The company had a strong expansion strategy involving opening prominent shops in most Irish towns, rather than side streets usually preferred. The firms novelty bets broadened its media coverage beyond the horseracing news. Its share of the Irish off course betting market grew from 8% in 1988 to 33% in 2001.

Power Leisure, parent company of Paddy Power PLC, listed on the London Stock Exchange in December 2000, to fund an expansion in the UK. At the end of 2005, Paddy Power operated 195 outlets across Ireland & the UK, 150 in Ireland and 45 in the United Kingdom. The total number of employees was 1,374. As of November 2011, Paddy Power was the largest bookmaker in Europe by a total share value. Its group income was €444m in 2010.

Paddy Power merged with Betfair and Paddy Power Betfair was formed in 2016 and is an international, multi-channel sports betting and gaming operator. Paddy Power Betfair pride themselves on operating a responsible and sustainable business which contribute positively to the communities in which they operate.

Paddy Power believe in investing in their product, brands, pricing, promotions and customer service is critical for enhancing their competitive position.

In March 2018, Paddy Power announced that it would be implementing an electronic self-exclusion process through its in-shop app. The new system will replace the current paper based process.