Irish bookmakers are something the world of gambling isn’t short of right now. From an investment standpoint, you have plenty of options to choose from. One of the companies that will be prominent amongst your choices is Paddy Power, the largest telephone-betting provider in the UK. The company showcases an impressive selection of gambling vehicles, including online poker, online casino games, online bingo, and sports betting. Paddy Power has also become a feature on both the Irish and London stock exchanges. I suspect many are wondering about the profit potential of Paddy Power shares, thankfully this article is here to help you answer that query.

Background

OnlineTradingBefore you start ploughing your money into Paddy Power shares, you need to take a long look at what has got them to this point. Paddy Power was founded in the late nineties, after the merger of some of Irelands regional bookmakers. The company’s beginnings were humble, but it wouldn’t be long before the national stage would become home to the company. In 2005 reports showed that the company has grown from having 40 stores in the UK to 195. The growth of the company was rapid, with such largely built on the back of the popularity of their novelty bets and specialist betting markets. Their popularity was confirmed when they become a lead sponsor for both Manchester City and Swansea City football clubs. Paddy Power has become a leading name in sports betting, which has made Paddy Power shares all the more appealing.

Expansion

With success comes expansion, which has helped see Paddy Powers shares creep up in price. In 2007, Paddy Power took their business to the next level in the form of online bingo and online casino games. The adoption of Playtech’s Virtual Software platform also helped further the company’s presence in the market. Online poker has also become a key part of their business outlay, joining the iPoker network to secure legitimate credibility in the poker world. Their expansion has been noted by market makers and led to them being named on Management Today’s “Most Admired Companies in Britain” list, which has only furthered the appeal of Paddy Power shares.

Controversy

When evaluating the future profitability of Paddy Power shares, the nature of their business needs to be taken into consideration. Gambling is an often-questionable business, while Paddy Power has made it a controversial field seemingly on their own. They continuously offer betting markets that have been labelled as poor taste; this includes an assassination attempt on US president and the outcome of the Pistorius/Steenkamp murder trial. The media have had a field day with betting markets like this. Even though they continue to push forward with bets such as this, the price of Paddy Power shares takes a hit each time the company gets involved in a media storm.

Final Thoughts

Paddy Power shares present investors with an intriguing prospect. However, the question about their future profitability is hard to answer. The answer is positive if they continue to ride out controversies, but it’s negative if they finally take things one-step too far. One thing is for sure, if you buy Paddy Power shares you best be prepared to take the rough with the smooth.

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