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ByRebecca Marston
Business press reporter, BBC News

Denise Coates, the billionaire boss of Bet365, added another ₤ 323m to her wealth this promotion code week after the business her household established racked up another year of big earnings.

She's been called the UK's most successful female, 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 economic sector company, with more than 4,600 staff. It uses its millions of worldwide consumers sports betting, poker, gambling establishment, video games and bingo. The company had a ₤ 3bn turnover in the year to the end of March and a revenue before tax of ₤ 791m.

Ms Coates' sibling John is joint president and her father Peter is the company's chairman, but Denise Coates owns half the business and there's no doubt the success is mostly hers.

LISTEN: Profile: Denise Coates

Bet365 boss sees pay rise to ₤ 265m

Serious gamblers tend to have a "system", a supposedly sure-fire approach that will keep on bringing rewards. So what's her "system"?

Return to the 1990s and there aren't lots of who would have bet on the little family-run chain of local wagering stores growing to such a size.

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

"She got whatever right, only asked relevant questions and was angelically behaved. She was plainly off the yohaig code scale. If we were talking Mensa, she 'd be in the leading 1%," he told the BBC.

'More girls'

She attained a top-notch degree in econometrics and trained as an accountant within the family firm, constructing even more on the understanding of the small chain that she chose up while working part-time during high school.

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

Among her associates, Debbie Tatton, told the BBC: "When Denise came, she desired a more detailed relationship between the personnel and the consumers. We ended up being a lot more expert, a lot more customer-focused. A lot of younger people started being available in, in addition to a lot more women."

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

Her brother says she became focused on the capacity for online gaming and ended up being a pioneer in that service.

Establishing headquarters in a short-term building in a parking area, Ms Coates called it the ultimate gamble, purchasing the domain name Bet365.com so that she could drive the organization in that direction.

'Innate understanding'

"She's extremely smart and really determined," says Warwick Bartlett, from global wagering and gaming experts GBGC.

"She is also capable of taking a look at the huge picture. Betfair was the innovator in in-play betting, but she was generally the first to harness mobile technology, acknowledging that gamblers anywhere would be able to bank on sporting occasions."

A big 70% of earnings now comes through betting on tablets and phones.

She is helped, Mr Bartlett states, by the fact that she, distinctively, truly knows the market. "The Coates family are third-generation bookies. They have found out business from moms and dads and grandparents.

"She has an innate understanding of what the gambler is searching for. A lot of the business nowadays have supervisors that may have come from [other sectors] They are expert supervisors who attempt to use their understanding gained from offering beans or margarines."

Ad debate

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

"Owning a football club provided an insight into the way the Premier League worked. Stoke City, not so effective itself, has played teams that really are," he says.

"On top of the contact with the experts they benefit from coverage through the of the team. Bet365 has excellent exposure whenever Stoke are included."

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

But the name best related to Bet365 is, of course, Ray Winstone, whose gravelly tones utilized to advise punters to "wager in play - NOW!" before the ads were pulled.

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

"Cleverly, Bet365 use comparable types to attract their consumers in other markets. In Australia, it's Samuel L Jackson - he discovers 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' company brain thinks worldwide, she herself is most likely to remain rooted in Stoke.

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