|Irish bookmaker, Paddy Power, has announced strong growth in turnover and profits in the first five months of the year, which it puts down to its ‘family friendly betting’ strategy, and the success of its Internet and telephone betting services. |
Paddy Power has been striving for a more family orientated, light-hearted take on betting, offering money-back specials and novelty bets. For instance, in this week’s Euro 2004 match between Italy and Bulgaria, punters could place bets on which TV commentator’s cliché would surface first. 'Latin temperament' was favourite at 4-1 while 'the Bulgarians only have their pride to play for' was a popular choice at 16-1.
The bookmaker also recently refunded more than £66,000 in losing bets on the recent South Africa v Ireland rugby match after promising to do so if the last try was scored by a player with an ‘O' in his surname.
Ross Ivers, finance director said that the Dial-a-Bet telephone service and online divisions had been especially successful despite of the collapse of Attheraces in March.
Ivers said: 'We're very happy with where turnover is and confident going forward.'