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The best price refers to the odds which are offered by bookmakers on a specific sporting event. The odds themselves are just the price, and these can vary from a short price, which means that the bookmakers think the selection has a good chance of winning, to a long price, which means that the selection is something of an outsider. In all cases the odds in the UK are generally written as fraction odds, which are presented as follows: 5/1. These mean that the figure on the right represents the stake being placed, and the figure on the left is the number of times that stake will be multiplied if the bet is successful.
Finding the best price for a particular bet means finding the odds which will result in the largest pay-out if the bet is successful. This is also known as seeking out the value in the market. More experienced bettors pride themselves on being able to spot bets or opportunities which may have evaded the bookies themselves, but newcomers to the world of sports betting are more likely to find the best price for a particular event simply by comparing bookmakers. Almost all online sports betting firms will claim that they offer the best price, but the key to making the right choice lies in being extremely vigilant. An event such a team line-up being announced or a horse pulling out of a race can radically alter the odds being given on an event, and bettors who watch closely and act quickly may be able to take advantage of better odds before the bookmaker has time to react to the change in circumstances.
In addition to this, it is useful to look out for special offers from bookmakers which might make a particular bet more attractive. Online betting is highly competitive, and bookmakers are always trying to attract new bettors in particular by offering initiatives such as price boost or free bets.