SPOTLIGHT INTERVIEW
DOING THE RIGHT THING Climbing to the top of the ultracompetitive UK online sports betting and gaming market is no mean feat, but STEVE BIRCH, Chief Commercial Officer of Sky Betting & Gaming, is in no mood to rest on his laurels. Words by MARTYN ELLIOTT & CHARLIE HORNER
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e want to do the right thing for customers. We want to do the right thing for staff. We want to make things better - we’re about making things better.” As mission statements go, the one offered by Steve Birch, Chief Commercial Officer for Sky Betting & Gaming, is very good. Partly because it sounds great, but mostly because it is the philosophy that has led the company to the very top of the UK’s gambling industry. The Flutter-owned business can boast both the largest customer base for a UK sportsbook with its Sky Bet brand and the country’s most popular online casino in the form of Sky Vegas. However, it soon becomes clear when talking to Birch that he views the number one spot not as a ceiling, but as a platform for further growth.
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