Alternatively if you have done research and believe it is a good buy opp anyway you will look at price movement and choose buy in point. You will also not be swayed by subjective commentary on the bb.
gvc bought part of sportingbet in the William Hill deal and has undertook a rationalisation I believe to improve profitability. Other than that I have no real opinion on gvc although they seem to perform well. Playtech seems to be a driver around quite a lot of innovation in gaming - very development focused.