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Paddy Power today announced that it is to create 600 new jobs at its headquarters in Dublin.

By Declan Whooley

The news will be a great boost to the economy and will see jobs created in e-commerce, technology, social media, quantitative research, risk management and online media to support their international expansion.

The firm has created 189 jobs since last April and Taoiseach Enda Kenny has been fulsome in his praise of the company.

"I commend the company on its commitment to Ireland and in particular its commitment to retaining and developing Irish graduates,” he is quoted as saying in today’s Irish Independent.

The new roles will be filled by the end of 2015 and will bring total employment in Ireland to 2, 783.

The focus in mainly online positions stems from the fact that 80% of Paddy Power’s operating profit has been generated online.

Let’s hope that the clever marketing which has been at the centre of the brand's identity will continue to keep us entertained.