Lord of Tips is a new to market horse racing tipster service which is operated by one Matthew Atkinson. He claims that his service can help people make lifechanging amounts of money.
Introduction to Lord of Tips
Whenever I look at a new service, there is a lot that I have to consider. Because the unfortunate truth of the matter is that there is dishonesty in this industry. Irrespective of your opinion on this, the fact of the matter is that results can be stretched, people make outlandish claims, they even produce seemingly valid evidence of profits that is entirely questionable. This is all very important for me to establish before I get into this, because in many respects, I feel like the base line for today’s review probably hovers somewhere around this.
Now here’s the thing, Lord of Tips is a very interesting exercise in marketing. And I will break all of this down over the course of this review as I compare the claims that Matthew Atkinson makes and the realities of it all. Because there are a lot of vague claims made in the marketing. About how much money you can make, how low risk the service is, and a host of other things. There is also a surprising amount of content included as well. As such, this does look like a reasonable service.
The realities however are pretty far removed in my opinion. Because here’s the thing, whilst Matthew Atkinson might be very good at making Lord of Tips “look” a certain way, it isn’t, necessarily. There is a lot of misdirection going on here. Arguably more so than I think I’ve seen from a service for a very long time. And not surprisingly, that is very concerning to me. So, with all of that out there, let’s get into this, and see what is what.
What Does Lord of Tips Offer?
As I mentioned in my intro, there is a lot of content that comes with Lord of Tips. And I will be coming to this, but before I do, I want to focus on the core product. This is of course the tipster side of things. I mean, why wouldn’t this be at the center of everything? Matthew Atkinson has even named his service after it.
Now, I’ll be honest here and say that for various reasons, I haven’t come into Lord of Tips with the highest of expectations. And I am not overly surprised to find that that was probably a good move. Because as far as tipster services actually go, this is a pretty bare boned affair in my opinion.
Logistically, everything here is pretty much what you would expect from any tipster service in this day and age. Whilst I am quite sure that Matthew Atkinson would argue to the contrary, I believe that ultimately, he is offering a very bare bones service here. In theory, that doesn’t always have to be a negative thing. It can be easy to get bogged down in superfluous dressing when it comes to betting services, but here, it isn’t ideal.
As you might expect, selections are sent out directly to subscribers via email. Unfortunately, you don’t necessarily get a huge amount of time to get bets placed etc. Matthew Atkinson can send out selections for Lord of Tips a bit late for my taste. This has a number of impacts in terms of how the service operates, but one of the key ones for me is definitely in terms of extracting value.
Generally speaking, getting bets early allows you to get on an odds comparison site and see where you can get the best odds. Because the closer you get to the off with a race, generally speaking, the shorter the odds that are available. This is why services generally perform at their worst to industry start price. Receiving bets later though means less time to do this, and importantly, more time for odds to start moving.
And based off everything I’ve seen, you definitely want to try and get those best odds. Because whilst Matthew Atkinson makes a lot of Lord of Tips sound like a sure thing, you aren’t generally betting on horses that seem to represent very good value. As such, you really need to squeeze the most out of every winner that you can.
This brings me to a claim that Matthew Atkinson makes that immediately stands out to me about Lord of Tips. We are told that the claimed strike rate for this service is a mind blowing 90%. 9 out of 10 horses winning is an unbelievable number. Very literally. Even some of the best lay betting services I have looked at struggle to get close to this kind of figure. As such, I am highly sceptical of anybody’s ability to nail this down backing horses to win.
This has a massive impact on… Well, everything, in my mind. Because all of a sudden, the notion of placing 4 or 5 bets per day is a little bit daunting. Not that Lord of Tips seems to get to this kind of high very often. But it would also be naïve to completely ignore that this is something that does happen.
Compounding that is the fact that Matthew Atkinson provides no information on staking or betting bank either. Personally, I’d want to have a betting bank of at least 100 points if I were following this. Furthermore, I would only be staking a point on each bet as well. If only because I would fully anticipate significant drawdown from Lord of Tips.
On top of the tips themselves, Matthew Atkinson provides a huge amount of additional content. This is all made to sound very flowery in the sales material, but if I’m honest, I find it to be of questionable value. In actual fact, what it seems to be to me is simply stuff that has been repurposed and leveraged here as “bonus content”. It isn’t necessary for Lord of Tips, and I don’t really think it adds much to the service.
