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

Paddy Power financed NBA bad boy Dennis Rodman’s ‘basketball diplomacy’ trip to North Korea in 2013. Picture: Getty

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 ...