Why odds move
News comes in
An injury, a walkover, a player seen struggling in practice, a change of court or schedule. The market takes it into account quickly.
Bets pile up on one side
When a lot of bets come in on one player, the operator lowers his odds and raises those of the opponent to balance its risk.
A mistake is corrected
Opening odds are a first estimate. They get corrected as other operators publish theirs.
The margin changes
An operator may open with a higher margin, then reduce it as the match approaches, when activity increases.
Key point: odds that shorten mean the market believes more in this player (his implied probability rises). Odds that lengthen mean the opposite.