The UK’s first land-based casino sportsbook has been opened in London.
The Hippodrome Casino in the English capital is operated by Flutter Entertainment’s Paddy Power and billed as a first of its kind for Europe.
The prospect of a sports bar in a casino setting is something completely alien to residents of the UK but bettors in the USA will be the first to tell them it’s a winning formula.
The sportsbook will show all major sports events across 55 HD screens including a ten-metre big screen, alongside private booths with table service available.
There are five self-service betting machines and players will be able to enjoy an authentic American experience with NFL, NCAA college football, NBA and MLB action on show.
The Hippodrome will cater for locals too with Premier League, Champions League and all major European football leagues on the agenda.
Not to mention Formula 1, cricket, tennis Grand Slams, golf majors, boxing and UFC fight nights. It’s open Monday to Thursday from 2pm to 2am, Friday from 2pm to 4am and on weekends its 12pm to 4am.
Based in Leicester Square, the Hippodrome is one of the largest casinos in London and the addition of a sportsbook became possible after new land-based gaming rules in Britain were introduced.
Changes were made to gaming machine entitlements, machine-to-tables games ratio, an expansion of electronic table games and casino membership requirements were removed.
The UK gambling industry is preparing for devastating changes with the threat of tax harmonisation after Chancellor Rachel Reeves said operators “should pay their fair share.”
Other major casino operators like Grosvenor are increasing their portfolio of gaming machines following the amendments, allowing for diversification in entertainment and hospitality.
Paddy Power looks keen to switch its their business plan amid a general decline of betting shop revenue in the UK, with the latest UK Gambling Commission figures showing a 5% year-on-year drop in gross gambling yield in the first quarter of 2025/26.
Rupert Elwood, MD of Retail at Paddy Power, 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.”
Joe Lyons is a betting industry writer for GamblingIndustryNews with years of experience on reputable gambling websites. Joe specialises in long form content in the world of sports betting and gambling. Joe is recognised as an expert in sports fields such as horse racing, soccer, NFL and NBA.
