A New Online Casino On Its Way

The company is also planning to revamp its online and telephone services, allowing customers to bet through both channels from one account, and will add a language option to its website. It said the language was likely to be a European rather than Asian language.

CEO John O'Reilly expects the online business to show a profit by year-end. Paddy Power has a 10pc brand awareness in the UK, according to chief financial officer Ross Ivors, largely due to successful sponsorship deals at the Masters snooker championship. In Ireland, it has an 85pc awareness level. Ivors expects that Paddy Power's UK business will eventually overtake its Irish business in size, but said the firm will continue to develop its opeations here. He also said there were no plans to switch its call centre in Tallaght - which handles telephone bets - abroad.

All of the new UK stores will include the controversial fixed-odd betting terminals but the company believes that the UK gaming commission is preparing to clamp down on these machines and will impose restrictions next year. The company also has expansion plans for Ireland; over the next five years, it aims to open 40 new stores here, taking its estate to 170 outlets.