WWW.TIPICO.COM SALES PARTNER OF TIPICO CO. LTD TIPICO DEUTSCHLAND MARKETING UND VERTRIEBS GMBH Garden Tower Neue Mainzer Straße 46-50 D-60311 Frankfurt / Main _AT THE HEART Tel.: +49 (0) 69 / 971 99 01 49 Fax: +49 (0) 69 / 971 99 01 20 [email protected] www.tipico-deutschland.de _OF THE GAME_ SPORTS BETTING WITH TIPICO 02 Tipico – your bet in safe hands – _YOUR BET 04 05 / THE TIPICO SPORTSBOOK – A SUCCESS STORY 06 – 07 / OUR BUSINESS MODEL _IN SAFE HANDS_ 08 – 09 / TIPICO’S SUCCESS FACTORS 10 – 11 / SAFETY AND RESPONSIBILITY Dear readers and friends of Tipico Our brand has also progressed in light of this background. 12 – 13 / THE TIPICO SPORTSBOOK AND ITS PARTNERS Tipico has become Germany’s leading sports betting In today’s world, in which we not only want to capture brand and enjoys nationwide popularity and recognition, 14 – 15 / THE TIPICO SPORTSBOOK IN EUROPE moments but also want to share them with the entire not just among football fans. This is partly due to our digital globe, it’s not easy to pick out the biggest high- original commercials with Oliver Kahn, Peter Schmeichel 16 – 19 / OUR INNOVATIVE ENTERTAINMENT OFFERINGS lights: moments that have truly captivated, fascinated and Michael Konsel, but is also thanks to our constantly and enthralled us. growing retail network and the implementation of 20 – 21 / TIPICO AND BOOXWARE prevention measures to protect integrity in sport. The first time I explored the FC Bayern Munich Erleb- 22 – 23 / TIPICO’S WORLD IN FIGURES niswelt, the official FCB Museum, I stood in front of a To make sure we continue to live up to our high quality wall that displays the club’s core values in big letters: standards, we have established a young, international 24 – 25 / TIPICO GERMANY responsibility, serious economic management, innova- and steadily growing team of employees. They ensure tion, respect, self-confidence and pleasure. Terms that that our round about 1,100 Tipico shops remain a popu- 26 – 29 / LET’S HEAR FROM OUR BRAND AMBASSADORS made a tremendous impression on me. Why? Because lar meeting place for all sports enthusiasts and that our everything we do at Tipico is based on exactly the same online offerings are constantly enhanced. 30 – 31 / THE TIPICO GOLDEN BALL CAMPAIGN key values. These common values are an excellent foun- dation for a successful partnership on an equal footing. This brochure provides a brief insight into our company. 32 – 33 / TIPICO – A SPONSORING PARTNER I wish you a lot of fun and excitement with Tipico. We became a platinum partner of FC Bayern Munich at 34 – 35 / TIPICO AND FC BAYERN MUNICH the start of the 2015/16 season, and are delighted to Yours sincerely be part of the biggest sports club in the world. Together 36 – 37 / OUR TIPICO PARTNER NETWORK with FC Bayern Munich, our other sponsoring partners Jan Bolz and popular brand ambassadors, we want to continue CEO Tipico Co. Ltd. 38 – 41 / OUR FRANCHISEES to demonstrate that sports betting is a truly integral part of sports entertainment. 42 – 45 / AROUND 1,100 SHOPS IN EUROPE 04 The Tipico sportsbook – a success story Premium brand status Tipico’s excellent reputation as a trustworthy but in just a decade: demanding employer, who actively furthers employees’ careers through internships and training programmes our success story and offers support to international staff, extends far OUR beyond the borders of the sports betting industry. The secret behind every sporting and economic suc- Why did Tipico choose the small Mediterranean cess is a good line-up. This is particularly true of how island of Malta as the site for its company head- our company started. What began as a small activity quarters? Malta was one of the first EU countries to run by three students in a betting shop in Karlsruhe, establish sustainable regulations for the licensing LINE-UP Germany, soon developed into a flourishing business, of sports betting and other gambling. Tipico holds a thanks to an outstandingly intelligent business model licence there allowing us to conduct betting and online for betting brokerage. Tipico Co. Ltd. was then finally THE TIPICO SPORTSBOOK – A SUCCESS STORY casino business. established in Malta in 2004. The Malta Gaming Authority continuously monitors Within just a few years, we have developed into one compliance with strict licensing requirements. As the of the leading sportsbook operators in Europe. Besides regulatory efforts of numerous EU countries proceed Tipico’s excellent online offering, the brand’s most apace, we aim to keep on growing. In order to maintain valuable asset is its 1,100 betting shops, over half of continuous growth, Tipico follows the unconditional which are equipped with Tipico’s high-quality shop guideline of only being present in regulated and concept. This makes us one of the industry’s most licensed markets where serious business is possible. sustainable