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Denise Coates, Bet 365 CEO

Be Modest

We love Calvin Ayre, but there’s something to be said for a bit of modesty and discretion, especially in the go-go world of online gambling. Though Coates is one of the richest women in the UK, she doesn’t go around excessively flaunting her wealth.

By all accounts, she maintains a very low profile and one of her only visible indulgences is a brand new Austin Marten.

Casino affiliates whose fortunes aren’t quite as substantial as Coates can take a lesson from her modest ways.


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