Interview: Digital company benefits from Betfred guidance

Interview: Digital company benefits from Betfred guidance

Thursday, May 21, 2015 Totally Gaming
Andrew Daniels is managing director of Degree 53

Handing in your notice does not always guarantee a positive response from the boss. Some managers may be pleased to see the back of you, others might descend into a rage about a lack of loyalty, but there are few that not only wish you well but also offer financial support and guidance in your new venture.

Andrew Daniels has been fortunate enough to experience the latter since he left his position as head of mobile at gambling company Betfred to launch his own digital agency Degree 53 in 2011.

Betfred founder Fred Done has remained a committed supporter of Daniels’ business since then, and it was this week announced that Degree 53 had created an innovative new messenger app for the UK bookmaker.

“I can’t undersell how great having Fred’s support and backing is,” managing director Daniels told

“Not many people are fortunate enough to have someone you can call night or day who’s been through pretty much every business and life situation there is. Also, having his name attached to Degree 53 gives us a lot of credibility and that’s a huge advantage for a young business.

“On a more personal note, Fred’s attitude to life and his drive is an absolute inspiration.”

Daniels was boosted by financial investment from Done in the early stages of the company’s existence, and has gone from strength to strength ever since. Last year, in its first full year of trading, the Manchester-based firm revealed underlying pre-tax profits of £173,000 (€242,870/$271,000), despite Daniels simply aiming to break even at that stage.

The company has had to relocate twice due to outgrowing its offices and, now in charge of a staff of more than 50, Daniels was this month short-listed for The Guardian newspaper’s Small Business Leader of the Year Award.

While Degree 53 has produced work across several sectors, its specialism is the regulated gambling industry and it has put itself in a strong position after receiving a UK Gambling Commission licence.

“Degree 53 advises brands on what they should be doing digitally from a product perspective, then through our UX process we define how the products should work in a way their customers love and then we build it for them," Daniels said.

“The UK Gambling Commission Software Developer means we’re one of a very small number of agencies that can create bespoke digital solutions for UK licensed gambling brands.”

Betfred has been a key client in the first four years of the company’s existence, and Daniels hopes the new messenger app will be a useful tool for the bookmaker’s customers. 

The new app will enable Betfred customers to ask questions, place a bet directly from the app after their query has been answered and find out odds on sports fixtures and events.

Daniels added: “As a completely new product for it is likely to increase the lifetime value of existing customers and help acquire new customers.”


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