How Does Lord of Tips Work?
Matthew Atkinson has a lot to say about Lord of Tips, but one area that he conveniently skips over. A lot. Is how the service actually works. He talks about how he has been betting for most of his life, and that he has made a career of betting on horses for “over 15 years”. This goes on a fair amount with the focus being on how this is a stable and low risk approach to betting.
Meanwhile, he is quick to espouse criticism of other tipster services. He talks about how they are out to rip you off, how you can’t trust the claims that they make. How their results are too good to be true. All said without a trace of irony, of course. There is a hell of a lot of this kind of narrative. But nothing about his selection process.
And all of this is a little bit concerning to me. In my experience, it is those tipsters who are keen to point the finger at others in the way Matthew Atkinson does that are least likely to deliver. Especially when their services are falling into the exact same accusations they level at others, all whilst not being able to offer anything more. It is an incredibly telling thing, and you should be absolutely willing to question this.
Topping it all off is an incredibly dramatic lack of evidence. Matthew Atkinson provides one highly questionable set of screenshots and that is it. In and of itself, that would be cause for concern, but given the wider context here it is a huge red flag. Especially because any tipster I know would be more than happy to show off their 90% strike rate with very comprehensive proofing. All of which just counts even more against Lord of Tips.
What is the Initial Investment?
If you want to sign up to Lord of Tips, there is only one option available. This is a one time cost of £29 plus VAT for which you get access to tips for… Well, a seemingly indeterminate amount of time. The fact is that Matthew Atkinson doesn’t actually place any statute on this, although there is an insinuation it may only be a month,
What is the Rate of Return?
One of the things that is really interesting to me about Lord of Tips is that Matthew Atkinson doesn’t actually talk about how much you can potentially make. At least, not explicitly. Instead, we are treated to statements like:
“In no time, you could have a terrific account balance that allows you to live the lifestyle of your dreams. You’ll have cash on hand to pay unexpected bills or to treat your wife to a special gift “just because.”
You’ll be able to take exciting vacations (when this pandemic is over and we are able to move around again) and visit the places you’ve always wanted to.”
Otherwise, there is “evidence” provided that shows 4 bets coming into a total of £679.41. This is over one, maybe two days. The reason for this uncertainty is because there is almost no context for any of this. Just 3 of the 4 betting slips are dated, and there are no details of odds or of stakes either. As such, these returns mean very little in my eyes.
Conclusion for Lord of Tips
There is a lot about Lord of Tips that is unknown. Let me be very clear. That isn’t a good thing. I’m all for a bit of mystery and intrigue if I’m reading the latest John Grisham book by the pool. Much less so when it comes to paying out my hard earned money for a tipster service. What I want when a tipster is trying to sell themselves are facts and hard evidence. Unfortunately, we get none of that here.
Honestly, I cannot recall the last time I looked at a tipster service that is so transparently vague. And I cannot stress enough how much of a problem that is. I know that I’ve poked a little bit of light fun at Lord of Tips, but I want to be serious for a minute. What are you actually getting here? Sure, you’re getting tips. But that is all that you can really say, which is problematic.
Building on this, the few actual claims that are made are hugely questionable. Matthew Atkinson claims that he has a strike rate of around 90%. A number that is of course entirely unsubstantiated. Why exactly is this so problematic? Well, for context, I recently looked at a lay betting tipster service, that is to say, a service that involves picking a horse to not win, rather than win. Inherently, this does increase your odds of winning.
That lay betting service that I am talking about is fully proofed by the tipsters behind it, and they have a 93% strike rate. Something that I feel makes it painfully obvious that when Matthew Atkinson makes a claim of a 90% strike rate, he just sounds quite ridiculous. Especially because of that distinctive lack of… well… anything really.
The fact of the matter is that these concerns pertain to very simple and basic things. And I don’t think it’s a stretch to say that if something even as simple as this can’t be done right, it doesn’t exactly bode well for the rest of Lord of Tips. Especially when Matthew Atkinson really puts his effort into trying to convince that other services are bad and his are good.
So with all of that in mind, it really shouldn’t come as any surprise that I can’t really bring myself to recommend Lord of Tips. You have no choice but to come into this blind, and that just isn’t something that I generally recommend… Well, ever, if I’m honest. But it applies doubly so for a tipster service that has come out of absolutely nowhere with no real compelling reason to actually sign up.