Paddy Power, CEO Paddy Power - 8th August 2011
Power Casino website
Media Man interviews one of the world's most successful
gaming and gambling entrepreneurs
when and where was Paddy Power established?
the mid 1980's the Irish betting market changed dramatically.
Betting tax was reduced which caused an influx of
UK operators to the market. The existing Irish bookies
were really struggling to compete with the big UK
firms with their brand new modern shop fit. Three
of these Irish bookies got together to set up an Irish
betting brand to compete with the big guys. They were
John Corcoran of Patrick Corcoran bookmakers, Stewart
Kenny of Kenny O'Reilly bookmakers and David Power
of Richard Power bookmakers. They pooled their shops,
took the best 40, rebranded as Paddy Power (the Power
name was long established and highly respected in
the betting industry, and Paddy was Irish!).
year was the company established?
was the first product / service the company offered,
and how many wagering offerings does the company offer
was predominantly racing on offer at that stage and
at the very beginning turnover would have been well
over 90% racing. Now there are thousands of different
betting opportunities ranging from all sports to gaming,
to politics, to current affairs and anything else
you can possibly think of!
the company motto or prime values?
Fair, Friendly. That's the motto we live by. Everything
we do needs to tick these three boxes.
and why did Paddy Power decide that going online was
to be a big part of the business model?
2000 we launched on line as we saw the potential.
Not only that, we invested very heavily from the start
in technology, and still do. We consider ourselves
to be a technology company and this leaves us in a
strong position to grow into the future. We were the
first betting company in the world to have an iphone
and ipad app in the Apple app store and have just
launched our blackberry app. Smartphone betting is,
we believe, a game changer. We're investing very heavily
in this area now and the response from customers is
some of the main reasons punters sometimes switch
over to Paddy after having tried other gambling firms?
brand is strong because we care about it and invest
in it. Our customers experience has to be top notch,
from the usability of our site to the sophistication
of the transaction to the entertainment value to the
monetary value. We offer great value to customers
and despite what some of our competitors seem to think,
punters are not stupid and know a good deal when they
see one! It's an incredibly competitive market place
and there are very few barriers on-line so companies
that don't look after their customers will lose them
very quickly. Thankfully many of them seem to have
come to us.
online security measures does Paddy Power take?
do we store your information? Paddy Power is acutely
aware of the potential of online fraud and identity
theft, and as such we have implemented features to
protect your information. Any documents which you
send us are stored on a secure server which is not
connected to the internet. All of our systems are
protected by a network firewall, which provides us
with an extra layer of protection against any unauthorised
attempts to access our network.
do we protect your information? Every transaction
made with Paddy Power can be made with the utmost
confidence. All transactions made with us are encrypted
using 128 bit SSL encryption. This means that every
piece of information you enter will be garbled so
that, in the unlikely event that it does fall into
the wrong hands, any information you've entered will
be unreadable. Please note that only the pages where
data is exchanged between the customer and Paddy Power
are encrypted. SSL (Secure Sockets Layer) is the most
widely used security technology for establishing an
encrypted link between a web server and a browser.
This link ensures that all data passed between the
web server and browsers remains private. SSL is an
industry standard and is used by millions of websites
in the protection of their online transactions with
their customers. Thawte is an industry leader in SSL
certificate provision, and provide the SSL certification
for Paddy Power's payment system. When SSL encryption
is active, a padlock will appear somewhere on your
browser (usually in the bottom right hand corner or
on the right hand side of the address bar).
Compliance and Data Protection
Every now and then Paddy Power uses fancy terminology
to describe processes that we go through to keep your
data safe. The mandate for PCI standards applies to
all organisations that store, process or transmit
credit card data. Protecting customer information
and maintaining an excellent reputation are two of
its most important values. To this end, Paddy Power
regularly has an independent PCI certification company
audit our systems. Paddy Power is PCI compliant, meaning
that our systems have been independently certified
as safe. Data protection is about your fundamental
right to privacy. Paddy Power recognises, respects,
adheres to and values that right and we will ensure
that the data that you provide us with, is safe. We
don't share data with any third party for marketing
purposes (the only time we'll share any information
with another party is for online verification/operative
reasons) and we don't 'buy' external lists of e-mail
addresses for the purposes of e-mail spam marketing.
Once we receive your card details, we will carry out
a check of your card with our credit card checking
facility. This ensures that the number you entered
actually corresponds to a real credit card number
and is not one that has been made up. We also do random
security checks on a continuous basis to ensure that
a card is not being fraudulently used. This verification
of your details is carried out either over a secure
line or using a secure File Transfer Protocol (sFTP).
Card data is, at no time, sent over the internet during
the validation process nor does the bank give out
any details to us over the phone or through sFTP,
we simply state what information we have and they
will let us know if it is correct or not. Incorrect
details associated with your card will result in your
account being suspended for security reasons.
If you are logged into your account for thirty minutes
without using it the system will automatically log
you out for security reasons. We recommend that you
change your password every four to six months. Your
password should be unique (a mixture of numbers, letters
and characters) and known only to you. We also recommend
that you run regular scans of your PC to ensure that
it is protected from the latest viruses to ensure
that your Paddy Power account cannot become vulnerable
many bricks and mortar / shopfront betting shops does
Paddy Power have in the UK?
been the companies top 5 milestones since opening
very difficult to narrow many down as things change
and move on so much that we don't spend any time reminiscing
and patting ourselves on the back. But these spring
The introduction of screens to betting shops was a
huge sea change at the time (mid 1990s). This was
our first foray into the exciting world of technology!
4. The launch of paddypower.com.
3. Our UK retail expansion.
2. Our partnership with PMU in France
1. Our acquisition of Sportsbet
What's the biggest challenges
the company has overcome in recent years?
pace of our growth has made Paddy Power a very exciting
and fast moving place to work. We have to work hard
to maintain our creativity, entrepreneurial spirit
and brand values as we grow. To give an idea of the
scale of our growth, since 2008 an extra 500 people
now work in our head office alone, another 500 on
top will be working in head office by 2013.
company has done some very out there, dynamic and
controversial campaigns over the years. How does the
company decide who far to push the envelope in media
don't go out to create controversy but we do aim to
entertain and push boundaries. Why bother creating
an ad that people won't remember? The whole point
of advertising is to get across your brand values
- are we boring? No. Are we afraid to ruffle feathers?
No. Are we edgy? Yes. Are we happy to take the mickey
out of ourselves? Yes. Do we want to make people smile?
been your favorite Paddy Power TV or internet video
advertisement that got banned?
love all of our TV ads so far, the current one which
stars Prince Harry's girlfriend. is a good old fashioned
mickey take out of people who take themselves way
too seriously. Our first TV campaign with Carlton
Palmer in the bath was funny too. But the cat kicking
blind football match takes the biscuit. We got a great
reaction to it and contrary to popular belief, and
despite the fact that it was the most complained about
ad in the UK, it actually wasn't banned - so there
fun police, put that in your pipe and smoke it!
other regions other than the U.K has the company targeted
as new areas for growth?
market where betting is legal and regulated is a potential
target for us. So far we have partnered with the PMU
in France and have very successfully entered the Australian
market through acquisition of Sportsbet and IAS.
is your favorite sports team, and do you never bet
a big rugby fan and support Leinster. I always back
them to cover the handicap - even when I don't think
do you do when you have time to relax away from work?
I'm not hanging out with the family, I'm usually watching
and betting on sport!
your personal motto?
good guys always get out!