Sloth: You’re right, I was speaking of betting against the spread.
As for how the handicapping is originally done - the bookie or oddsmaker will set the line based on his analysis of both teams’ chances of winning. There is some art to this, but in general these guys are very accurate. A lot of sports books and private bookies simply use the lines generated by the big ones. Roxy Roxborough has perhaps the biggest service that provides these lines.
The potential for profit comes from two places - first, by being a better handicapper for that particular game than the sports book. This is possible because the professional sports bettor is only looking at a small handful of games, whereas the sports book has to come up with lines on all of them and can’t necessarily put in the same amount of effort. This is one reason why a lot of the pros specialize in college basketball and football - there are a LOT of games, and the sports book probably didn’t analyze each one very well. By going over the best-looking matchups very carefully, you can find value.
Second, the sports book may change their line slightly from what they believe is ‘correct’ if they think there will be a big imbalance of action on one side or another. As you said, they would ideally like to balance the action to eliminate risk. So if all the money starts going to one side, they’ll move the line to punish those bettors and to get more action on the other side. But don’t take this idea too far - if the book thinks the public is wrong it’ll often just let them keep betting. In essence, the book chooses to gamble with its own money.
Then there are other, rarer ways to make money such as obvious mistakes in setting the lines, mathematical errors the house might make in setting up things like parlay cards, etc.
Pro sports bettors hope to beat the spread by maybe 3-5 points. And they may only identify 3-10 betting opportunities a week out of dozens of games they look at. So to make a living, they have to bet very big money on those games. This takes a significant bankroll,and the variance is large because the number of bets you place a year is small. Let’s say you bet 300 games in a year, with an average of beating the spread by 5%. The luck factor here then becomes significant. Your total edge comes from picking 15 games out of 300 better than chance. So a few bad beats, a fumble here or there, unexpected injuries, and the like can wipe out an entire year’s profits. It’s not a profession for the faint-of-heart.
Also, because your edge is so small it’s very hard to see if you are making correct decisions or not. A lot of ‘pros’ out there are people who have just gotten lucky for a year or two. To tell whether your decision-making is correct requires a lot of post-game analysis. Too many guys make 5 picks, go 4-1, and pat themselves on the back for being a genius. Analysis of the way the wins happened may reveal that the actual reasons for the win were opposite of the reasons the handicapper chose.
So, it requires a lot of work, including a lot of boring post-game number crunching when there’s no money on the line. It’s really a full-time job, and you’d better already know your sports very well. And you have to be very good at mathematics to apply expectations and values to statistical events and such.