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Im not a mid to high stakes reg, but this isnt something done by just them so i feel justified in answering the question.
they're estimated by range analysis. For example, suppose we had the same board, and based on reads and tracker info we know that villain can only have {QT, 22} here. What happens if we bet? Well, QT will at least call, regardless of the amount. So we are estimating how often 22 folds. Suppose we bet our 13 into 18. Then, unless villain is weird, 22 will fold. Ok, so was our bet profitable? Well, there are more combinations of QT than there are of 22, so he will end up calling more times than folding. In fact, since there are 16 combos of QT and 6 combos of 22, we estimate the odds villain calls as 16:6 (2.67:1) or 16/22 = 72% of the time. Well fuck, our bet is -ev.
We apply this kind of thinking (hopefully i didnt screw up any of the mental math there) to larger, more realistic ranges in order to determine if a bluff may be +ev. Of course, in this example i said 22 always folds and QT always calls. In reality, villains never "always" do the same thing with a hand. For instance, if he could also have KQ, he might call 50% of the time. We would then have to evaluate that into our calculations.
Last thing, if we determine that a bluff is in fact +ev, we might then be concerned with weather a check could potentially be ++ev. This would take into account how often villain might try to bluff us back with a worse hand. For example...
Suppose we have KK on a A22 board rainbow. We are first to act and villain has a semirealistic range of {AQ+, 77-QQ}. We also know that villain always folds his pocketpairs if an ace hits the flop and we bet out. Is it profitable to bluff? Probably, there are more combinations of 77-QQ than AQ+ (36 compared to 18), so we should be able to find a bet that is +ev. BUT, suppose we also know that if we check, then villain will bet pot with his entire range. Well...then we should check because it would be more ev to collect bluffs from his 77-QQ range (and lose to value from his AQ+ range) than it would be to just fold out this range.
I used some convenient assumptions here, but this type of thinking applys to more than just this particular villain.
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