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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 yohaig code business her family founded racked up another year of huge earnings.

She's been called the UK's most effective female, with a fortune that Forbes magazine puts in the region of ₤ 9.3 bn.

Most strikingly, she has actually made that mostly herself.

Bet365 is Stoke-on-Trent's largest personal sector company, with more than 4,600 personnel. It offers its countless around the world customers sports betting, poker, gambling establishment, 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' sibling John is joint chief executive and her father Peter is the company's chairman, but 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 gamblers tend to have a "system", an apparently foolproof method that will continue bringing benefits. So what's her "system"?

Go back to the 1990s and there aren't lots of who would have gambled on the yohaig code small family-run chain of regional betting stores growing to such a size.

A lot is down to her mathematical talent, which was impressive from an early age. David Owen taught her at secondary school in the 1980s.

"She got everything right, only asked relevant concerns and was angelically acted. She was clearly off the scale. If we were talking Mensa, she 'd be in the leading 1%," he informed the BBC.

'More girls'

She achieved a top-notch degree in econometrics and trained as an accounting professional within the household firm, constructing even more on the understanding of the little chain that she got while working part-time throughout high school.

In addition to a very keen eye for figures - the heart of any successful bookie - she is likewise a moderniser.

One of her associates, Debbie Tatton, told the BBC: "When Denise came, she desired a more detailed relationship in between the personnel and the clients. We became a lot more professional, a lot more customer-focused. A lot of more youthful individuals began being available in, in addition to a lot more women."

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

Her brother says she ended up being fixated on the potential for online betting and ended up being a pioneer because business.

Establishing head office in a temporary building in a parking lot, Ms Coates called it the ultimate gamble, buying the domain name Bet365.com so that she might drive business in that instructions.

'Innate knowledge'

"She's highly smart and extremely identified," states Warwick Bartlett, from international wagering and gaming experts GBGC.

"She is also efficient in taking a look at the huge image. Betfair was the innovator in in-play betting, but she was basically the first to harness mobile technology, recognising that gamblers anywhere would have the ability to bank on sporting occasions."

A substantial 70% of earnings now comes through banking on tablets and phones.

She is assisted, Mr Bartlett states, by the reality that she, distinctively, truly understands the industry. "The Coates household are third-generation bookies. They have found out business from moms and dads and grandparents.

"She has an innate understanding of what the bettor is trying to find. A great deal of the business nowadays have managers that may have come from [other sectors] They are professional managers who try to use their understanding acquired from selling beans or margarines."

Ad debate

Mr Bartlett states close understanding of another business has actually assisted with the in-play football income: Bet365 owns local club Stoke City.

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

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

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

But the name best connected with Bet365 is, naturally, Ray Winstone, whose gravelly tones utilized to urge punters to "bet in play - NOW!" before the yohaig code advertisements were pulled.

Again, Warwick Bartlett states, Ms Coates got it right. "Using Ray confirms my point about 365, they know their consumers. He's a middle-aged guy and a bit of a geezer.

"Cleverly, Bet365 use similar types to attract their customers in other markets. In Australia, it's Samuel L Jackson - he comes throughout in the advert as an extremely cool guy."

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

But while Denise Coates' business brain believes international, she herself is most likely to stay rooted in Stoke.

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