The World Cup has certainly been a "Bookies World Cup". The games have been timed perfectly for the European sportsbooks punters, and the punters are getting slaughtered!

So far results have very much gone in favour of the fixed odds firms, with Spain, Germany, France all beaten, and England and Italy succumbing to draws. Even the spread firms have been cheered by low goal and shirts make ups (traditionally more buyers than sellers).

This week a Sportsbook Trading Director said to Hyperion's Trading consultant: "if we're not making money we are in the wrong business"!

Hyperion has a foot in both camp's. Most of us are avid punters and it's fair to say we are blooded! The notable exception being our resident punting guru James Faux who on his blog tipped Argentina up at 8.6 (currently 5.5), one of only two sides to win both openers.

However on the flip side of the coin if the layers do have a rip-roaring competition it is ultimately good for Hyperion (and candidates) as many Sportsbooks will logically have an increased budget for hiring new staff. Whether punter or bookmaker comes out on top, ultimately football will no doubt be the winner (and the fella who is selling all the Vuvuzela's!).