Hey Herz - i think you are refering to Firststake.com.
As I used to work for them, here's the low down. They set up in Bristol, UK and decided to offer tax Bonus Betting to the customer despite knowing they would have to pay approx 9% of turnover to the government - so it was guaranteed they would lose money. they were in the process of getting a liscence in malta which they achieved but when the money ran out (dotcom confidence ran dry).
They had no idea on marketing - all the directors were clueless on running a sportsbook and wasted huge sums on marketing in irrelevant areas - news providing (they had 3 news editors and a team of freelance journalists on the payroll).
I left 2 months before they went under - was very much on the cards - financial director left, no bills had been paid for months and when they went under the staff didn't get paid either.
Their share price fluctuated wildly on OFEX as they were very clever in generating rumours of buying out larger companies or being bought out buy a huge BINGO chain. These had no foundation as they didn't have a pot to piss in never mind buying out Bowmans. It was just a scam to boost the share price so that the people in the know could get their money out.
Sorry you lost money there.