The public and their money is heavily on one side of a game based on their interpretation of the information. The bettors perceived value of a game match-up affects the price that he or she is willing to pay for it.
The actual price a match-up should be if unaffected by the perceived value. The sportsbooks adjust their true value price to capitalize on the perceived value of a game.
Smart Money Bets
Using our expert knowledge we are able to identify the difference between the perceived value and the true value. The differential between the two creates an opportunity. When the differential reaches a certain level it becomes a Smart Money Bet.