Business operations are conducted from its headquarters in Stoke-on-Trent, alongside a satellite office in Malta. It was founded by Denise Coates, who remains the majority shareholder and joint-chief executive, alongside her brother John Coates.

Denise Coates CBE (born 26 September 1967) is a British billionaire businesswoman, the founder, majority shareholder and joint chief executive of online gambling company Bet365. As of July 2024, Forbes estimates Coates's net worth atR$7.7 billion.