Not saying they are not generated by genuine bets. More likely scousers trying to make a quick quid and they may well be successful. Immaterial as a profit maker for Sky. Also gives them a presence and believe it or not they love the PR of someone having a big win. Gone are days of some bookie trying to rip you off at every turn - brand and PR is everything.
They still make huge amounts from betting and online casinos but key is on events, not knowledge where they have no control. They got burnt when Sven appointed as England manager - You probably couldn't get £1k now accepted on any of their specials susceptible to inside knowledge. Their online tables are making that in seconds.