Punters: How an Irish bookmaker stopped at nothing to become a global player
Aaron Rogan’s illuminating account of the rise of Paddy Power reveals how it ruthlessly utilised technology to target gambling addicts
NON-FICTION
Punters: How Paddy Power Bet Millions and Changed Gambling Forever
By Aaron Rogan
HarperCollins Ireland, €20.25
These days, you can hardly watch a sporting event either live or on-screen without the words Paddy Power making their way into your consciousness – either in a straightforward television ad, a billboard, or one of the company’s disruptive marketing stunts such as “heat maps” shaped like snakes for Declan Rice and Jack Grealish, displayed on giant screens ...