If a player bluffs too infrequently, observant opponents will recognize that the player is betting for value and will call with very strong hands or with drawing hands only when they are receiving favorable pot odds. If a player bluffs too frequently, observant opponents snap-off his bluffs by calling or reraising. Occasional bluffing disguises not just the hands a player is bluffing with, but also his legitimate hands that opponents may think he may be bluffing with.

Optimal bluffing also requires that the bluffs must be performed in such a manner that opponents cannot tell when a player is bluffing or not. To prevent bluffs from occurring in a predictable pattern, game theory suggests the use of a randomizing agent to determine whether to bluff. For example, a player might use the colors of his hidden cards, the second hand on his watch, or some other unpredictable mechanism to determine whether to bluff.