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Denise Coates, the billionaire boss of Bet365, added another £265m to her wealth this week after the company her family founded racked up another year of bumper profits. She's been called Britain's most successful woman with a fortune Forbes magazine puts in the region of £4bn.
Most strikingly she has made that largely herself.
Bet365 is Stoke-on-Trent's largest private sector employer. It offers its 35 million worldwide customers sports betting, poker, casino, games, and bingo. The firm's revenues grew by 25% in the year to the end of March and operating profit was up by 31%.
Ms Coates' brother John is joint chief executive and her father Peter is the firm's chairman, but Denise Coates owns half the company and there's no doubt the success is largely hers.
LISTEN: Profile: Denise Coates
Bet365 boss sees pay rise to £265m
Serious gamblers tend to have a "system", a supposedly foolproof method that will keep on bringing rewards. So what's her "system"?
Go back to the 1990s and there aren't many who would have gambled on the small family-run chain of local betting shops growing to such a size.
A lot is down to her mathematical talent, which was remarkable from an early age. David Owen taught her at secondary school in the 1980s.
"She got everything right, only asked pertinent questions and was angelically behaved. She was clearly off the scale. If we were talking Mensa, she'd be in the top 1%," he told the BBC.
'More ladies'
She achieved a first-class degree in econometrics and trained as an accountant within the family firm, building further on the knowledge of the small chain she picked up while working part-time during high school.
As well as a very keen eye for figures - the heart of any successful bookmaker - she is also a moderniser.
One of her colleagues, Debbie Tatton, told the BBC: "When Denise came she wanted a closer relationship between the staff and the customers. We became a lot more professional, a lot more customer-focused. A lot of younger people started coming in, as well as a lot more ladies."
In 2000 Ms Coates upped the stakes and persuaded the family to mortgage the business to allow them to develop new software.
Her brother says she became fixated on the potential for online gambling and became a pioneer in that business.
Setting up headquarters in a temporary building in a car park, Ms Coates called it the ultimate gamble, investing $2,500 (£1,950) in the domain name Bet365.com so that she could drive the business in that direction.
'Innate knowledge'
"She's highly intelligent and very determined," says Warwick Bartlett, from the global betting and gaming consultants, GBGC.
"She is also capable of looking at the big picture. Betfair was the innovator in in-play betting, but she was basically the first to harness mobile technology, recognising that gamblers anywhere would be able to bet on sporting events."
A huge 70% of income now comes through betting on tablets and phones.
She is helped, Mr Bartlett says, by the fact she, uniquely, really knows the industry. "The Coates family are third-generation bookmakers. They have learned the business from parents and grandparents.
"She has an innate knowledge of what the gambler is looking for. A lot of the companies these days have managers that may have come from [other sectors]. They are professional managers who try to apply their knowledge gained from selling beans, or margarines."
'Bet in play - NOW!'
Mr Bartlett says close knowledge of another business has helped with the in-play football income: Bet365 owns local club Stoke City.
"Owning a football club gave them an insight into the way the Premier League worked. Stoke City, not so successful itself, has played teams that really are," he says.
"On top of the contact with the professionals they benefit from coverage through the sponsorship of the team. Bet365 has great exposure every time Stoke are featured."
Ms Coates' father is the Stoke chairman and has a higher public profile than she does.
But the name best associated with Bet365 is, of course, Ray Winstone, whose gravelly tones urge punters to "bet in play - NOW!".
Again, Warwick Bartlett says Ms Coates got it right. "Using Ray confirms my point about 365, they know their customers. He's a middle-aged guy and a bit of a geezer.
"Cleverly, Bet365 use similar types to appeal to their customers in other markets. In Australia it's Samuel L Jackson - he comes across in the advert as a very cool guy."
Bet365 continues to keep one step ahead. It's moving into the US as the market there opens up.
But while Denise Coates' business brain thinks global, she herself is likely to remain rooted in Stoke.

