Interactive
CASH OUT ROULETTE - BE THE HOUSE INTERVIEW
In October 2016, Be The House launched its accumulator roulette product, Cash Out Roulette, with industry giant Betfair, following up with William Hill’s launch in January, with the operator describing the concept as “the greatest thing to happen to roulette in a decade.”
Be Te House: Raising Te Roof
A quick Google of ‘Be Te House’ reveals that the company was formed in March 2014, is registered to a residential property in Finsbury Park, London, and was established by directors Seth Freedman and Andrew Woolfson. So far, so traditional gaming start-up.
Seth Freedman CEO, Co-Founder, Be Te House
“I was comparing sports- betting with casino play and
was struggling to understand why there was such a huge difference between sports- betting and casino. Casinos
were treating every roulette spin independently, allowing players to only bet on the outcome of the next spin, as opposed to
multiple events. It seemed like a missed opportunity.”
P140 NEWSWIRE / INTERACTIVE /
247.COM
Another web search for Andrew Woolfson and the results throw up a LinkedIn profile and a career in aviation management and finance, which tallies perfectly with Be Te House’s director profile number one. So far, so straightforward.
Te next set of results are altogether more unusual. Type “Seth Freedman” into Google and you’ll see what we mean. “Whistleblower at the centre of UK gas price-fixing story,” is the first headline. “Banned, Blacklisted and Embattled,” reads another. “UK Gas Market Price Rigging: Seth Freedman Sacked” is yet another. Each are taken from the online editions of Te Guardian newspaper, Evening Standard and Huffington Post. Tis can’t be the director of Be Te House, surely?
A biography sent prior to G3’s interview with Seth Freedman confirmed we’d be speaking to the man in all the headlines. What’s remarkable about the bio is that while it fails to mention any of the headlines above, it does reveal that having started his career in 1998 as an equities broker and trader in London, Freedman went on to enlist as a
combat soldier in the Israeli army in 2004, writing about his experience for Te Guardian and authoring four books.
According to Te Guardian website, Freedman returned to the City in 2011, joining ICIS as a UK wholesale gas price reporter in January 2012, but he raised the alarm about wild gyrations in the unregulated and over-the-counter (OTC) gas market, in September. He took his concerns about these day-ahead trades to ICIS, who later reported them to Ofgem (the industry watchdog) but, fearing inaction on the issue, he went directly to the FSA (Financial Standards Authority). He was fired from ICIS on December 28, 2012.
Just over a year later, Freedman and his Be Te House co-founder, Andrew Woolfson, found themselves developing Cash Out Roulette, a product they brought to market in 2016.
“I’m not from the gambling industry, but was researching for a book on the sector, looking into regulation and the rise of online gaming,” describes Freedman of his most recent career move. “I was comparing sports-betting with casino play and was struggling to understand why there was such a huge difference between sports- betting and casino products. Casinos were treating every roulette spin independently, allowing players to only bet on the outcome of the next spin, as opposed to multiple events. It seemed like a missed opportunity.”
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