In a milestone for the UK gambling industry, Paddy Power and The Hippodrome Casino have unveiled the country’s first in-casino sportsbook, located beneath London’s Leicester Square. The newly designed space has transformed the casino’s basement into a high-tech betting hub described as a “sports fan’s heaven.”
Visitors are greeted by a stunning 10-metre curved high-definition screen, 54 additional displays, a 360-degree central bar, and a range of gaming tables and poker machines all designed to merge betting with entertainment. The atmosphere is completed with a darts board, burger bar, and an immersive lighting setup that creates a true social destination.
The launch event captured Paddy Power’s trademark energy and humour, featuring celebrity guests including football legend Peter Crouch and darts champion Fallon Sherrock. Attendees were also given £200 in complimentary chips, with all winnings donated to charity a thoughtful gesture that added purpose to the celebration.
Simon Thomas, Executive Chairman of The Hippodrome, called the launch a “dream realised,” crediting the Gambling Act Review for enabling casinos to introduce modern sportsbook experiences. Rupert Elwood, Paddy Power’s Managing Director of Retail, hailed the collaboration as a major step for retail gambling innovation in the UK.
This launch represents a pivotal evolution for the country’s casino scene blending live betting, social engagement, and entertainment under one roof. As gaming venues adapt to regulatory reforms, The Hippodrome and Paddy Power partnership stands as a model for how the future of retail betting will look.
