Paris Smith Pinnacle CEO – the continuing success story

Paris Smith Pinnacle

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 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 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.


Pinnacle (Sports) aiming for UK return

Paris Smith, Pinnacle (Sports) CEO has not officially confirmed…

Paris smith pinnacle sports ceo
Paris Smith Pinnacle CEO

…but rumours are that  Pinnacle (formerly Pinnacle Sports) Bookmaker is set to return to the UK!

Great news for UK bettors and affiliates in the New Year. Pinnacle has applied for a gaming license in the UK and is expected to offer their unique betting services to British bettors in 2017.

Ever since Pinnacle left the UK betting market due to tax reasons in November 2014, the gap that the bookmaker with the unorthodox ‘winners welcome” approach was never filled.

What would Pinnacle’s return mean for UK bettors?

What makes Pinnacle different to mainstream bookmakers is that their business model is based on risk management rather than incentives.

Pinnacle’s risk model is based on maximising volume and it is therefore irrelevant whether an individual player is winning or losing.

A visit at Pinnacle’s website is enough to give you an idea of what that looks like.

While big bookmakers offer rounded odds of 1.35, 1.50 or 2.10, it is not unusual to find Pinnacle odds calculated to the third decimal point, such as 1.469, 2.892 or 3.685.

It is no secret that bookmakers track players who make profits consistently and limit or close their accounts. With Pinnacle returning to the UK soon, there is no reason for UK based customers to worry about this anymore.

That is the reason behind their eyebrow-raising tagline ‘Winners are welcome. Successful players sharpen our odds’, that keeps both UK bettors and affiliates alike in eager anticipation of the big day.

Pinnacle – eSports Operator of the Year

The alternative bookmaker, who relies on pricing to attract customers, recently rebranded themselves and expanded their offering in new exciting markets with results that did not go unnoticed.

The company accepted their first bet online in 1998 under the official name Pinnacle Sports. 18 years later, in June 2016, the established bookmaker changed their household name to Pinnacle after acquiring the domain name.

As part of their fresh approach, they put extra emphasis on the up and coming eSports betting markets. Their efforts were recently crowned with success when Pinnacle was named eSports Operator of the Year at the 2016 EGR Intel awards.

Marco Blume Pinnacle SportsAt the beginning of 2016, Pinnacle’s Trading Director Marco Blume, announced:

‘I expect eSports to surpass Ice Hockey in terms of bet count by the end of 2016”

Upon winning the eSports Operator of the Year award, the Trading Director said:

‘As of today, eSports wager count is 10% ahead of Ice Hockey for 2016.”

Apart from live odds and tournament listings, the Pinnacle eSports Hub offers in-depth articles on eSports betting tactics and strategy.

For those interested in alternative betting markets, keep an eye on Pinnacle’s Specials, where you will find odds on all sorts of alternative betting markets such as the Words Drone Racing Championships that they recently offered.

When will Pinnacle enter the UK market?

Although the acquisition of the UK license and the official date of entering the market is yet to be announced, their regulatory expansion is now seen as a matter of time.
After being awarded a license in Malta in March 2015, the UK license application is expected to follow the same track. Once that is complete, it wouldn’t be a surprise to see Pinnacle expanding further into European regulated markets.

Best way to keep an eye on Pinnacle’s expansion strategy is to follow their official social media accounts, either on Twitter @PinnacleSports or Facebook.

Or you can follow WillowBreeze Ltd’s marketing blog for more news on the betting industry or Pinancle