First, stop posting in all capitals. What an anoying thing to do.
Second, You knew there was a game becuase you saw or heard about it somewhere (paper, net, casablanca sporrts schedule), it is your responsibility to know the start time
Third, When you realized you bet after the start time, you should have contacted them immediately to determine whether they would honor or void the bet.
Honor and Intergrity, my friend. If it was an honest mistake (i've made a few), then it is a painful lesson learned, and I am very sorry that it happened to you.
Regardless of the specific wording of what the rules overtly stated or omitted, the clear intent is the same.
I wish you the best of luck in the future in all your wagers and endeavors, UNLESS YOU KEEP TYPING IN FREAKIN CAPS.
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