Time, timing, & body language can all be used to achieve this. Making a big wager following a string of smaller ones, for example, can give the impressionpopular slots of strength and cause opponents to second-guess their own hand. Bluffing is a strategy, but there are risks involved. If used excessively, it can become predictable and lose its effectiveness. To keep things unpredictable, players have to find a way to balance playing genuinely strong hands with bluffing.
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