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ByRebecca Marston
Business reporter, BBC News

Denise Coates, the billionaire boss of Bet365, added another ₤ 323m to her wealth this promotion code week after the business her family established acquired another year of substantial profits.

She's been called the UK's most successful woman, with a fortune that Forbes publication puts in the region of ₤ 9.3 bn.

Most strikingly, she has actually made that mostly herself.

Bet365 is Stoke-on-Trent's largest private sector company, with more than 4,600 personnel. It provides its countless worldwide customers sports wagering, poker, gambling establishment, video games and bingo. The company had a ₤ 3bn turnover in the year to the end of March and an earnings before tax of ₤ 791m.

Ms Coates' bro John is joint president and her daddy Peter is the firm's chairman, but Denise Coates owns half the company and there's no doubt the success is mainly hers.

LISTEN: Profile: Denise Coates

Bet365 manager sees pay rise to ₤ 265m

Serious gamblers tend to have a "system", an allegedly sure-fire approach that will keep bringing benefits. So what's her "system"?

Return to the 1990s and there aren't lots of who would have bet on the little family-run chain of local betting shops growing to such a size.

A lot is down to her mathematical talent, which was exceptional from an early age. David Owen taught her at secondary school in the 1980s.

"She got whatever right, only asked important questions and was angelically acted. She was clearly off the scale. If we were talking Mensa, she 'd remain in the leading 1%," he informed the BBC.

'More girls'

She accomplished a first-rate degree in econometrics and trained as an accounting professional within the household firm, building even more on the knowledge of the small chain that she got while working part-time throughout high school.

As well as a very keen eye for figures - the heart of any effective bookmaker - she is also a moderniser.

Among her colleagues, Debbie Tatton, told the BBC: "When Denise came, she wanted a more detailed relationship between the personnel and the customers. We became a lot more expert, a lot more customer-focused. A great deal of more youthful people began can be found in, in addition to a lot more girls."

In 2000, Ms Coates upped the stakes and convinced the family to mortgage the business to enable them to develop new software application.

Her sibling states she became fixated on the capacity for online gambling and ended up being a pioneer because business.

Setting up head office in a momentary structure in a parking area, Ms Coates called it the ultimate gamble, buying the yohaig code domain name Bet365.com so that she could drive business because instructions.

'Innate knowledge'

"She's extremely smart and very figured out," says Warwick Bartlett, from international wagering and video gaming consultants GBGC.

"She is likewise capable of taking a look at the big image. Betfair was the innovator in in-play betting, however she was essentially the very first to harness mobile technology, recognising that bettors anywhere would have the ability to wager on sporting occasions."

A substantial 70% of earnings now comes through wagering on tablets and phones.

She is assisted, Mr Bartlett states, by the truth that she, uniquely, truly knows the yohaig code market. "The Coates family are third-generation bookmakers. They have discovered the company from moms and dads and grandparents.

"She has a natural knowledge of what the bettor is looking for. A great deal of the business these days have managers that may have come from [other sectors] They are expert managers who try to use their understanding got from selling beans or margarines."

Ad controversy

Mr Bartlett states close understanding of another business has actually helped with the in-play football earnings: Bet365 owns regional club Stoke City.

"Owning a football club provided them an insight into the way the Premier League worked. Stoke City, not so effective itself, has played groups that actually are," he states.

"On top of the contact with the professionals they benefit from coverage through the sponsorship of the group. Bet365 has excellent direct exposure every time Stoke are included."

Ms Coates' dad is chairman of Stoke and has a higher public profile than she does.

But the name best related to Bet365 is, obviously, Ray Winstone, whose gravelly tones used to advise punters to "bet in play - NOW!" before the advertisements were pulled.

Again, Warwick Bartlett says, Ms Coates got it right. "Using Ray validates my point about 365, they understand their customers. He's a middle-aged guy and a little bit of a geezer.

"Cleverly, Bet365 use similar types to interest their clients in other markets. In Australia, it's Samuel L Jackson - he encounters in the advert as an extremely cool guy."

Bet365 continues to keep one step ahead. It's moving into the US as the marketplace there opens.

But while Denise Coates' organization brain thinks global, she herself is likely to remain rooted in Stoke.

UK's best-paid manager earns ₤ 265m

21 November 2018

Online betting employer made a CBE

31 December 2011

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