If you have no data but one side is actually heavily favored to win, you cannot determine how much you should bet on that probability even though there is an opportunity to make good sized bets. If neither side is favored to win, then you can still make good sized bets if the payout is not 1:1.
The Kelly Criterion formulates all this - the probability of win/loss does in fact matter, and if you don't "know" that, you cannot make a good bet. Knowing it is 50/50, you can bet on it.