There are bookmakers that advertise on television, betting apps that sit on millions of smartphones and casinos that spend billions trying to attract customers. Then there is Starlizard. The London-based company operates largely away from public view. Its business is built around something considerably less glamorous than advertising: enormous quantities of sporting data, statistical modelling, probability and the ability to act on tiny discrepancies in betting markets. At its centre is billionaire businessman and professional gambler Tony Bloom, the owner of Brighton & Hove Albion. Starlizard has become one of the most interesting examples of what happens when gambling is treated less like a game of chance and more like quantitative finance. And recent High Court proceedings have provided an unusually detailed glimpse inside an organisation that has historically been extremely reluctant to reveal how it operates. Who is Starlizard? Starlizard was established in 2006 and is based i...
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