Advisor,
consultant,
expert.
Fifteen+ years working in online gambling. I've worked at, consulted for, or advised at a range of both FTSE 50 / FTSE 100 companies, as well as a selection of private companies in the space. I'm also advising a new venture on the use of generative AI and predictive models, to drive consumer engagement for companies in the prediction markets and online sports betting sectors.
Who I'm working with today.
I've recently finished a highly intensive two-year stint helping rebuild and relaunch a privately owned gaming business, and am open to helping other businesses. I have a particular expertise around organisational design and business & department restructures — with a primary focus on business and operational efficiency.
I'm also advising a new AI-native venture in the Predictainment category: a bet on the convergence of prediction markets and online sportsbook around entertainment at scale, not liquidity or financial-instrument framing. Great content and stories are a force multiplier for trading and sports events.
If you're building or operating in this space and want an expert read on people, positioning, or how to embed a high-performance operating model and structure — my details are below.
Organisations, rebuilt to perform.
Most of my consulting work starts from the same question: why is this business not yet performing at the level its market opportunity demands? I lead the programmes that close that gap — redesigning operating models so strategy connects cleanly to structure, restructuring departments and reporting lines so accountability sits where it should, and taking cost out of the business without hollowing out the parts that actually create value.
Done well, org design is rarely a standalone project. It's the scaffolding that lets every other change programme actually land — which is why my recent two-year engagement was run as a single integrated rebuild-and-relaunch, not as parallel tracks.
Fifteen years, every wave.
I've operated through the early online sportsbook era, the UK betting exchange growth years, the online poker product cycle, the emergence of live casino, the rise of syndicate and quant sports trading, crypto casinos, and crash games.
The through-line is pattern recognition across innovation cycles — which shifts stick, which ones look like the future but aren't, and how regulators tend to show up to them. That pattern-matching across cycles is the asset I'm trying to apply to what comes next.
Operators and businesses I've worked at, consulted for, or advised across those cycles include Sports Interaction, Fusioneer, Flutter, Entain, FDJ, Matchbook, NS90, and Six Values.
Stories move markets.
Prediction markets and online sports betting are, at their core, markets for predicting outcomes. But around every prediction and every sporting event sits a layer of narrative and story — something the industry has at times built on brilliantly, and at other times left on the table.
The retail customer follows stories; the quantitative trader does not. And yet the quant needs retail volume to have the liquidity to trade in and out of markets. The two sides of the market depend on each other, and the bridge between them is narrative at scale.
This is where Predictainment sits: a category built on generative AI, at scale, paired with AI-built prediction models — a force multiplier for story, narrative, and engagement in prediction markets and online sports betting.