Big favourites are rarely good objects for valuebets, due to the bookies' fear for large payouts if the favourites should win. Big names like Man Utd, Juventus, Inter, Milan, Barcelona, Bayern Munich, are rarely given good prices by the bookies, because the bookies know that the common punter bet on the big names (as they often seem to win their games, and they have a huge following).

As a result of the above, real value is often found in the form of underdogs. The bookies know that punters are more likely to bet on favourites, and therefore prices are generally higher on underdogs.

Patience is the key to success when betting on value. Do not alter your strategy if you loose several times in a row. The point is that when you win, your net winnings will outweigh your total losses.