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Getting the best odds can help your chances to stay profitable

Many people have a misconception about sportsbooks and how they set their betting odds, thinking that the situation is the bettor against the bookie.  This is not the case.  Sportsbooks always try to set their odds so that the potential payouts are balanced on all sides for a given event.  Let’s use a 1x2 football match as an example:

Money is going to be bet on three outcomes, the Home Win, Draw and Away Win.  Only one outcome will need to be paid out to bettors.  The goal for the bookmaker is to ensure that the amount of money laid on the losing outcomes can more than cover the payouts for the winning outcome.  Anything above the amount to cover the winning bets will be left as their revenue toward running their business.  

This is revenue, not profit, as the sportsbook has many costs to run its business, but this small leftover amount is what is used as revenue.  In the end, understand that you are never in a bookie-versus-bettor conflict.  Bettors are always simultaneously winning and losing, sportsbooks just want to make a tiny percentage on the overall amount bet for facilitating the bookmaking service.

All the sportsbooks on Sweden Sports Betting offer competitive odds.  If you just like to play, any of these sites will provide you with good odds.  However, if you are serious about sports betting and being profitable, you should probably be using several sportsbook accounts and comparing odds with an online tool meant for Swedish players like oddsjet.com before you bet in order to get the best potential payouts.  Why?

No one gets every bet correct, no one.  In the end, the margins for being profitable at sports betting can be very tight.  You certainly need to win more bets than you lose to remain profitable over time.  However, as outlined above, each betting company sets their own odds in order to make money on every event, no matter what the outcome might be.  When you play through just one sportsbook, you will have to accept what could be much lower odds compared to the best odds on the market.

As such, odds can vary significantly between sportsbooks.  On single game bets, you can see a 3% to double-digit percent range in potential payouts.  When you compare odds for your bets of interest, you can ensure that when you win, you get the most for your stake money.

Issues of Swedish Betting

BetVictor is known widely in the UK for having the most competitive football odds. If football is going to be the sport on which you will focus more than any other, BetVictor must be at the top of your list.  Read the BetVictor Sweden review.

Get solid odds from the best betting sites for players in Sweden


Pinnacle Sports operates as a reduced-juice sportsbook.  This means they don’t advertise  or offer a bonus & the savings is passed back to bettors with consistently higher paying odds on all sports and offer very high limits. A fantastic long term betting partner.  Read the Pinnacle Sports Sweden review.


Unibet, headquartered in Stockholm, provides some amazing coverage of sports betting, especially with their coverage of niche sports like ice hockey.  If you like a breadth of sports, Unibet must be considered heavily.   Read the Unibet Sweden review.

Go! Go!

William Hill is one of the oldest names in sports betting, established in 1934 and currently traded on the LSE.  William Hill covers all sports well, but football and horse racing are definitely their focus.  So if these are your passion, take note.  Read the William Hill Sweden review.





888Sport is a well-established international sportsbook that has recently added the SEK as a currency.  With a vast array of betting markets and extremely competitive odds margins across all sports, 888Sport is a great option.  Read the 888Sport Sweden review.



How comparing odds helps most:

Simply by the nature of calculating a potential payout, the chances for significantly different payouts exists for Combination and System bets.

With these types of wagers, odds are being multiplied together.  Here is an example for you:  Imagine you have a combination bet with four football matches.  You play with a solid betting site, but for these 4 games, there is another sportsbook that is offering on average a 3% odds premium on each of these outcomes.

When you calculate the difference in potential payouts on this small combo bet, you would be missing out on a premium of more than 12% by playing with your existing bookmaker.

The more event selections you make, the higher premiums can be.  In comparing odds, on combination and system bets, the range in potential payouts between the highest and lowest paying sportsbooks can be 10% to over 40%.  If you are interested in remaining profitable over time, it certainly behoves you to compare odds to ensure that when you win, you win the most that the market will offer to you.

Comparing outright winner odds

Another area where significant premiums can be gained in comparing odds comes with outright winner betting markets.  Examples would be Allsvenskan outright winner odds or Premier League outright winner odds.

Every team in a given competition will have odds associated with them as long as they are still mathematically able to win the competition.  As you get further down the list as the odds get higher, away from the favourites, you have a better chance for variation in the odds between bookmakers.

So if you like outright winner markets and you don’t really bet on the heaviest favourites, you can compare the outright winner odds and often get a premium of 10% to as much as 50%.

Don’t leave these potential payouts on the table.

MarathonBet has been operating since 1997 and has recently exploded in popularity with growth sponsorships of top English, Scottish and Spanish football clubs.  They have moved to offer the most comprehensive football betting coverage with extremely high-paying odds.  Read the MarathonBet Sweden review.