Lizzy Yarnold and Shelley Rudman are in action in the opening two runs of the women's skeleton.
Britain has a proud history in this event, winning a medal on each occasion since it was added to the Olympic programme in 2002, including gold four years ago for Amy Williams.
Yarnold starts as favourite after an impressive World Cup season and has been fastest in four of the five practice runs, while veteran Rudman is the reigning world champion and took silver in Turin in 2006. The medals are not decided until Friday when the third and fourth runs take place.
James Woods and Elise Christie represent Britain's main hopes of a medal on Thursday.
Woods - a world silver medallist and X-Games bronze medallist - goes in the men's slopestyle skiing event, making its Olympic debut, although he is carrying a hip injury after crashing in practice.
Short track speed skater Christie and team-mate Charlotte Gilmartin both made it through to the heats of the 500 metres, which comes to a conclusion with the quarter-finals, semi-finals and final, all on Thursday morning.
This is the shortest of Scot Christie's three events at the Games. Her favoured discipline, the 1,000m, starts next Tuesday.
The other medals being decided are in the men's individual biathlon, women's classic cross-country skiing, women's 1,000m speed skating and the all-new luge team relay.
Britain's curlers continue in the round-robin. Eve Muirhead's rink, who have lost two of their first three matches in the women's competition, are up against China at 5am GMT, while the men - skipped by David Murdoch - play the United States at 10am looking for their fourth win out of five.