Since becoming Pinnacle (then Pinnacle Sports) CEO in 2008, Paris Smith has successfully positioned the company as the benchmark in B2C bookmaking and built on the cornerstones of unrivalled risk management and unique value proposition for customers.
In addition to this, the CEO of Pinnacle has masterminded a great deal of change since taking up the position in 2008 and more recently, after the new majority ownership was confirmed in March 2015.
Magnus Hedman, the new majority shareholder, instantly outlined ambitious plans for the unique and popular business model built on an unparalleled level of risk management. Following the takeover, Paris Smith commented:-
“I am extremely excited about working with our new major shareholder to realise a shared vision for Pinnacle Sports, which includes significant product enhancement and expansion into regulated territories. Though this deal denotes an important change for Pinnacle Sports [currently Pinnacle], our customers should rest assured that the fundamental principles that make the brand so unique will not be compromised.”
Less than 12 months later, Pinnacle announced the award of a Gaming Licence by the Malta Gaming Authority Licence in March 2015. This move initiated further plans for expansion into regulated market, and the development of relevant B2B relationships.
“We are excited to have secured a licence from one of the most trusted authorities in gaming,” said the CEO of Pinnacle Paris Smith “The endorsement secures an important foundation for our aggressive growth strategy for 2015 and beyond.”
Another major change the Pinnacle CEO Paris Smith has overseen is the bookmaker’s rebrand from Pinnacle Sports to Pinnacle in June 2016. This change signified the future of the business whilst remaining true to the essence of the brand.
Alongside the change from Pinnacle Sports to Pinnacle, the bookmaker also purchased the Pinnacle.com domain and introduced a new dynamic logo to showcase Pinnacle’s sub-brands for sports betting, casino, eSports, mobile, affiliates and its B2B offering.
Following the rebrand, Paris Smith said the following:-
“Our customers, industry peers and team members have known Pinnacle Sports as ‘Pinnacle’ since we launched in 1998, so our rebrand is really just a natural evolution. We were already looking at refreshing the brand to reflect the growing family of betting verticals we offer beyond sports so when we had the chance to acquire the Pinnacle.com domain it was too good an opportunity to pass up”.
Under Paris’s guidance, Pinnacle was given the prestigious honour of being named the SBC eSports Bookmaker of the Year and EGR eSports Operator of the Year in late 2016. These awards highlight how the company has established itself at the forefront of the growth in eSports betting. Since Paris Smith became Pinnacle CEO, the bookmaker took its first eSports bet in 2010. In the years that followed, Pinnacle increased its eSports offering and took their 1,000,000th eSports bet in late 2014.
Although Paris Smith has been CEO of Pinnacle for less than ten years, she has overseen a whole host of changes that have drastically changed the bookmaker’s direction, image and reputation. Despite these changes, Paris has stuck to her word of maintaining the solid foundations the company is built on. There will undoubtedly be more grand plans for the future but Paris can certainly reflect back on her first ten years as Pinnacle CEO and be proud of what she has achieved.