BOTB

History and founding

Founded in London in 1999 by William Hindmarch, Best of the Best began as a small direct-to-consumer operation built around inexpensive entries into draws for dream cars. The company spent its early years building customer loyalty and a recognisable brand, then scaled as online competition entry became mainstream. Hindmarch has led the business since inception and remains its public face.

Business model and regulatory footing

BOTB does not operate a traditional betting or casino product. Customers pay a few pounds for entries into weekly draws, and the winner is selected after correctly answering a multiple-choice question. That question is the legal cornerstone of the model: under the UK Gambling Act 2005, genuine prize competitions requiring a degree of skill or knowledge sit outside the lottery licensing regime, whereas unskilled chance-based draws would require a Gambling Commission licence. BOTB therefore presents itself as a prize competition operator rather than a lottery, while still applying 18+ verification and responsible-gambling safeguards.

Products and prizes

The core product is the weekly supercar draw on BOTB.com, with headline cars such as Lamborghini, Ferrari, Porsche and Aston Martin models and a cash alternative for winners who prefer not to take the vehicle. BOTB also runs cash jackpot competitions and periodic luxury and lifestyle draws for high-end watches and similar aspirational prizes. This portfolio gives the company a year-round calendar of high-value giveaways and a broad base of entrants.

Market position and public market status

Best of the Best joined the AIM market of the London Stock Exchange under the ticker BOTB, a step that brought greater investor and media scrutiny than most UK prize draw operators receive. The brand is well known in the UK 'win a supercar' category, and its growth in the early 2020s was boosted by a broader surge in digital engagement with online prize promotions. It competes with other commercial competition operators, charity lotteries and mainstream lotteries for consumer attention.

Regulatory and trade coverage

The prize-draw sector has been reshaped by compliance expectations in recent years, and BOTB's skill-question model is widely treated as a reference point in that discussion. The iGaming Business article that first placed BOTB in this research context highlighted how changing compliance rules are affecting prize-draw operators, with BOTB appearing as a prominent operator in that landscape. The company's AIM listing and public communications keep its operating model visible to regulators, investors and competitors.

Leadership

William Hindmarch is the founder and Chief Executive Officer of Best of the Best. He has guided the company since its launch in 1999 and is the most publicly identifiable member of its leadership, appearing across official company pages and sector press. No other current C-suite officers were confirmed with sufficient confidence in this research session, so this profile does not name additional executives.