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ByRebecca Marston
Business press reporter, BBC News
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Denise Coates, the billionaire employer of Bet365, added another ₤ 323m to her wealth this promotion code week after the company her family established racked up another year of big revenues.
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She's been called the UK's most successful female, with a fortune that Forbes magazine puts in the area of ₤ 9.3 bn.
Most noticeably, she has made that mostly herself.
Bet365 is Stoke-on-Trent's largest economic sector company, with more than 4,600 staff. It uses its countless around the world customers sports wagering, poker, gambling establishment, video games and bingo. The firm had a ₤ 3bn turnover in the year to the end of March and a profit before tax of ₤ 791m.
Ms Coates' brother John is joint chief executive and her dad 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 increase to ₤ 265m
Serious gamblers tend to have a "system", an allegedly sure-fire technique that will keep bringing benefits. So what's her "system"?
Go back to the 1990s and there aren't numerous who would have bet on the small family-run chain of regional betting shops growing to such a size.
A lot is down to her mathematical skill, which was amazing from an early age. David Owen taught her at secondary school in the 1980s.
"She got everything right, just asked pertinent concerns and was angelically acted. She was clearly off the scale. If we were talking Mensa, she 'd be in the leading 1%," he told the BBC.
'More ladies'
She attained a first-class degree in econometrics and trained as an accounting professional within the family firm, developing further on the knowledge of the little chain that she picked up while working part-time throughout high school.
In addition to a very eager eye for figures - the heart of any effective bookie - she is also a moderniser.
Among her coworkers, Debbie Tatton, the BBC: "When Denise came, she wanted a closer relationship between the personnel and the clients. We ended up being a lot more professional, a lot more customer-focused. A great deal of younger people began can be found in, in addition to a lot more women."
In 2000, Ms Coates upped the stakes and encouraged the household to mortgage business to permit them to develop new software application.
Her sibling states she became focused on the potential for online gambling and ended up being a leader because business.
Establishing headquarters in a temporary structure in a parking lot, Ms Coates called it the ultimate gamble, buying the domain name Bet365.com so that she might drive business because direction.
'Innate understanding'
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"She's highly intelligent and really identified," states Warwick Bartlett, from worldwide wagering and gaming experts GBGC.
"She is also efficient in looking at the huge picture. Betfair was the innovator in in-play betting, but she was basically the very first to harness mobile innovation, identifying that bettors anywhere would have the ability to bank on sporting events."
A big 70% of income now comes through betting on tablets and phones.
She is assisted, Mr Bartlett states, by the truth that she, distinctively, really knows the industry. "The Coates household are third-generation bookmakers. They have actually found out the service from parents and grandparents.
"She has a natural knowledge of what the gambler is trying to find. A great deal of the business these days have managers that may have come from [other sectors] They are expert supervisors who try to use their understanding gained from offering beans or margarines."
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Ad controversy
Mr Bartlett says close knowledge of another business has helped with the in-play football income: Bet365 owns local club Stoke City.
"Owning a football club provided an insight into the yohaig code method the Premier League worked. Stoke City, not so effective itself, has actually played teams that truly are," he states.
"On top of the contact with the professionals they benefit from coverage through the sponsorship of the team. Bet365 has excellent direct exposure every time Stoke are included."
Ms Coates' dad is chairman of Stoke and has a greater public profile than she does.
But the name best associated with Bet365 is, naturally, Ray Winstone, whose gravelly tones utilized to urge punters to "bet in play - NOW!" before the ads were pulled.
Again, Warwick Bartlett says, Ms Coates got it right. "Using Ray verifies my point about 365, they know their customers. He's a middle-aged guy and a bit of a geezer.
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"Cleverly, Bet365 usage similar types to attract their clients in other markets. In Australia, it's Samuel L Jackson - he discovers in the advert as an extremely cool guy."
Bet365 continues to keep one action ahead. It's moving into the US as the marketplace there opens.
But while Denise Coates' business brain thinks worldwide, she herself is likely to remain rooted in Stoke.
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UK's best-paid employer makes ₤ 265m
21 November 2018
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Online betting boss made a CBE
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