Ariana Grande's icy new single 7 Rings has sold 126,000 copies to enter the charts at number one - setting a new streaming milestone in the process.
The song, which riffs on The Sound of Music's My Favourite Things, was played 16.9m times last week, a chart record.
Mariah Carey's All I Want for Christmas is You was the previous record-holder, with 15.3m plays in a week last month.
7 Rings is also the first single to sell more than 100,000 copies since the Grenfell charity single in June 2017.
Grande's song is a tongue-in-cheek hymn to retail therapy, inspired by a trip to Tiffany's last year, where she bought her friends matching diamond rings.
It came with a lavish video, set in a neon-lit house, where the champagne is flowing and the props are almost entirely pink.
On YouTube , the video was watched 23.6 million times in its first 24 hours and has now been played more than 72 million times.
Taken from Grande's forthcoming album thank u, next, 7 Rings sold 126,000 copies last week - almost twice as much as its nearest competitor, Ava Max's Sweet But Psycho.
Sam Smith and Normani's Dancing with a Stranger rose one place to three, while Calvin Harris scored his 22nd top five single as Giants jumped from seven to five.
In the album charts, The Greatest Showman's soundtrack spent its 28th week at number one, putting it on equal footing with The Beatles' Sgt. Pepper's Lonely Hearts Club Band.
Nine releases debuted elsewhere in the albums top 40, with singer-songwriter Dodie's Human EP at number five and Mercury Prize-winner James Blake at six with Assume Form.

More than £220,000 has been raised to fund a private search for missing Cardiff City footballer Emiliano Sala.
The official search for the Argentine striker, 28, and pilot David Ibbotson, 59,
was called off on Thursday.
But the cash, raised via a GoFundMe page, has allowed the footballer's family to fund two boats, which started looking on Saturday.
The plane disappeared from radar as the pair flew over the English Channel on their way to Cardiff on Monday night.
A former Guernsey harbourmaster said the search was "like looking for a needle in a haystack, when you don't even know where the haystack is".
Argentina's president Mauricio Macri has joined calls by Sala's family for the search to resume .
Footballers including Manchester City's Ilkay Gundogan are among 2,448 people who have contributed to donations for the private search on a GoFundMe page.
Other contributors include Nantes manager Vahid Halilhodzic, Leicester City winger Demarai Gray, Paris Saint-Germain midfielder Adrien Rabiot and Bayern Munich's Corentin Tolisso.
Agent reveals Sala flight text messages
Transfer window extension request over missing player denied
Cardiff to honour Sala with daffodils
Timeline of Cardiff City signing from Nantes
Organisers of the page, Paris-based football agency Sport Cover, hope to raise a total of €300,000 (£260,000).
Sport Cover's website lists Sala as a client.
Meanwhile, a petition launched in France
to have the search resumed has now gathered more than 80,000 signatures.
Sala's sister Romina has also said she is "convinced Emiliano and the pilot are alive somewhere in the channel".
"We're asking please don't stop with this effort," she said, during a visit to Cardiff.
Among those joining calls for the search to continue are Barcelona forward Lionel Messi .
Three planes and five helicopters racked up 80 hours combined flying time looking for the plane, working alongside two lifeboats and other passing ships.
Guernsey's harbourmaster Captain David Barker has said the decision to call to call off the search was a "difficult" one, but the chances of survival were "extremely remote" and he was "absolutely confident" no more could have been done.
Peter Gill, the island's former harbour master, said: "It's like looking for a needle in a haystack when you don't even know where the haystack is.
"You don't know which road it's in, you don't know which parish it's in, you don't even know which county it's in."
He added that the sea off Alderney, where the plane lost contact, was anywhere between 50m (164m) to 140m (460ft) deep, with currents measuring up to five knots (6mph).
"It's very cold and it's also quite challenging in terms of currents and they are very, very seldom slack. The actual chance of getting down and finding something is very, very difficult indeed," he said.
But diver Richard Keen, who often looks for shipwrecks in the Channel Islands said he thought there was a "fairly good chance of finding the aircraft".
"All other aircraft which have ditched around Guernsey were found very quickly by crab pot fishermen. When they're lifting their pots, they drag their pots across the seabed, they tangle in the aircraft," he said.
"There's about a 50% chance of finding it in the next three months."
The Air Accidents Investigation Branch has begun an investigation which will look at "all operational aspects," including licensing and flight plans.
The Piper PA-46 Malibu disappeared over the English Channel with Cardiff City's new signing and Mr Ibbotson on board.
Mr Ibbotson of Crowle, Lincolnshire, held a private pilot's licence and passed a medical exam as recently as November, according to Federal Aviation Administration records.
Sala signed for the Bluebirds from Nantes on Saturday and was flying back to Wales from Nantes when the plane disappeared from radar.
At 19:15 GMT, Mr Ibbotson made a request to descend before losing contact with Jersey air traffic control.

