Paddy Power, one of the loudest and most controversial bookmakers on the market, is notorious for its irreverent advertising and its willingness to offer markets that others won’t touch. But beneath the flair for generating headlines, is Paddy Power a good place to have a flutter?

Formed in 1988 after a merger between three leading Irish bookies, Paddy Power adopted a fierce marketing stance from day one. By 2001, it had a 33% share of the Irish off–course betting market and was on its way towards becoming Europe’s biggest bookie by total share value (achieved in Nov. 2011). Along the way, surely, Paddy Power moved online and soon added poker, casino and bingo services to the web version. The 2016 merger with Betfair consolidated its position as a market leader. Since 2018 Paddy Power is licensed by the Malta Gaming Authority. Its UK operations are regulated by the British Gambling Commission.

Life online absolutely fits the Paddy Power brand. Paddy Power is never slow to use its social media channels to take the mickey, regularly trolling defeated teams or puncturing the pomposity of post–match interviews. But chuckles don’t pay the bills, and the offer is backed by a steady stream of bonuses and boosts to help bettors turn a profit on their investments. Whether its an arcade game offering the chance of winning free bets, or a free shot at a ‘beat–the–drop’ game offering up to £1,000 in prize money, there are multiple ways for a punter to pick up a few pennies.

And what about the finances? Details for Paddy Power alone are not easy to come by, but its parent company, Flutter Entertainment – the new name for Paddy Power Betfair, following that merger – posted net profits of £111.9 million in 2019.