Interview YONI SIDI: Born in London, Yoni moved to Israel to pursue becoming a professional footballer. Instead he found himself joining the Israeli Army which was tough, next up, working at a beach bar where he perfected the art of selling. After joining an on-line casino company’s marketing dept he flew through the ranks. By age 24 he was setting up the London office and overseeing a merger with bookmaking giants William Hill. Soon after he was forming his own business and hitting the heights again. This interview with Simon Nott also deals with the thorny subjects of VIP customers, restrictions and the ‘morality’ of online gaming. Meeting Yoni Sidi.