Key Moments:
- The London Hippodrome has introduced a Paddy Power-branded sportsbook, expanding its gaming offerings.
- Recent changes to UK gambling regulations have enabled casinos to add more slot machines and sports betting lounges.
- At the venue’s launch, guests received £200 in complimentary chips, with winnings contributed to charity.
Retail Sports Betting Redefines London’s Casino Scene
The London Hippodrome has unveiled a new retail sportsbook under the Paddy Power brand, marking a significant expansion for one of the city’s iconic casino destinations. The debut event blended celebrity appearances with a nod to Britain’s evolving gambling environment, which is being transformed by reforms stemming from the Gambling Act Review.
UK Gambling Rule Changes Enable Expansion
This development reflects broader shifts within the UK’s regulatory framework. With recent legal updates, casino operators are able to introduce additional slot machines and invest in contemporary sports betting spaces. Simon Thomas, the Hippodrome’s Executive Chairman, has supported these legislative changes. He commented earlier this year to Gambling Insider that the updates were “10 years overdue, but a welcome step forward.” For Thomas, installing a fully-fledged sportsbook in central London aligns both with regulatory flexibility and modern consumer interests.
Paddy Power Space Offers Multi-Faceted Experience
Located in the Hippodrome’s basement, the sportsbook has been described by Paddy Power as a “sports fan’s heaven.” Central to the décor is a 10-metre high-definition curved screen with 54 supplementary displays ensuring clear viewing angles throughout. The venue extends beyond sports with four table games, a darts board, video poker machines, and a burger bar to foster a vibrant social atmosphere. Patrons can also enjoy drinks from a 360-degree bar, which has quickly drawn attention from early visitors.
Football, Boxing, NFL… Paddy's Sportsbook is showing it all.
Pull up a seat, grab a drink, and enjoy the action 🍻 pic.twitter.com/QwCW5iTygY
— Hippodrome Casino (@HippodromeLDN) September 30, 2025
True to Paddy Power’s signature playful image, the launch event featured live music and a carnival-inspired energy. Guests experienced an entertainment-driven environment while engaging with the latest betting technology and casino games.
| Feature | Description |
|---|---|
| Main Screen | 10-metre high-definition curved display |
| Supplementary Screens | 54 additional screens for complete visibility |
| Gaming Options | 4 table games, darts board, video poker |
| Food & Beverage | Burger bar and 360-degree bar |
Ambassadors and Social Impact
The grand opening capitalized on star appeal, with footballer Peter Crouch and darts player Fallon Sherrock joining magicians and entertainers. Paddy Power’s Managing Director of Retail, Rupert Elwood, called the sportsbook “a major investment in the brand’s future,” adding that the company was “extremely satisfied” with the new partnership.
Charity played a role in the festivities, as each attendee was given £200 in complimentary chips to use on table games. Any winnings generated during the event were donated to charitable organizations, blending entertainment with community engagement.
Industry Implications
The Hippodrome’s newest addition underscores a trend toward integrating casinos and sportsbooks, a model long practiced in U.S. destinations like Las Vegas. Combining traditional gaming floors with dedicated betting spaces, the venue is positioned to attract both sports enthusiasts and regular casino guests, enhancing its competitive advantage within the British market.
This partnership highlights the growing collaboration between bookmakers and casinos, reflecting a broader move to align regulatory changes with evolving consumer preferences. For visitors and industry watchers alike, the Hippodrome now stands as a symbol of the intersection between entertainment innovation and regulatory reform within Britain’s gambling sector.
- Author
Daniel Williams