Michael Jackson gave a young boy jewellery in exchange for sexual acts, according to new documentary Leaving Neverland.
The "devasting and disturbing" film has been shown at The Sundance Film festival in Utah, America.
It focuses on two men who claim Michael Jackson had abused them as children.
His estate deny the claims saying it's "an outrageous and pathetic attempt to exploit and cash in" on the singer, who died in 2009.
USA Today reporter Patrick Ryan was at the world premiere on Friday.
Report
Wade Robson and James Safechuck say they were aged seven and 10 when the singer befriended them and their families.
Now in their 30s, they claim they were sexually abused by Michael Jackson.
He always denied the allegations when he was alive.
Police raided his Neverland Ranch in California in 2003 while investigating claims he had molested a 13-year-old boy.
The case went to trial and Wade Robson was a main witness for him. He said under oath that the singer never abused him and Michael Jackson was acquitted of all charges in 2005.
Since then Wade Robson has become a father and in an interview he said after two nervous breakdowns he finally revealed to his therapist the dark secret he'd been hiding.
"It was just pain and disgust and anger, the idea something like that could happen to my son."
In 2013 he filed a lawsuit against Michael Jackson's estate claiming he had been sexually abused by the singer, but a judge ruled he'd waited too long to seek legal action.
'Credible filmmaking'
The two-part film is directed by Dan Reed and the synopsis reads: "Through gut-wrenching interviews with the now-adult men and their families, Leaving Neverland crafts a portrait of sustained exploitation and deception."
Reporter Adam B Vary watched it and posted afterwards: "A deeply emotional Wade Robson and James Safechuck receive a standing ovation after the screening of Leaving Neverland. There will be a lot to say later, but I can say this: This is a thorough, devastating, deeply credible piece of filmmaking."
Report
Kenneth Turan, the LA Times film critic posted: "A #sundancefilmfestival first: introducing the screening of the disturbing "Leaving Neverland" Michael Jackson documentary, fest topper John Cooper announced "there will be health care professionals" in the Egyptian Theater lobby if needed. This is one intense film."
And film critic for US Weekly Mara Reinstein put: "Shaking. Wow. We were all wrong when we cheered for Michael Jackson."
Because of Wade Robson and James Safechuck's previous support of Michael Jackson and claims that he never molested them, his fans have asked the festival to pull it, while his own estate has hit back at the project in a statement: "The film takes uncorroborated allegations that supposedly happened 20 years ago and treats them as fact.
"The two accusers testified under oath that these events never occurred. They have provided no independent evidence and absolutely no proof in support of their accusations, which means the entire film hinges solely on the word of two perjurers."
They go on to say that because the filmmaker purposefully decided not to interview anyone else other than the two men and their families he "neglected fact checking so he could craft a narrative so blatantly one-sided that viewers never get anything close to a balanced portrait."
The documentary will be shown on Channel 4 in Spring 2019.
Michael Jackson always denied any abuse allegations while he was alive.
He died on 25 June 2009 aged 50 after receiving a lethal dose of the anaesthetic propofol.

