About TACTIX

What Is TACTIX?

About TACTIX in brief: TACTIX is a UK-based football intelligence platform that publishes calibrated match predictions from its own statistical model, with the record graded in public, alongside live scores, league standings, form analysis, betting calculators and bookmaker comparisons. Coverage runs across the Premier League, the EFL, Scottish football, the Champions League, the major European leagues and a long tail of regional competitions.

The goal is not to sell tips. The goal is to give serious football followers — analysts, statisticians, fantasy managers, and bettors — a single platform with the data and reasoning to think clearly about matches. Some users pay for advanced features; most use the free tier indefinitely. Every page on the site is built around the same principle: be honest about what the data can and cannot tell you.

How TACTIX Makes Money

TACTIX is paid for by Pro subscriptions and by display advertising. We do not earn from bookmakers.

• Subscriptions: Starter is free, and the paid Pro plan unlocks advanced features — deeper market access, the AI prediction model’s full outputs, accumulator picks and player- and team-level analytics. Elite is held while it is tested.
• Advertising — display ads served via standard ad networks. Ads are clearly labelled.

If you spot editorial content that reads like an advertisement, please contact us — we'd want to know.

What TACTIX Does Not Do

• We don't sell tips. The "tipsters" model — paid weekly tips with cherry-picked historical records — has well-documented credibility problems. We publish prediction probabilities with reasoning, and we don't claim systematic profit against bookmaker margin.
• We don't operate as a bookmaker. TACTIX is not a gambling operator and does not accept bets. The site is an information service.
• We don't target minors. Gambling-related content on this site is age-gated where appropriate and clearly marked 18+. We do not run social-media campaigns intended to reach under-18s.
• We don't accept payment for editorial coverage. Bookmaker reviews are written from publicly available facts. We don't accept payment to influence the editorial line of a review.

Editorial Principles

Four principles guide our content:

• Probabilistic honesty. A prediction is a probability, not a forecast. We write about the model's confidence in each outcome rather than telling readers which result is "going to" happen. The AI Prediction Models page is the long-form explainer.
• Verifiable claims. Specific claims — a player's xG, a team's form points, a manager's record — should be checkable against the underlying data. We try to surface that data alongside the claim where space allows.
• Limits acknowledged. Football is a high-variance sport. Models lose to noise; insiders have information that models don't. We write with those limits in mind.
• Responsible gambling. Anywhere on the site that discusses bookmakers, betting, or accumulators carries 18+ messaging and signposts to BeGambleAware and GamCare. This isn't a regulatory checkbox — it's a baseline for any site that publishes gambling-adjacent content.

The Team

TACTIX is founded and led by Chris Watts, Founder of TACTIX, working with a small UK-based team combining football analysis, machine learning engineering, and product design experience. The methodology, editorial standards, and corrections policy behind the site are documented on the methodology page. Our editorial policy, corrections, how TACTIX makes money and the analyst each have their own page. The site has been running and iterating since 2026, built on a model trained and validated against years of historical match data.

We are not a journalism brand. The content on the site is built around data and modelling, not original reporting. Where we cover transfer windows, manager appointments, or other news, we link to and credit the original sources.

Get in Touch

For product questions, partnership enquiries, editorial corrections, press, or anything else — the contact page has the full set of routes. We reply.