ValueBets.uk is a small, independent UK team with one aim: to help you judge whether a price is worth backing. We don’t tip winners. We show you how to tell a fair price from a generous one.
We call ourselves the home of the value bet, and every tool and guide on the site is free. ValueBets.uk is for adults aged 18 and over in the UK.
ValueBets.uk at a glance
- A small UK team, part of Axi Media Limited.
- Free value betting tools and plain-English guides.
- Paid by commission when readers join a bookmaker through our links, which never affects how we rate offers.
- No paid tips and no promises of profit, ever.
The company behind ValueBets.uk
ValueBets.uk belongs to Axi Media Limited, registered in England under company number 05752322. You can look the company up on Companies House.
The registered office is 21 Elm Lane, Bourne End, Buckinghamshire, SL8 5PF, but the quickest way to reach us is the contact page linked at the bottom of this page.
What you will find here
Everything we publish comes back to one question: is the price bigger than the real chance? If it is, the bet has value. If not, it doesn’t, however likely the outcome looks. So we concentrate on odds, the maths behind them and being straight about what any tool can do.
The site is built around four things:
- The Value Predictor. A free tool that sets recent form in four football markets against the best UK odds.
- Calculators. Convert odds, strip out the bookmaker’s margin, and work out expected value, Kelly stakes, closing line value and more.
- Guides in plain English. Start with value betting explained, which links on to a short guide for each topic and the free masterclass.
- Offers sorted by estimated value. We estimate what each bookmaker welcome offer is worth on average and list them from the best value down.
How ValueBets.uk is paid for
This matters, so here it is plainly. When a reader opens a bookmaker account through one of our links, we may earn a commission. That pays for the team, the odds data and the running of the site.
Commission has no say in our ratings. Offers are ranked by estimated value, following the method on our how we rate offers page. If an offer is poor value we will tell you, whether or not we earn from it.
We don’t sell tips and we never promise profit. Value betting is a way of judging prices, not a way to make a living.
How the Value Predictor picks matches
The Value Predictor covers four markets: over 2.5 goals, under 2.5 goals, both teams to score and match result. A match only appears when both teams have landed that market in a set share of their recent games.
- Over 2.5 goals: each team has gone over in 70% of recent games, averaging 3.0 goals or more.
- Under 2.5 goals: each team has stayed under in 70% of recent games, averaging 2.0 goals or fewer.
- Both teams to score: both sides have scored in 70% of each team’s recent games.
- Match result: the team in better form, at odds of 3.00 or shorter. The draw is never picked.
Two markets were left out on purpose: a goal in the first half and over 1.5 goals. Their prices are usually too short for the real chance, so value almost never turns up there. The Value Predictor page goes through the reasons.
When live odds are available, the Value Predictor also shows the best UK price and a fair price taken from the Smarkets and Matchbook exchanges. A green Value tag appears when the best price beats that fair price.
The picks come from a form rule, so they are a starting point rather than a guarantee. That is why every pick sits next to its prices: the best UK odds, the fair price and the minimum odds needed for value. Our lesson on judging a betting track record explains why a hit rate alone tells you very little.
How we check our work
Every page has to pass the same three tests.
- The maths adds up. Worked examples use real numbers, and each sum is checked twice before it is published.
- Sources are linked. When we use a fact or figure, such as Gambling Commission data, we link to where it came from so you can check it.
- Guides stay current. Rules, offers and prices move, so we review our guides and update them when something changes.
We write in plain English too. Any unfamiliar term is explained in a line or two in our betting glossary. And if you find a mistake, tell us and we will correct it.
Our approach to safer gambling
Betting should be entertainment, and no bet is ever certain. We never suggest betting as a fix for money worries, and we never encourage anyone to bet more to win money back.
We do encourage you to set a budget before you start, keep a record of every bet and take regular breaks. Most bookmakers also offer deposit limits, time-outs and self-exclusion. If betting stops feeling like fun, the free, confidential services listed below can help.
Our content is written for adults only. Nothing here is aimed at under-18s, and we follow the UK advertising rules for gambling.
Get in touch
Got a question about ValueBets.uk, a correction or feedback on one of our guides? Send it through our contact page.
We can’t step in on problems with your bookmaker account. For those, contact the bookmaker first, and then its independent dispute service if you need to.
Related guides
18+ only. Betting should stay fun. Set a budget before you start, only bet what you can comfortably afford, and take a break whenever you need one. For free, confidential support, visit BeGambleAware.org or call the National Gambling Helpline on 0808 8020 133.