A research project driven by a simple question: could football betting markets be understood through structured reasoning? We explored match outcomes, probability models, and bookmaker pricing in search of repeatable patterns. Although the project was paused after two years, the early research laid the intellectual foundation for everything that would follow.

The journey resumed with a fresh perspective following the incorporation of our research and development company, Grey Street Avenue, in Ghana. Revisiting years of archived work revealed that what once seemed incomplete was actually the beginning of a much larger idea. This marked the transition from exploration to validation as we began building the mathematical and conceptual foundations of what would eventually become Shepherd.

This was the year our ideas were tested in real market conditions. Under the newly established Oddsense initiative, an early prototype of Shepherd was evaluated using fixed pre match odds from the 2024 to 2025 English Premier League season. The results delivered a 77.27 percent win rate, providing good evidence that our reasoning framework could consistently identify meaningful market signals while reinforcing our vision of helping bettors make more informed decisions.

As the research matured, Oddsense began gaining recognition across the regional sports betting industry. The project was shortlisted for Consultancy of the Year at the Sports Betting West Africa Awards, while our founder, Kelvin Wilson, received the Outstanding Industry Influencer Award for advancing ethical innovation, responsible gambling advocacy, and data driven thinking. These milestones strengthened our commitment to transforming years of research into a product built on clarity, discipline, and trust.