Paddy Power, part of Flutter Entertainment, has introduced its first-ever sportsbook inside a casino, marking a significant innovation in the UK gambling landscape. Located at the prestigious Hippodrome Casino in central London, this new offering is designed to elevate the betting experience by combining sports viewing with social entertainment.

The sportsbook, which officially opened its doors on October 2nd, is not just another betting area. It features an expansive 10-meter curved screen alongside 54 HD screens, providing patrons with crystal-clear live coverage of global sports events. In addition, five self-service betting terminals allow for easy and quick betting, ensuring a seamless experience for guests. Sports fans can enjoy a wide range of events, from Premier League matches to Formula 1 races, UFC fights, and major U.S. leagues such as the NFL and NBA.

A New Era of Social Betting

The Hippodrome’s sportsbook aims to create a dynamic and social atmosphere, catering to both sports enthusiasts and those seeking a unique night out. The space is designed with a 360-degree bar, gaming tables, video poker machines, a darts board, and even a burger bar for guests to enjoy while they watch the action unfold on the screens.

Rupert Elwood, the Managing Director of Retail at Paddy Power, highlighted the importance of innovation and customer experience in the company’s expansion strategy. “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,” said Elwood, as reported by SBC News. This move comes as the UK betting market faces challenges, with recent UK Gambling Commission figures showing a drop in revenue from traditional betting shops.

The introduction of this sportsbook is a direct result of recent changes to the UK’s gambling regulations. In May 2023, the government’s review of the 2005 Gambling Act paved the way for more diversified offerings in casinos, including the option to host sportsbooks within these venues. This regulatory shift has allowed the Hippodrome to become the first land-based casino in the UK to feature sports betting, a groundbreaking move for the gaming industry.

Paddy Power’s sportsbook at The Hippodrome isn’t just about betting; it’s about providing a full-service sports experience. With 80 screens, including large HD displays, this venue promises an immersive atmosphere that matches the excitement of the games. Guests can place their bets in an environment that blends the charm of a traditional sports bar with the luxury of a high-end casino.

The venue also offers private booths with table service, enhancing the exclusive experience for those looking to enjoy the games in comfort. Whether patrons are looking to place a bet, grab a bite to eat, or simply enjoy the company of friends, the new sportsbook offersa multifaceted entertainment experience. And for those looking to get into the spirit of the games, the Hippodrome’s dedicated atmosphere adds a new dimension to the sports-watching experience.

The launch of the sportsbook is part of a broader strategy to diversify offerings within UK casinos following the government’s Gambling Act Review. This review allowed for an increase in the number of gaming machines in casinos, the expansion of electronic table games, and a reduction in the membership requirements for casinos. These changes are expected to breathe new life into land-based gaming, which has seen a decline in recent years due to increasing competition from online gambling.

Paddy Power, with its innovative approach to the retail betting market, is capitalizing on these changes to push the envelope on what a betting experience can be. By creating an exciting social environment for customers, the sportsbook aims to attract a younger, more diverse crowd that craves both entertainment and sports betting in one venue.

A Dream Partnership for Paddy Power and the Hippodrome

For the Hippodrome Casino, the partnership with Paddy Power is a major milestone. Simon Thomas, the Executive Chairman of the Hippodrome, expressed his excitement about the collaboration, noting that it had been a long-standing goal to bring a sportsbook to the venue. “This is a dream collaboration,” Thomas stated, emphasizing the synergy between the Hippodrome’s iconic status as a social hub in London and Paddy Power’s reputation for innovation and customer engagement.

The launch event, held in late September, was a glamorous affair, with celebrities, sports stars, and magicians making appearances. Notable guests included football legend Peter Crouch and darts champion Fallon Sherrock, who helped celebrate the opening of the new venue. As part of the festivities, attendees were given £200 worth of chips to try their luck and support charity, making the event not just a celebration but a charitable one too.