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Www Bet365 Com – Twenty years after the arrival of the bet365.com website, Intel looks at the remarkable rise of an operator that started life in a portable booth in a Stoke-on-Trent car park and its profound impact on the gambling industry.

The story of bet365’s astonishing rise is the stuff of industry legend. It was March 2001 when, some 12 months after the spectacular bursting of the dotcom bubble, bet365.com was launched and began accepting online bets. Denise Coates, who bought the domain on eBay for $25,000 and took out a £15m loan against her father Peter’s betting shop to build the site, was convinced the internet is where her family’s fortune lies. This was a calculated bet he was willing to accept, so the then 33-year-old set up bet365 in a portable booth in the inauspicious surroundings of a Stoke-on-Trent car park near one of the shops they were betting on.

Www Bet365 Com

Www Bet365 Com

What followed was Denise Coates, a math whiz with a first-class distinction in econometrics (statistics applied to economics), and her younger brother, John, turning this internet company into a global powerhouse. It also made them billionaires along the way. Twenty years ago, however, bet365 and its green, yellow and white books were just another new online betting brand pushing and fighting for attention in this new medium.

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“I was convinced from the beginning that gambling would work on the Internet,” Denise Coates once told the local newspaper in a rare interview. However, outside investment has been hard to come by. “At the time, the dotcom bubble had burst and a loss-making Internet company wasn’t looking for better investments,” he revealed.

Chris Welch, vice president of sports at Catena Media, was Coral Eurobet’s chief marketing officer when, in 2001, he was invited to the bookmaker of the year award at a luxury hotel in central London. Sitting at his table that night was a family who owned a small chain of betting shops: Peter, John and Denise Coates.

Stepping into the main course, Welch heard from the Coates how they had recently launched an online betting site (bet365) and had big plans for their digital venture. Welch listened politely, but feared the worst and advised the trio to focus on their retail assets since, he reasoned, his company was siphoning cash from the nascent online arena. In fact, the year before, online-only brand Eurobet lost £12m on Euro 2000 football alone.

“In my mind, a small regional bookie trying to get into this space and be successful was almost impossible – clearly the Coates family had different ideas,” Welch said.

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20 years later. Bet365 was predominantly a tele betting operation back then, while announcing the latest prices and important phone numbers on Teletext was still a thing. Bet365 had a bank of call managers taking bets and dealing with customer inquiries alongside odds compilers when Nigel Ridgway joined in 2002 to work on the phones.

Since then, the business has begun to transition from the temporary building to a proper open-plan office with a small IT department located at the back of the room behind a glass partition. There was also a kitchen and an office for the Coates family. “It was a real rumor; everything happened around you,” Ridgway recalls.

Something that would be incongruous in an online betting operation today, or even back then, was the fact that bet365 had female employees pushing drinks trolleys around the office and providing hot drinks to staff. When Ridgway left in 2012, there were about a dozen on the payroll to keep up with the growing army of employees. “It was very British,” Ridgway commented. The total number, he says, has grown from about 25 staff members when he first arrived to more than 1,000 at the time of his departure. “It just grew exponentially,” he recalls. “Each year it seemed like we needed more space. We could expand the existing building and take it up completely.”

Www Bet365 Com

Online betting was still in its infancy in the early 2000s, of course. According to data from the Office for National Statistics, an estimated 36% of UK households had internet access in 2001. And those that did had to put up with slow 56k dial-up connections, data caps and gross websites.

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The UK’s three biggest bookmakers, William Hill, Ladbrokes and Coral, all launched sports betting sites before the launch of bet365 in March 2001. Indeed, William Hill’s online bookmaker, willhill.com, first emerged in 1998 (a winery in California originally used by WilliamHill.com). But bet365 would eventually break through these household names to become a true global digital sports betting giant.

“You don’t have to be the first to be the best,” says Mark Blandford, who, like the Coates, owned a chain of betting shops before launching online bookmaker Sportingbet in 1998. “There’s nothing wrong with the view . competition and they were able to spot opportunities to improve on what’s in the market. I think that’s exactly what Denise has done.”

Bet365 also focuses on doing as much as possible in house rather than relying on third parties. This included the affiliate program, which was originally cultivated in a company in Vancouver, Canada. Matthew Glazier was largely responsible for bringing the show home when he joined bet365 in 2004 as head of marketing after sending a speculative letter to John Coates outlining his qualifications.

“They were an up-and-coming bookie at the time,” Glazier said. “John Coates himself said when I first spoke to him that they were considered second-tier bookmakers at the time, which seems unbelievable to say now, but that was the case.”

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Realizing that online was the future of bookmakers, and with aspirations of becoming a top-tier bookmaker, Denise Coates made the decision to sell the family-owned betting shop to Coral in 2005 for £40m. This was a pivotal moment in the company’s history as the money from the sale was used to pay off the RBS loan, while some of the money was also invested in technology as online gambling really started to take off. In addition, bet365 became multilingual, so bilingual and polyglot staff were recruited to manage overseas customers.

At this point, the company expanded into online casino, bingo and poker. However, this was first and foremost a sports betting brand. Even if you visit the website today, the game tabs are pretty inconspicuous and certainly less prominent than rival sites. Another significant move for bet365 was, when permitted by law, to enlist actor Ray Winstone to direct its television advertising campaign.

Winstone’s unflinching header and direct delivery on game-changing occasions were certainly memorable. In addition, top customer offers, competitive pricing and great UX turbocharged the brand. “Bet365 had smart and driven leadership,” Welch said. “They developed excellent products, most of which were in house, combined with excellent marketing and a real focus on live betting promoted by the great Ray Winstone.”

Www Bet365 Com

As is the case with most founders, Denise and John Coates (co-CEO) were very hands-on. Denise Coates was the driving force behind the business and her younger brother, a law graduate, oversees the legal and marketing aspects. “During my time there, they micromanaged everything,” Glazier says.

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“Everything went through them and every big decision required their approval. Denise was working 24 hours a day on the functionality of the betting slip, the new site or the technical side of things… nothing major was ever really delegated. I’m not sure how much that’s changed because it’s virtually impossible for them to make all the decisions now, because they’ve become the big company, but that was certainly the case when I was there [2004-2010].”

Richard Smith, who held the position of mobile operations at the company, echoed this strong work ethic from 2010 to 2014. “The C-level worked every weekend. Denise worked weekends – she was in the office seven days week when I was there. I worked weekends, sometimes in the evenings. You go to Betsson [where Smith worked after bet365] and everyone who gets over a certain level finishes at five o’clock on Friday morning. My boss [at bet365 ] said to me, “Saturday is our busiest day of the week [so] why wouldn’t we have all the key people in the office?” It didn’t work like any other company, and that made for a better customer experience and problems were solved faster

When Smith arrived and did a six-month “tour” of the company working on customer service, payments and fraud and software testing before ending up in mobile, wearables represented very little of the business there. “Mobile was nothing, like 0.5% of revenue and it was a very basic mobile site,” Smith explained. This was before the mobile explosion, when dedicated betting apps were starting to hit the scene due to Apple now allowing iOS apps into its store.

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