Entain, the global sports betting and gaming group, has successfully and fully deployed its proprietary Group BetStation (GBS) platform across all Ladbrokes and Coral shops in the UK and Ireland.
This marks a major milestone in Entain’s digital retail transformation concluding a journey that began with the launch of the first GBS terminal in Feltham in November 2020 and culminated with the final installation in Swansea. In total, over 2400 shops were upgraded across the UK and Ireland.
GBS by numbers:
• Over 2400 shops upgraded across the UK and Ireland
• 12000 betting terminals converted
• Strong growth in “Other sports” betting
• Grand National bets placed via GBS up by more than half year-on-year
• Football bet builder activity has doubled in the last six months.
GBS is a fully in-house developed, self-service betting solution that delivers a market-leading digital type experience to retail customers. Built entirely from the ground up, the project has converted 12,000 terminals and is now the primary sports betting channel across Entain’s retail estate. The deployment is the result of thousands of hours of development and testing, reflecting significant investment in technology and innovation.
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.”
Key to the platform’s success has been extensive collaboration across Entain’s Retail, Product & Technology, Commercial and Operational teams globally — including colleagues from the UK, Austria, Gibraltar, India and beyond. Feedback from over 14,000 UK retail employees has shaped product refinement, ensuring GBS delivers intuitive, responsive and feature-rich functionality.
GBS is reshaping customer behaviour in retail, enabling a shift towards more complex and personalised bets, including accumulators and bet builders. As a result, GBS has become the home for innovative betting formats and is central to Entain’s broader multi-channel growth strategy.
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