Paddy Power launching its first-ever sportsbook inside a casino could be a sign of how land-based gambling will expand in the UK in the years to come.
The Flutter Entertainment UKI operator has secured a joint venture with London’s Hippodrome Casino to bring sports betting to the casino with a live sports and entertainment experience.
Paddy’s Sportsbook features 50 high-definition TV screens, including a 12-screen overhead jumbotron, seating for 120 guests across lounge chairs, tables and booths, five self-service betting terminals and premium hospitality with full table service.
“At Paddy Power, we’ve always looked to innovate and offer the best customer experience – be that in our high street shops or online,” commented Rupert Elwood, MD of Retail at Paddy Power.
“Our market is continually evolving and this incredible partnership with the Hippodrome is a brilliant example of how we will invest in new concepts to broaden our reach and react to changing demand. Customers increasingly want a social atmosphere and great entertainment and the Hippodrome is the most iconic social space in London. It’s a dream collaboration.”
In-casino sportsbook
The in-casino sportsbook launch follows the UK Government’s decision in May to allow casinos to provide on-location sports betting for the first time.
The regulations also established limits on the number of gaming machines that converted casino premises could have per square metre of minimum gambling area, as well as the licensing framework for showing table gaming areas on casino premises plans.
Simon Thomas, Executive Chair of the Hippodrome, added: “The Hippodrome has been reinventing entertainment in the West End for 125 years, and launching the UK’s first in-casino sportsbook with Paddy Power is the latest bold chapter in that story.
“It combines everything people love about sport, hospitality and entertainment under one roof in the heart of the West End. Paddy’s Sportsbook is a venue designed to capture the energy of live sport in a way that simply hasn’t been seen before in the UK.
“Paddy Power has been the perfect partner – innovative, ambitious and as committed as we are to creating unforgettable experiences. Together we’ve built something that will attract new audiences, drive fresh energy into Leicester Square and set a new benchmark for how sport can be enjoyed in Britain’s capital.”
Pride In Place
While many casinos across the UK are expected to follow in the footsteps of Paddy Power and the Hippodrome, it could be a sign of how sports betting will mainly be conducted in metropolitan areas in the future, given the new Pride in Place programme.
Pride In Place aims to provide local government with more power over decisions and access to funds for projects that can help revitalise high streets, public spaces, and local heritage.
Part of the programme includes decision-making on “Cumulative Impact Assessments in gambling licensing”, influencing gambling outlets’ location and density in local communities.
Under section 97, the programme states: “This will allow local authorities to take data-driven decisions on premises licences, particularly in areas that have been identified as being vulnerable to gambling-related harm.
“This will empower local authorities to better shape their high streets and neighbourhoods, and to ensure a healthy mix of premises in their town and city centres.”
With Pride In Place potentially limiting where sports betting shops can be located, many operators could follow Paddy Power’s direction and secure partnerships with land-based casinos.
