20: Pinnacle (2016)
The biggest change for Pinnacle could be one that has yet to occur. The company is intent on returning to the UK market following its withdrawal in 2014 and insists the licensing application is well underway.
In preparation, the famously-low margin operator has been transforming itself into a more European-style bookmaker, with a refresh of the brand, logo and site, and the launch of its first native app, Pinnacle Lite.
Whether margins will remain as attractive once the operator is faced with the taxes, licensing and compliance costs regulated markets bring remains to be seen. However, an expansion of its casino product – which also saw the firm drop ‘Sports’ from its branding – shows the fi rm is shaping up to welcome the more recreational punter.
Despite its absence from the UK, the operator jumps up 18 places to 20th on this year’s list, primarily due to EGR gaining a greater insight of key KPIs, thus enabling us to more accurately reflect Pinnacle’s strength in this year’s table.