lost per bet)
Say you place a £10 bet at odds of 3.0 (2/1 in fractional terms) on an outcome that you believe has a 40% chance of occurring. Your EV would be:
(0.4 × £20) – (0.6 × £10) = £8 – £6 = +£2
That +£2 is the value. Across the course of a hundred similar bets, that edge compounds.
This is why serious punters and all the best betting guides talk about EV rather than just who won or lost. It’s also why the best bettors often don’t care about short-term losses - if you’re making +EV bets, the long-term will take care of itself.
Where traditional bookmakers fall short
Mainstream sportsbooks like Sky Bet, Ladbrokes, William Hill, and the like are built for entertainment. Their odds are padded with bigger margins. Their bet limits can be low, especially if you’re winning. And worst of all, successful punters are often stake-restricted or limited entirely.
That’s why most sharp bettors eventually look elsewhere. And that’s where operators like Bet105 and Pinnacle come in.
Why Bet105 stands out
Bet105 is quietly carving out a reputation among value-focused bettors. While not as established as Pinnacle, its model is similar in all the right ways. They offer high odds, relatively low margins, and importantly, they don’t limit winning players.
That last point is critical. Being able to scale up when you’re winning is the only way to realise the full benefit of expected value. Bet105 also provides odds earlier than many competitors, which gives clued-up punters and professional tipsters a window to grab value before the market corrects itself.
In a landscape dominated by flashy offers and bet boosts designed more for fun than profit, Bet105 feels refreshingly no-nonsense. It’s for bettors who are doing their research, tracking prices, and betting to a staking plan rather than punting a fiver on a random request-a-bet.
Pinnacle: the original sharp-friendly bookmaker
For many serious bettors, Pinnacle is the gold standard. Founded on a “winners welcome” policy, Pinnacle is famous for its ultra-low margins and market efficiency. If you want to know what the true odds of an outcome are, you could do worse than looking at Pinnacle’s closing line.
Pinnacle makes its money on volume, not by shaving percentages off odds or penalising winning customers. That means you’ll often find market-leading prices, especially on major sports.
They also publish educational content aimed at teaching bettors the principles behind value, expected value, and variance, reinforcing their credibility as a home for sharp punters.
Bet105 vs Pinnacle: what’s the difference?
While both bookmakers attract value-focused punters, there are some subtle differences:
- Market availability: Pinnacle covers more sports and markets, especially in emerging areas like esports and Asian handicap lines.
- Liquidity: Pinnacle generally has deeper markets, especially on big events, making it easier to place larger bets.
- Margins: Pinnacle’s margins are razor-thin (sometimes under 2%), whereas Bet105’s are slightly higher, but still far better than traditional bookies.
- User experience and interface: Bet105 is a bit more modern and accessible for casual punters transitioning into more serious betting. Pinnacle’s layout is functional, but some say outdated.
- No KYC with Bet105: Because this bookmaker operates outside the UK Gambling Commission’s regulations, players can enjoy fast sign-ups and fewer intrusive checks. Just deposit, play, and withdraw on your terms.
If you’re looking for the absolute sharpest price, perhaps Pinnacle edges it. But for a slightly more user-friendly gateway into value betting, Bet105 ticks a lot of boxes.
Why value-focused bookmakers matter
Betting isn’t a game of who can shout the loudest or give away the most free bets - it’s a game of percentages. If you’re backing 5/1 shots that should be 4/1, you’re playing a game with a built-in edge. But only if the bookmaker lets you keep playing.
That’s why Bet105 and Pinnacle matter. They provide a platform for bettors to test their skill, improve over time, and build something rather than just churn through offers until the account is gubbed.
For casual punters looking to level up, they represent the next step - a chance to think differently about betting. For seasoned bettors, they’re the foundation of a long-term strategy.
If your goal is to profit from betting, or even just lose less, then value is everything. And the expected value is how you measure it. Betting without an edge is entertainment, while betting with one is a smart investment.
Bet105 and Pinnacle may not be a perfect fit for everyone. They won’t bombard you with free bets or Bet Builder promos, but if you're serious about value, they’re two of the places you should be looking.