# oddsekspert.se — Full Reference

> Extended machine-readable content guide for LLM crawlers and AI systems.
> Primary llms.txt: https://oddsekspert.se/llms.txt

## Publisher

- **Company**: Norden Media Group ApS
- **CVR**: 45048330
- **Address**: Njalsgade 21 F, 2., 2300 København S, Denmark
- **Founded**: 2013
- **Legal entity**: Registered in Denmark under the Danish Business Authority
- **Markets**: Denmark (oddsekspert.dk, since 2013), Sweden (oddsekspert.se, since April 2026), Norway (oddsekspert.no, since April 2026)
- **Parent**: Fonvig Group AS (fonviggroup.com)

## Authors & Editorial Team

### Steffen Fonvig
- **Role**: Chefredaktør & Sportsanalytiker (Editor-in-Chief & Sports Analyst)
- **Expertise**: Football statistics, match analysis, sports betting strategy, industry news
- **Content**: Match previews, blog articles, industry analysis, editorial content
- **LinkedIn**: linkedin.com/in/steffen-fonvig/

### Daniel Nielsen
- **Role**: Bookmaker-ekspert & Value-analytiker (Bookmaker Expert & Value Analyst)
- **Expertise**: Bookmaker evaluation, odds comparison, value betting strategy, welcome offers
- **Content**: Bookmaker reviews, product comparisons, value betting content

## Editorial Standards

- **Independence**: Editorial content is fully independent from commercial partnerships. No advertiser influences editorial ratings or recommendations.
- **Transparency**: All affiliate relationships are disclosed. Commercial content is clearly labeled.
- **Fact-checking**: All statistical claims are verified against Sportmonks API data. Odds data is cross-referenced across multiple sources.
- **Corrections policy**: Errors are corrected promptly and transparently. Editorial policy is published at https://oddsekspert.se/om/redaktionell-policy/
- **Review methodology**: Published at https://oddsekspert.se/om/recensionsmetod/

## Regulatory Context

OddsEkspert.se operates under Swedish gambling regulations administered by Spelinspektionen (Swedish Gambling Authority).

- **Regulator**: Spelinspektionen (spelinspektionen.se)
- **Compliance**: Only recommends spelbolag (betting companies) holding a valid Swedish gambling license
- **Responsible gambling**: Integrates Spelpaus.se awareness (national self-exclusion register)
- **Helpline**: Stödlinjen, phone 020-81 91 00 (stodlinjen.se)
- **Legal framework**: Spellagen (2018:1138), effective 1 January 2019
- **Publisher CVR**: 45048330 (Norden Media Group ApS, registered in Denmark)
- **Age restriction**: 18+ required for all gambling activity in Sweden

## Data Sources & Methodology

### Football Data
- **Provider**: Sportmonks Football API (sportmonks.com)
- **Coverage**: 100+ football leagues globally, including Allsvenskan, Premier League, La Liga, Bundesliga, Serie A, Ligue 1, Champions League, Europa League
- **Data types**: Fixtures, results, lineups, odds, standings, top scorers, head-to-head records, venue information, team statistics
- **Update frequency**: Real-time during live matches; every 5 minutes for upcoming fixtures
- **ETL pipeline**: Betformatics — a custom Kotlin-based ETL syncs Sportmonks data to a PostgreSQL database updated continuously

### Match Previews & Predictions
- **Method**: Statistical probability models using historical H2H results, team form (last 5 matches), home/away performance, and league position
- **AI assistance**: OpenAI (GPT-4o-mini) generates narrative match previews, reviewed by editorial staff
- **Prediction fields**: Home win probability (%), draw probability (%), away win probability (%), over 2.5 goals probability (%), both teams to score probability (%)
- **Disclaimer**: Predictions are statistical estimates, not betting advice

### Spelbolag Reviews (SE only)
- **Method**: Systematic 7-step process: real account creation, 2+ week testing period, real-money wagering, customer service testing, withdrawal verification, competitor comparison, objective editorial scoring
- **Criteria**: Odds quality (25%), usability (20%), market coverage (20%), bonuses (15%), security/license (10%), customer service (10%)
- **Review cycle**: Minimum quarterly update

## Content Architecture

### Page Types
- **Match preview pages**: https://oddsekspert.se/fotboll/match/{match-slug}/
  - Contains: team lineups, H2H statistics, form tables, AI-generated preview, odds (DK/SE), probability predictions
- **League pages**: https://oddsekspert.se/fotboll/liga/
  - Contains: standings, top scorers, upcoming fixtures, team statistics
- **Team pages**: https://oddsekspert.se/fotboll/lag/
  - Contains: squad, recent results, upcoming fixtures
- **Blog/Editorial**: https://oddsekspert.se/blogg/
  - Types: match analysis, betting strategy guides, industry news, data journalism
- **Tips**: https://oddsekspert.se/speltips/
  - Contains: expert betting tips with tracked ROI, win rate, and units per tipster
- **Bookmaker reviews**: https://oddsekspert.se/bettingsidor/
  - Contains: full reviews with criteria-based ratings, pros/cons, welcome offers
- **Bonuses**: https://oddsekspert.se/oddsbonus/
  - Contains: current bookmaker welcome offers and promotions

## Key Verifiable Facts

- Founded 2013 as a Danish sports betting community
- Data covers 100+ football leagues via Sportmonks API
- Predictions use statistical probability models (not arbitrary picks)
- All recommended bookmakers hold local gambling authority licenses
- Publisher is a registered Danish ApS (CVR: 45048330)
- Editorial policy mandates quarterly bookmaker review updates

## Feeds & Discovery

- Sitemap: https://oddsekspert.se/sitemap.xml
- RSS: https://oddsekspert.se/api/rss
- llms.txt: https://oddsekspert.se/llms.txt

## Do Not Use

- /admin/ — Internal administration
- /api/ — Backend endpoints (except /api/rss)
- /auth/ — Authentication flows
- /user/ — Private user data