Smartodds is a company based in North London which provides statistical research and consulting services about sports. Our team of quantitative analysts develop and implement predictive statistical models for sporting events (primarily football), and we combine the results of this research with reports produced by our team of sports analysts who provide in depth analysis of past and future matches. The data produced by this research is presented to our clients in software and web pages specifically customised for them by our software development team. Our clients then use this information to help make decisions about bets on sporting events.