Multi 21 The UK Betting Industry Gears Up

## A Consolidation Sprint

David Cook delves into the suggested Ladbrokes Coral and Paddy Power Betfair union, investigating the methods and motivations behind these strategies.

The phrase “Multi 21” gained notoriety in Formula 1 after the 2013 Malaysian Grand Prix. Sebastian Vettel, a three-time world champion racing for Red Bull Racing, ignited controversy by disobeying team directives – specifically, the “Multi 21” command. This instruction directed him to concede to his teammate, Mark Webber, and allow him to secure the victory. Vettel, however, opted to pass Webber and seize the win for himself. This act of defiance angered both Webber and the Red Bull team. While Vettel ignored the order, the event emphasized the critical nature of safeguarding a lead, even against a closely matched opponent. In Red Bull’s view, the triumph of the team as a unit superseded individual accolades. Now, it appears “Multi 21” could be the ideal term to characterize the future of the UK wagering sector.

The current surge of international consolidation has reached the UK, illustrated by the proposed amalgamation of Ladbrokes Coral and Paddy Power Betfair. This action has ignited widespread conjecture and prompted inquiries about the trajectory of the betting sector and the significance of cooperation for achievement.

The July declaration of the Ladbrokes and Coral merger reverberated through the industry, becoming the hot topic in the realm of betting mergers and acquisitions.

The suggested amalgamation of Ladbrokes and Coral requires approval from the UK’s Competition and Markets Authority and will be funded by a substantial £1.35 billion loan from a consortium of financial institutions. The combined might of Ladbrokes Coral plc is projected to generate approximately £2.1 billion in income, with a healthy EBITDA of £392 million.

This has been an eventful period for Ladbrokes, with the merger proposition following closely on the heels of a change at the helm. Jim Mullen, who is slated to assume control at Ladbrokes in April (succeeding Richard Glynn), will become the CEO of the newly established Ladbrokes Coral. Regarding Glynn, under his direction last year, Ladbrokes experienced a significant 44% decline in pre-tax earnings, dropping to £37.7 million.

Industry authority and gaming advisor, Steve Donoughue, was blunt in his assessment: “Simply examine Ladbrokes before and after Richard Glynn took charge – his tenure has been nothing short of disastrous. Glynn will probably be remembered as the most ineffective leader in the annals of wagering enterprises. He has single-handedly driven Ladbrokes into the ground.”

When the agreement was made public, it came to light that the Coral Group was burdened with a considerable £865 million in net liabilities. Although Ladbrokes indicated that this debt would not be transferred to the newly consolidated entity, they were conspicuously silent on whether this pertained to the entirety of the net debt or merely a fraction of it.

Donal McCabe, Ladbrokes’ Director of Public Relations, appears to be overflowing with confidence regarding Ladbrokes Coral’s digital prospects. “We are going to possess two incredibly robust brands under one umbrella, positioning us solidly within the top ten, perhaps even top seven, in the online marketplace,” he proclaimed.

Should you opt to operate Ladbrokes and Coral as distinct entities, the unified organization would establish us as the third most prominent contender within the sector, representing a significant scale.” Gala Coral could not be reached for input at the moment of publishing.

Richard Glynn might be recalled as the most inept chief executive in the annals of the wagering business for his mishandling of Ladbrokes. – Steve Donoughue

Those acquainted with the gaming realm are aware that this is not the initial instance of Ladbrokes and Coral endeavoring to amalgamate. Ladbrokes sought to acquire Coral in 1998, but the UK Trade Secretary at the time, Peter Mandelson, thwarted the transaction, believing it would “harm rivalry and disadvantage bettors.” Yet, akin to a star-crossed romance, these two enterprises appear fated to unite. This consolidation is likely driven by economic pressures. “The disparity between then and now is that previously, physical locations were paramount. Presently, retail is waning. Mobile is the source of expansion from a market standpoint, so claiming it’s solely about the shops is antiquated. From a regulatory perspective, I don’t perceive any obstacles to the merger,” Donoughue states. In the preceding year, Ladbrokes shuttered 89 outlets and in February declared intentions to close an additional 60.

One month following Ladbrokes and Coral receiving approval for their union, Paddy Power and Betfair opted to combine their strengths as well. This move would establish a gaming titan, with Paddy Power investors holding 52% and Betfair investors retaining the remaining 48%. They ironed out the specifics in September and planned to finalize everything by early 2016. This announcement followed closely on the heels of Paddy Power declaring record earnings of €1.67 billion for 2014, a 21% surge from the prior year. Not to be overshadowed, Betfair posted a 21% revenue increase, hitting £4.765 billion for the year concluding on April 30th.

Breon Corcoran, Betfair’s Chief Executive, was selected to head the newly established Paddy Power Betfair – a sort of return to his roots. Corcoran had risen through the ranks at Paddy Power from 2001 to 2011, even holding the position of Chief Operating Officer. He then assumed leadership at Betfair in 2012. Rumors suggest that Betfair had been investigating mergers for some time, particularly after CVC Capital Partners’ unsuccessful acquisition attempt in 2013. They were especially interested in partnering with a company that had a significant physical presence.

Should both of these large-scale mergers proceed, it will be intriguing to observe which one becomes the model for achievement in the gambling sector. One industry expert, Donoughue, is already making his predictions. He contends that “Betty Power” (his moniker for the Paddy Power Betfair merger) has the advantage due to its cultural synergy and the fact that Breon Corcoran is “coming back to familiar territory.”

Betfairs prosperity originates from its specialized position as a high-end platform within the wagering sphere. Conversely, Paddy Power targets a more relaxed demographic. Consequently, they enhance, rather than rival, one another.

What’s fueling these amalgamations? As per industry expert Eadin Short, they are unavoidable considering the status of the physical storefront market. “Excluding Betfair, all the firms possess retail betting outlets, and these have experienced a substantial decrease in earnings from fixed-odds betting machines,” she observes. “Therefore, tangible assets are transforming into somewhat of a liability. Moreover, the UK’s highly concentrated high street and digital markets have escalated marketing rivalry, boosting expenses.”

With four operators merging into one, will we witness even greater unification within the sector? “Everyone has foreseen this possibility, given the potential course post-point of consumption, so I don’t believe anyone would be particularly astonished if there was additional consolidation,” states Ladbrokes McCabe.

Short appends: “Numerous independent bookmakers remain within the UK market. Nevertheless, the online market is overflowing, further regulatory ambiguities lie ahead, and the impact of fixed-odds betting machines on retail is evident. It wouldn’t be shocking if one or two of the larger brands were to amalgamate further down the line, prompting more consolidation.”

Britains telecom sector is poised for a significant transformation. Rumors are swirling that a surge of consolidations and buyouts is imminent, possibly altering the playing field for competitors. Industry titans are under scrutiny as everyone waits to see who will act next, particularly following the recent Ladbrokes Coral and Paddy Power Betfair union. Is this merely the beginning of a much larger trend?