Chris Sheffield to step down as Betfred Digital MD
Million-2-1 founder will leave Betfred at the end of August after three and a half years in charge
Betfred Digital managing director Chris Sheffield is to leave the operator after three and a half years’ service, eGaming Review can reveal.
Sheffield, who has been responsible for expanding the bookmaker’s online business since he joined in 2011, will depart at the end of August to explore new opportunities.
A successor has not yet been named, however eGR understands the selection process is underway and an internal option is preferred. Betfred staff were informed of Sheffield’s decision to leave yesterday (Monday).
Under Sheffield’s tenure Betfred’s UK-focussed online business has demonstrated strong growth, while a mobile-first Australian brand was launched in June.
According to Betfred’s 2013 financial results, online profits grew by 42% to account for around 10% of total group profit, a figure which is likely to have risen following a landmark £9m ad campaign for the last football season “ three times the figure it spent the previous year.
“When you look at where we were four years ago to where we are now it’s just amazing,” Sheffield told eGR.
“Initially I came on board for two years and it’s been a really fantastic journey, but I just felt the time was right to move on and look at some new challenges.”
The founder of Million-2-1, a business he sold to IGT in 2008, hinted that he could return to the mobile gaming industry after some time off.
One of Sheffield’s major achievements was the move to become one of the first major bookies to bring its mobile sportsbook platform entirely in-house.
Some 70% of Betfred’s sportsbook turnover during the World Cup came via mobile devices, Sheffield said.