US singer Chris Brown has been arrested in Paris on suspicion of rape, French police say.
A 24-year-old woman alleges that the star assaulted her in a hotel suite in the city earlier this month.
She reportedly told police that the pair met at a nightclub in central Paris, close to the Champs-Elysées, before they returned to the hotel.
The singer, 29, is yet to comment on the allegation. French police are investigating the woman's complaint.
Snapchat pulls 'awful' Chris Brown advert
Two other men, identified by French media as Brown's bodyguard and a friend, have also been arrested.
This isn't the singer's first encounter with the law - he has a number of previous, high-profile convictions for violence.
He received five years probation and a community service order for assaulting his ex-girlfriend, Rihanna, in his car in 2009.
In 2016, he was arrested on suspicion of assault with a deadly weapon after a woman told police he had threatened her with a gun.
He was later freed, and his lawyer said the accusations against Brown were "demonstrably false".

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Google has been fined 50 million euros (£44m) by the French data regulator CNIL, for a breach of the EU's data protection rules.
CNIL said it had levied the record fine for "lack of transparency, inadequate information and lack of valid consent regarding ads personalisation".
The regulator said it judged that people were "not sufficiently informed" about how Google collected data to personalise advertising.
In a statement, Google said it was "studying the decision" to determine its next steps.
Amazon, Apple, Google, Netflix and Spotify face GDPR complaint
Complaints against Google were filed in May 2018 by two privacy rights groups: noyb and La Quadrature du Net (LQDN).
The first complaint under the EU's new General Data Protection Regulation (GDPR) was filed on 25 May 2018, the day the legislation took effect.
The groups claimed Google did not have a valid legal basis to process user data for ad personalisation, as mandated by the GDPR.
Although Google's European headquarters is in Ireland, it was decided among the authorities that the case would be handled by the French data regulator, since the Irish watchdog did not have "decision-making power" over its Android operating system and its services.
A lack of transparency
The regulator said Google had not obtained clear consent to process data because "essential information" was "disseminated across several documents".
"The relevant information is accessible after several steps only, implying sometimes up to five or six actions," the regulator said.
"Users are not able to fully understand the extent of the processing operations carried out by Google."
No valid consent
Additionally, the regulator said Google had failed to obtain a valid legal basis to process user data.
"The information on processing operations for the ads personalisation is diluted in several documents and does not enable the user to be aware of their extent," it said.
It said the option to personalise ads was "pre-ticked" when creating an account, which did not respect the GDPR rules.
"The user gives his or her consent in full, for all the processing operations purposes carried out by Google based on this consent (ads personalisation, speech recognition, etc).
"However, the GDPR provides that the consent is 'specific' only if it is given distinctly for each purpose."
The regulator said it was Google's "utmost responsibility to comply with the obligations on the matter".
In a statement, Google said: "People expect high standards of transparency and control from us. We're deeply committed to meeting those expectations and the consent requirements of the GDPR."

Paris Saint-Germain have escaped with a fine from European football's governing body Uefa following crowd trouble at their Champions League home game against Red Star Belgrade in October.
The French giants ran the risk of being forced to play their next home European match – against Manchester United in the Champions League last 16 second leg in March – behind closed doors.
Trouble erupted outside the Parc des Princes after the game, but the only punishment for the crowd disturbances and "illicit chants" from their supporters was a fine of €35 000.
Red Star, who lost the game 6-1, were also fined €25 000 for chants from their supporters.
Meanwhile, Olympiakos were fined €90 000 and handed a suspended one-game stadium ban after their fans set off fireworks and invaded the pitch when the Greek club beat AC Milan 3-1 in the Europa League last month.
Milan were fined €5 000 , while Ajax were fined 20 000 euros and Bayern Munich €8 000 for the throwing of objects and setting off fireworks in their 3-3 Champions League draw in December.

Falz reacts to the disappearance of his beards
Fans were in shocked as Falz showed off his beardless face since he joined the music Industry.
Falz replies his fans who has been asking why he he goes beardless.
He wrote:
BTS from the #MoralInstruction Curriculum shoot. We had so much fun making this. Now you see why the beard disappeared �
Source: https://www.mediahelm.com.ng/2019/01/moralinstruction-falz-speaks-on.html

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