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We have a small enough


customer base to individually look at each client's activity,


affordability, and conduct KYC checks. Sky Bet take 250,000 bets – can the technology keep up with managing the


You have a background in the luxury business. What are the most effective and safest ways of communicating with players in the digital environment? Is it all behavioural monitoring or do you judge a book by its cover?


We have a small enough customer base to individually look at each client's gameplay activity, affordability, and conduct KYC checks. Meanwhile, Sky Bet take 250,000 bets on a horse race – can the technology keep up with managing the compliance side of that? We're lucky in that we never have more bets than we can realistically manage. By having brokers who are watching every single bet and engaging with our client base, we manage this process so much better.


When I arrived three years ago, the industry was all about who can offer the best price, offer best price guarantees and how many TV adverts you could do – a crazy acquisition swan dive to the bottom – and we were going in the opposite direction. In the last year, I have seen a reverse with a much more considered and thoughtful approach to safer gambling, marketing and


what the end consumer receives from the big bookmakers.


If you're moving away from the big away days with high staking clients nor spending on TV adverts, where do you spend your GGR if not on marketing?


We take a soft touch approach. We spent £250,000 improving the owners and trainers’ facilities at Goodwood. We have rebuilt the classrooms at the British Racing School. We sponsor the blood stock awards and races no- one wants to sponsor. We stepped in with a week’s notice to sponsor Windsor who didn't have a sponsor post-lockdown.


We invest in grassroots and the top-end of the sport we love, and we hope that soft-touch, premium marketing approach is going to pay out rather than the constant affiliate deals. We could spend one million a year on those, but it doesn't sit well with our brand, and I don't think a horse owner who is a £250 a bet punter wants me to advertise on Oddschecker. Tey want to see us investing into UK racing and other sports.


compliance side? We're lucky in that we never have more


bets than we can realistically manage. By having brokers who are watching every bet and engaging with our client base, we manage this process so much better.


Your passion for horse racing shines through. Ultimately, it's all about value...


Real value to the end consumer. You can always shop around for price but if something goes wrong with our app, you can live chat us and get a response within 15 seconds from a broker who knows every single sport back to front… who you can then place a bet with.


What skills are necessary on the trading room these days?


NEWSWIRE / INTERACTIVE / MARKET DATA P73


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