Entain to Redesign More of its UK Betting Shops

International gambling company Entain has announced that it will be redesigning a number of its UK betting shops in a bid to align online and retail experiences.

ladbrokes bookmaker sign

The group, which owns brands such as Coral and Ladbrokes, has already run successful trials of the new format and will now expand it across the UK.

It will be doing a similar thing in Italy where Eurobet shops will be getting a digital and contemporary makeover.

Modernising retail betting

The redesign aims to modernise the shops to align Entain’s retail gambling experience with its online counterpart.

The new shops will feature new gaming machines,, additional screens for live events and interactive displays.

Andy Hicks, Entain’s UK and Ireland retail managing director, said that the shops are “at the heart of local communities”.

“We want to bring the experiences customers have with us online into our shops, also making them more digital and contemporary environments.  We want to offer local customers a place to socialize, enjoy sports, bet and play games in a relaxed and enjoyable way.”

Entertain, whose retail business employs around 13,000 people across Europe, has already opened 18 new “digital hubs” following the easing of COVID restrictions in the UK and is now planning on another 12 opening before the end of the year.

London, Leeds, Leicester, Birmingham, Newcastle, Portsmouth, Sunderland, Wolverhampton and Dumfries are the cities in which will host the first set of 30 shops.

The company aims to have 200 modernised betting shops in the UK by the end of 2024.

More immersive experience

Rob Wood, Entertain’s CFO and deputy CEO, said that the investment in retail betting would provide customers with a “a more immersive and joined up online omni-channel experience.”

“Since high streets re-opened, our retail customers have returned in large numbers which reflects the continued demand from customers for an engaging in-shop experience. This digital makeover of shops, together with ongoing investments into our industry leading tech platform and £100m of innovation investment over the next 3 years, are important drivers of our future growth.”

Growing high street rivalry?

It’s an interesting move in regards to the UK’s retail betting market, especially since it comes in the wake of Entain’s rival 888 Holdings acquiring William Hill in a £2.2bn deal.

The deal to buy William Hill’s European branch from US company was Caesars was seen largely as an attempt to increase its presence in the sports betting market and particularly foray into bricks and mortar betting.

888 announced its intention to keep William Hill’s 1,400 UK betting shops open in a move that will strengthen its retail market position in relation to Entain.

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