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ByRebecca Marston
Business press reporter, BBC News

Denise Coates, the billionaire boss of Bet365, included another ₤ 323m to her wealth today after the business her household founded acquired another year of huge earnings.

She's been called the UK's most successful lady, with a fortune that Forbes magazine puts in the area of ₤ 9.3 bn.

Most noticeably, she has actually made that largely herself.

Bet365 is Stoke-on-Trent's biggest private sector employer, with more than 4,600 staff. It uses its countless around the world clients sports betting, poker, gambling establishment, 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' brother John is joint president and her is the firm's chairman, however Denise Coates owns half the company and there's no doubt the success is mainly hers.

LISTEN: Profile: Denise Coates

Bet365 boss sees pay rise to ₤ 265m

Serious bettors tend to have a "system", an apparently sure-fire method that will keep bringing rewards. So what's her "system"?

Return to the 1990s and there aren't many who would have bet on the small family-run chain of local betting stores 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 everything right, only asked pertinent questions and was angelically behaved. She was plainly off the scale. If we were talking Mensa, she 'd remain in the top 1%," he told the BBC.

'More girls'

She accomplished a first-class degree in econometrics and trained as an accountant within the family firm, constructing further on the understanding of the small chain that she picked up while working part-time during high school.

Along with a very eager eye for figures - the heart of any effective bookie - she is likewise a moderniser.

Among her coworkers, Debbie Tatton, informed the BBC: "When Denise came, she wanted a better relationship between the staff and the clients. We became a lot more professional, a lot more customer-focused. A great deal of more youthful people began can be found in, as well as a lot more ladies."

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

Her bro says she became fixated on the capacity for online gaming and ended up being a leader because business.

Establishing headquarters in a temporary building in a parking lot, Ms Coates called it the ultimate gamble, purchasing the domain Bet365.com so that she might drive the service in that direction.

'Innate understanding'

"She's highly smart and really identified," states Warwick Bartlett, from international betting and video gaming specialists GBGC.

"She is also capable of looking at the big picture. Betfair was the innovator in in-play betting, but she was essentially the first to harness mobile technology, recognising that bettors anywhere would be able to bank on sporting occasions."

A huge 70% of income now comes through banking on tablets and phones.

She is helped, Mr Bartlett states, by the reality that she, distinctively, truly understands the market. "The Coates household are third-generation bookmakers. They have actually found out the service from moms and dads and grandparents.

"She has a natural understanding of what the bettor is trying to find. A lot of the business nowadays have managers that might have come from [other sectors] They are expert supervisors who try to use their knowledge gained from selling beans or margarines."

Ad debate

Mr Bartlett says close knowledge of another company has actually assisted with the in-play football earnings: Bet365 owns regional club Stoke City.

"Owning a football club provided an insight into the method the Premier League worked. Stoke City, not so successful itself, has actually played teams that truly are," he says.

"On top of the contact with the specialists they benefit from coverage through the sponsorship of the team. Bet365 has great exposure every time Stoke are included."

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

But the yohaig code name best associated with Bet365 is, obviously, Ray Winstone, whose gravelly tones used to prompt punters to "wager 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 clients. He's a middle-aged guy and a little bit of a geezer.

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

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

But while Denise Coates' company brain thinks international, she herself is most likely to remain rooted in Stoke.

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