and attractive sports betting companies Thanks to our successful business model and experi- in the brick-and-mortar business in Europe. A success enced multinational team, we are well positioned to we are particularly proud of. reach our goals. Also the Tipico family has kept on growing. With shops and teams in Germany, Gibraltar, Columbia, Croatia, Malta and Austria, we are among the industry’s leading opera- tors, providing stable jobs to more than 5,000 people. Our business model 06 Sport & betting: individual bet. Setting the odds requires extensive analysis of league standings, performance curves and a unique history previous match results, to name but a few. Eventually, these analyses are converted into probabilities, which There is hardly any form of entertainment as popular are then converted into odds. around the world as sports betting. Every year, several billion individual bets are placed around the This can be illustrated with a simple example: in a foot- globe, and a huge market of legal sportsbook operators ball match the probability of a home win is calculated has emerged. at 50 percent, with the probability of a draw or defeat calculated at 25 percent respectively. After deducting The origin of professional sports betting is horse a margin of 10 percent, for instance, for the company racing. Placing bets on racehorses is still a popular (margins may vary according to the type of sport and trend today. However, with the advent of the inter- league), the odds are 1.8 for a home win and 3.6 for net era and the popularity of football, Europe’s most both a draw and a defeat. In other words, a one euro popular sport has displaced classical horse racing as bet on a home win pays out €1.80, whilst both other the betting man’s main pastime. Nowadays, several potential results pay out double the amount. million bets are placed on football every day. Contrary to other types of gambling, between 80 and The principle behind sports betting is actually quite 95 percent of wagers in sports betting are paid back as simple. In accordance with regulatory frameworks, winnings, depending on the sporting event. Leaving all providers like Tipico determine the range of sports the maths aside, it is the excitement of making the and type of bets they offer, e. g. bets on a win or a right choice that attracts punters in the end so that FIRST-CLASS defeat. Bookmakers then calculate the odds for each every game feels like a final. ENTERTAINMENT OUR BUSINESS MODEL 08 Tipico’s success factors Success through Besides developing an attractive, contemporary sportsbook, we also monitor the long-term develop- quality & innovation ment of our offerings and the entire market. This is why we have established an Advisory Board to help Few people have a real idea of the bookmaker’s pro- shape Tipico’s strategic orientation. The Advisory fession. Well, that’s not surprising as the bookmaking Board comprises Dr Gerhard Florin, the former General profession isn’t a classically occupation requiring for- Manager of International Publishing at Electronic Arts, mal training. The few that do have a clue about what as well as Dr Dirk Refaeuter, who worked for Bertels- a bookie’s job entails, think of Hollywood films show- mann as International Strategy Director for many ing real masterminds juggling figures and doing ex- years. Frank Briegmann, CEO and President of Univer- trapolations at lightning speed without using a calcu- sal Music Group, and Mike Morley, producer of TV for- lator or smartphone. mats such as ‘Big Brother’ and ‘Deal Or No Deal’, are also permanent members of the Tipico Advisory Board. The bookmakers at Tipico really do, in fact, have a profound understanding of mathematics. They are the Tipico’s Board of Directors also comprises high-calibre OUR ones who react to any development on screen, in real executives. Our Chief Executive Officer Jan Bolz held time and often calculate new odds in a flash. In an in- senior positions at Bertelsmann and Electronic Arts, dustry where important financial decisions are taken representing these companies on the national and in- every second, business methods and processes have ternational stage for many years. Chief Operating Of- to be cutting-edge as our goal is to maintain our cus- ficer Ian McLoughlin, who holds a PhD degree from Im- tomers’ confidence and stay transparent about bet- perial College London as well as a Master’s degree STRATEGY ting brokerage and transactions. from Cambridge University, worked in the fields of corporate finance and private equity at Allianz AG, TIPICO’S SUCCESS FACTORS Tipico, therefore, employs numerous mathematicians, among others. Andreas Toedten, Chief Financial Officer, including PhDs from Cambridge University and was Director at a private investment bank in Germany Freie Universität Berlin and has also launched a pro- before joining Tipico.