UK’s first casino sportsbook opens in London
The Hippodrome has become the first UK land-based casino to offer sports betting after a change in regulations.
UK.- The Hippodrome Casino in London has become the first land-based casino in the UK to add a sportsbook after a change in regulations. Paddy’s Sportsbook is billed as the a first of its kind for Europe, bringing the atmosphere of a sports bar to a casino setting.
Run by Flutter’s Paddy Power, the sportsbook will show major fixtures across 55 HD screens, including a 10-metre big screen, and also has private booths with table service. There are five-self service betting terminals.
Sports covered will include US leagues such as the NFL, NCAA college football, NBA and Major League Baseball as well as the Premier League, Champions League, major European football leagues, Formula One, cricket, rugby, tennis Grand Slams, golf majors, boxing and UFC fight nights.
The venue is open Monday to Thursday, 2pm to 2am, Friday: 2pm to 4am and Saturday and Sunday: 12pm to 4am.
Located in Leicester Square, The Hippodrome is one of the biggest casinos in London. The addition of a sportsbook became possible following the introduction of new land-based gaming rules in Britain. Other changes included increased gaming machine entitlements, an adjustment to the machine-to-table games ratio, an expansion of electronic table games and the removal of casino membership requirements.
The package also included measures intended to simplify the licensing processes for casinos and to allow more opportunities for diversification in entertainment and hospitality. Major operators like Rank’s Grosvenor Casinos are increasing their portfolio of gaming machines as a result of the rule changes.
For Paddy Power, the move allows a diversification in its retail offering amid the decline in betting shop revenue seen in recent years.
Rupert Elwood, managing director for retail, said: “At Paddy Power we’ve always looked to innovate and offer the best customer experience – be that in our high street shops or online. 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.”
