ABSTRACT
The objective of this chapter is to conduct an empirical investigation of betting decisions made by individuals in the UK non-parimutuel betting market. More specifically, it investigates the existence of evidence for identifiable subclasses of bettor, characterized by their superior performance in terms of quality of betting decisions made and associated financial returns. A distinctive feature is the use of documented evidence of actual decisions made in a large number of betting shops throughout Great Britain. This allows important extensions to earlier work which seeks principally to identify profitable betting opportunities within markets, but which is unable to offer an analysis of the nature of bettors’ individual decisions.
