Flutter Entertainment's gambling brand Paddy Power has opened a new physical sports betting venue inside the Hippodrome Casino in Leicester Square, London, which officially opened on Thursday evening. The new venue is equipped with over 80 screens broadcasting global sports events, dedicated betting windows, table games and slot machines, as well as a bar and dining area. The opening benefited from recent UK land-based gambling reform policies, allowing the establishment of physical sports betting facilities within casinos. Paddy Power explicitly stated that the new venue only accepts on-site bets, does not pay out bets placed in high street shops, and does not accept Play Card cards and other retail vouchers.
Overview and Facilities of the New Venue
The new sports betting venue opened by Paddy Power inside the London Hippodrome Casino officially began operations on Thursday evening. Located in the heart of Leicester Square, it is one of the recent major expansion projects in the UK gambling market.
The venue is equipped with over 80 HD screens, broadcasting sports events from around the world in real-time. Additionally, it features dedicated traditional betting windows for customers to place live bets.
Gambling and Entertainment Services
Customers can participate in various gambling activities within the sports betting area, including live sports betting, traditional table games, and physical slot machines. This integrated entertainment model provides a one-stop gambling experience.
The venue also has a dedicated relaxation area for customers to comfortably watch live sports events. The entertainment options are diverse, catering to different customer preferences and needs.
Dining and Amenities
The new venue includes a large bar area, offering a variety of drink options. Dining services range from snacks to full meals, enhancing the overall customer experience.
The rest areas and viewing zones are designed for comfort, suitable for extended stays and social activities. These amenities aim to create a complete entertainment experience environment.
Betting Rules and Payment Restrictions
Paddy Power has clearly defined the betting rules for the new venue: only accepting and paying out bets made within the venue. Bets won in other Paddy Power high street shops in the UK cannot be cashed at the new location.
Additionally, the new venue no longer accepts payments via Play Card, which previously allowed players to transfer online funds for use at retail points. Other retail vouchers are also invalid at the new location.
Background of UK Gambling Reform
The opening of the new venue was facilitated by recent land-based gambling reform policies implemented in the UK. In May this year, the government announced the long-awaited draft proposal for physical casino reforms.
The new policy allows licensed casinos to increase the number of gaming machines, up to a maximum of 80 machines, provided the gambling area is larger than 280 square meters and the number of machines does not exceed five times the number of tables.
Market Impact and Industry Response
The reform policy has opened the door for the establishment of physical sports betting within casinos. Previously, gamblers could only place bets via mobile phones within casinos, without the use of self-service betting terminals (SSBT).
Operators like Rank Group have already expressed plans to utilize the new regulations, planning to add 882 gaming machines to their Grosvenor Casinos in the UK. The company expects the number of devices to potentially increase to 3,112 over the next two to three years.
Operational Strategy and Market Positioning
Paddy Power positions the new venue as the "ultimate paradise for sports enthusiasts," combining nightlife, dining, viewing, and gambling experiences. This integrated entertainment model aims to attract a broader customer base.
The operator emphasizes the social and entertainment attributes of the venue, not just its gambling functions. This positioning aligns with the development trends of modern entertainment venues.
Regulatory Compliance and Future Development
The new venue fully complies with the latest regulatory requirements of the UK Gambling Commission. All operational activities are conducted within the scope of the license, ensuring compliance.
As UK gambling policies further liberalize, more operators are expected to follow similar expansion plans. The market may witness a new round of upgrades and expansions of physical gambling venues.
