Business operations are conducted from its headquarters in Stoke-on-Trent, alongside a satellite office in Malta. It was founded by Denise Coates, who remains the majority shareholder and joint-chief executive, alongside her brother John Coates.

Live Streaming is only available to eligible customers. To watch live sport and selected racing, all you need is a funded account or to have placed a bet in the last 24 hours. To watch any other racing, you must place a qualifying bet of at least 0.50 win or 0.25 Each-Way (or currency equivalent).