Many industries are being fundamentally changed as entrepreneurs discover how to use the Internet to create higher customer value. Betfair has turned the gaming industry upside down with its exchange for gamblers. It has found a very efficient and effective way to match those who want to make and take bets, and also made these gamblers 10 percent better off compared to betting via traditional channels. The case describes the development of Betfair, its business model, and addresses the problems it faces as it expands beyond the boundaries of the United Kingdom.
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