Ben Keith, Founder and CEO of UK bookmaker Star Sports, discusses his perspective of the industry with SBC Managing Director Andrew McCarron.

Keith explains his firm’s recent initiative to open up a dedicated ‘industry accounts’, which allows people within the sports betting world to have a betting account with Star Sports. While accepting the risks that having such informed customers brings, Keith believes there are a host of advantages to his firm that makes it worthwhile.

He also touches upon his start in the industry on the greyhound track and how his passion for the sport still holds strong, despite the travails facing it.

Always a prominent Twitter user, Keith also touches on his admiration for Michael Dugher at the Betting & Gaming Council at standing up for the industry in face of its vehement critics on social media.

Twitter also allows Keith to interact with customers and his sometimes abrasive points of view are in stark contrast with some of the more corporate brands on the social media platform. However Keith says this friction with punters is much the same offline and that there will also be a bit of an adversarial relationship between bookmaker and customer.