One of the most common search queries related to the Super Bowl every year is “best bets.” I used to work in sports betting SEO, and I’ve seen all the troubling data.

Sports fans and Super Bowl watchers typically want quick and painless advice on how to bet on the Big Game. These “best bet” recommendations are designed for so-called casual or recreational bettors. They are not for so-called “sharps” (i.e., people who supposedly take betting seriously enough not to look for cheap picks).

The truth is that there are no “best bets” for the Super Bowl in the sense that, over time, you will lose money betting on the game. Not all bets are the same, but you should not expect to be profitable betting on the Super Bowl.

Affiliate Model Drives Content

Betting content creators and writers follow sports closely and often put thought into their Super Bowl “best bets” and picks. However, the purpose of “best bets” articles and videos is to drive engagement and entice you to sign up for a sportsbook advertised on the page or in the content.

What I’m describing here is the affiliate marketing model. It’s a hybrid of advertising and journalism/editorial (“advertorial,” as the industry calls it).

Don’t be deceived into believing that “best bets” content gives you reliable picks. The headline or title of the content contains those words solely to improve search engine visibility.

Similar to queries like “best deals” and “best promos,” this content is considered to have high user “intent.” In other words, you’re ready to sign up for a sportsbook and begin gambling.

RG Messages on ‘Super Bowl Best Bets’ Content

It is essential to gamble within your means and, as the gambling industry says, “keep it fun.” However, sports betting apps are designed to be addictive, and it’s unfair to place the “responsibility” on the user of an addictive product.

So-called “Super Bowl best bets” articles and content will often include a gambling addiction hotline number and some disclaimer that the content creator or website earns a commission from the content.

The gambling article or video might also include a warning that gambling comes with risk and that the picks provided are for “entertainment purposes only.”

That all sounds fine, but the reality is that half of online sports bettors chase losses, a core component of a potential gambling problem. The most valuable customers for a betting app are people with compulsive betting habits.

“Responsible gambling” messaging on these Super Bowl picks articles is really just the bare minimum level of care for the large percentage of sports bettors who will develop a problem.

If you do bet on the Super Bowl and rely on the “best bets” from a gambling content website or social media channel, please be aware of three things:

• Sportsbook apps can be extraordinarily addictive (by design).
• Registering for a betting account will expose you to aggressive marketing.
• No betting recommendations are literally the “best” options to win money.
• Prop bets can seem like harmless fun, but be careful of in-game betting.