This about us page explains who runs Sports and Casinos, what we do and how we pay for it. In short, we are a small UK team that helps you judge the price of a bet, not pick winners.
Our tagline is “Your value betting resource”, and everything here is free to use. The site is for adults aged 18 and over in the UK.
The short version
- We are a small UK team at Axi Media Limited.
- We build free value betting tools and write plain-English guides.
- We earn commission when readers join a bookmaker through our links. It never changes our ratings.
- We never sell tips or promise profit.
About us: who runs Sports and Casinos
Sports and Casinos is run by a small team at Axi Media Limited, a company registered in England. Our company number is 05752322, and you can check it on Companies House.
Our registered office is 21 Elm Lane, Bourne End, Buckinghamshire, SL8 5PF. However, please use our contact page, linked at the end, rather than post.
What we do
We teach one idea: judge the price, not the winner. A bet is only good value if the odds are higher than the real chance of it winning. So our tools and guides focus on odds, maths and honest limits.
Here is what you will find on the site:
- The Value Predictor. A free tool that shows statistics for goal markets.
- Odds and maths calculators. These convert odds, remove the margin, and work out expected value, Kelly stakes, closing line value and more.
- Plain-English guides. Our value betting guide is the place to start. It links to shorter guides on each topic.
- Offers ranked by estimated value. We work out what a welcome offer is worth on average, then list them in that order.
How we are funded
We want to be clear about this, because it matters. Sports and Casinos earns commission when a reader joins a bookmaker through one of our links. That is how we pay for the team, the odds data and the site.
But commission never changes our ratings. We rank offers by estimated value, using the method set out in how we rate offers. If an offer is poor value, we say so, even when we earn from it.
Also, we never sell tips, and we never promise profit. Value betting is a way to judge prices. It is not a way to earn an income, and most bettors lose over time.
About us and the Value Predictor: how it works
The Value Predictor looks at 5 markets: over 2.5 goals, under 2.5 goals, both teams to score, match result and Asian handicap. For each match, both teams must have hit the market in a set share of their last few games.
- Over 2.5 goals: each team hit it in 70% of recent games, with an average of 3.0 or more goals.
- Under 2.5 goals: each team hit it in 70% of recent games, with an average of 2.0 goals or fewer.
- Both teams to score: both teams scored in 70% of each team’s recent games.
- Match result and Asian handicap: the side in stronger form, priced at 3.00 or shorter. We never pick the draw.
We dropped a goal in the first half and over 1.5 goals because their prices are usually shorter than the chance, so there is almost never value in them. Our Value Predictor page explains why.
Where live odds are available, the Value Predictor also shows the best UK odds and a fair price from the Smarkets and Matchbook exchanges. A green Value tag shows when the best price beats the fair price.
The output is statistics, not tips. Past form doesn’t guarantee future results. So we publish a live backtest of the Value Predictor’s rules to show how they have performed, good and bad.
Our editorial standards
We hold every page to the same 3 rules.
- Maths checked. Every worked example uses real numbers, and we check each sum twice before it goes live.
- Sources linked. When we quote a fact or figure, such as Gambling Commission data, we link to the source so you can read it yourself.
- Guides updated. Rules, offers and prices change. Therefore we review our guides and update them when something changes.
We also write in plain English. If a term is new to you, our betting glossary explains it in a sentence or two. If you spot a mistake, please tell us and we will fix it.
Our safer gambling commitment
Betting should be fun, and every bet can lose. That is why we never present betting as a way to solve money problems, and we never urge you to bet more or chase losses.
Instead, we encourage you to set a budget before you start, keep records and take breaks. Most bookmakers also offer deposit limits, time-outs and self-exclusion. If betting stops being fun, the support services below are free and confidential.
Finally, our content is for adults only. We don’t aim anything at under-18s, and we follow the UK advertising rules for gambling.
Contact us about us, or anything else
Do you have a question about us, a correction or some feedback on a guide? Then please get in touch through our contact page.
Please note that we can’t help with disputes about your account with a bookmaker. For those, contact the bookmaker first, then its independent dispute service if needed.
Related guides
18+ only. Betting should be fun, and every bet can lose. Set a budget you can afford to lose and stick to it. For free, confidential support, visit BeGambleAware.org or call the National Gambling Helpline on 0808 8020 133.