SBC News Voice of the Sports Betting Industry
Entain has enhanced the customer experience across its UK and Irish Ladbrokes and Coral shops with the rollout of Group BetStation (GBS).
The Group BetStation platform is part of the gambling conglomerate’s digital retail transformation strategy, which was significantly boosted by the rollout of the first GBS terminal in Feltham back in 2020.
Since then, the GBS fleet has spread across more than 2,400 shops in the UK and Ireland for a total of 12,000 betting terminals.
Customer satisfaction has been evidenced by the number of GBS bets placed on the Grand National going up more than 50% YoY, in addition to football bet builders done though GBS doubling in the last six months.
Fully built and developed in-house, GBS is now hailed by Entain as the flagship sports betting channel across the company’s retail estate.
The platform is a product of international collaboration between Entain’s global teams, with feedback received from 14,000 retail employees just in the UK alone.
Fiona Wallace, Head of Self-Service Betting Terminals at Entain, said: “Five years ago, Entain set out to deliver a best-in-class betting experience for our UK and Ireland retail customers, through our BetStation terminals.
“Our software, which tech teams have worked tirelessly on over that period, is market leading, offering customers far more than we did in the past.
“This hard work has meant that all BetStation terminals across our retail estate have now been converted to Group BetStation, this is a transformational achievement.
“It has redefined the in-shop experience, driven engagement, and accelerated our journey toward retail digitalisation.”
Given the already evident success of the GBS terminals, it is safe to assume that the Ladbrokes shops in Ireland where part of them are located will soon see a bigger customer flow.
This comes at an interesting time, as rumours are currently circulating that an Irish businessman is eyeing up those very same shops to buy them from Entain’s portfolio.
