How a Small Irish Bookmaker Has Gone on to Dominate the Online Gambling World.
Paddy Power is a well-known Irish bookmaker that has taken the online gambling world by storm. Paddy Power was founded in 1988 by three Irish bookmakers, Stewart Kenny, David Power, and John Corcoran. The three men combined their forty physical betting shops to create the Paddy Power brand. The company’s rapid growth and dominance in online gambling can be attributed to its innovative growth strategy and successful acquisition of leading brands.
In 2000, Paddy Power became one of the first bookmakers to launch an online betting platform, which has since become the backbone of its business. Their online stores soon surpassed the success of their physical stores. PaddyPower.com eventually expanded to rank among the biggest online bookmakers in Europe.
Paddy Power’s rise to Dominance in the Online Gambling World
Paddy Power’s growth strategy has focused on expanding its reach in the online gambling market by acquiring leading brands. In recent years, the company has acquired several leading online betting and gaming companies, including Betfair, Sportsbet, and FanDuel. These acquisitions have not only expanded Paddy Power’s customer base but have also allowed the company to offer a wide range of products and services, including sports betting, casino games, and horse racing. Due to these acquisitions, FanDuel sports betting services are now available in over 19 states in the US.
In 2018, the US Supreme Court struck down a federal ban on sports betting, opening up a massive opportunity for Paddy Power to expand its presence in the US. Since then, the company has acquired several leading US sports betting brands, including FanDuel, and has established a strong presence in several US states. With its strong presence in the US market, Paddy Power is well-positioned to continue its growth and dominance in the online gambling world.
Paddy Power’s Commitment
What sets Paddy Power apart from other bookmakers is their commitment to honouring wagers, even if it results in a loss for the company. They famously allowed customers to take advantage of a temporary promotion and a bet on the Champions League finals, costing the company €3,000,000. Despite this unexpected expense, Paddy Power chose to pay out the bet instead of cancelling it, which has earned them the loyalty of many customers.
Paddy Power’s Acquisition Spree
Paddy Power’s dominance in online gambling can be attributed mainly to its aggressive acquisition strategy. Over the years, the company has acquired several major players in the online gambling industry, which has helped to expand its reach and diversify its offerings.
Paddy Power’s acquisitions have also helped the company to expand into new markets, including the US. Adding FanDuel gave Paddy Power a strong presence in the US sports betting market, and the company has since acquired several other leading US sports betting brands. This has allowed Paddy Power to establish a strong presence in several US states and expand its reach in this important market.
Paddy Power Marketing
Paddy Power is known for its bold marketing tactics, including offering controversial wagers and airing provocative commercials. Despite criticism, the company has established a unique image compared to other online bookmakers. One example of its controversial marketing was a bet on the outcome of the Oscar Pistorius murder trial, which led to thousands of complaints and forced cancellation by the UK’s Advertising Standards Authority.
The operator has also put a lot of emphasis on its social media marketing activity and is very well known for offering their tongue in cheek slant to its online followers. Campaigns have sometimes landed them in hot water, but the publicity only seems to have enhanced the companies visibility.
Conclusion
Paddy Power’s acquisition spree has significantly influenced its dominance in the online gambling world. The acquisition of leading brands, including FanDuel and Sky Bet, has allowed the company to expand its customer base, diversify its offerings, and increase its market share. The company’s focus on expanding into new markets, including the US, has also been a significant driver of its growth. Paddy Power is well-positioned to continue its dominance in the online gambling world in the future.
