Momentum shifts in play betting markets can significantly influence odds and betting behavior, as they reflect real-time developments in a sporting event. When one team or player gains an advantage, such as scoring a goal or making a crucial play, this can lead to rapid changes in the odds offered by bookmakers, as they seek to balance their exposure and reflect the new probability of outcomes. Such shifts can create opportunities for bettors who can quickly identify favorable odds before the market adjusts, but they can also increase volatility and risk, as well-informed bettors react to the evolving dynamics.