Online betting has meant that bookies now offer many more bets than they used to. You can now sit in the comfort of your own home watching the game on tv and if you fancy a team to win you can go online and have a flutter.
1. The better value when betting in running comes from those games where the underdog scores first. For example, Liverpool are playing at home to Leicester and are expected to win with odds before the game of 4/11. However, Leicester score after 10 minutes and suddenly Liverpool's odds go to 8/5. It's so early in the game that you expect Liverpool to equalise fairly quickly and take the game. So, the in-running bet looks like good value. 5 minutes later, Liverpool score and they're back to 4/11 to win the game. If you can spot the in-running value you can bet on games that didn't look like value at all before kick off.
2. Similar to the first example, you might be watching a game where it's a draw coming up to the 80th minute but you're sure one team is going to take the win because they are pressing so hard. You can get 3/1 or more on a team winning a game if you bet late in the game. A speculative small bet could return you a hefty percentage profit.
3. In-running betting markets cover more than just the outcome of a game. You can also bet on the number of corners in a game, the correct score, the next team to receive a yellow card, and more. With the range of bets available, you can find yourself in a situation where you've bet on something before the game starts, and you can bet on it again in running and get a guaranteed profit! For example, you bet £2 on there being less than 11 corners in a game at 1/1 before the start. During the game, there aren't many corners for the first 20 minutes, so the bookies change the spread to less than 10 corners (10/11) or more than 10 corners (11/10). You can now put £2 on more than 9 corners. No matter how many corners there now are in the game, you won't lose (commonly called 'arbitrage')! Less than 11 (£2 at 1/1 = £4), more than 10 (£2 at 11/10 = £4.20). You've staked £4 and will win £4.20 if your >10 corners comes in. It might not seem like much of a profit, but if you increase the stakes and get a guaranteed no- lose situation, it's 5% profit.