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 United Kingdom 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 2,400 shops were upgraded across the UK and Ireland.
GBS by numbers:
- Over 2,400 shops upgraded across the UK and Ireland
- 12,000 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 says,
“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 toward 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.
Entain will continue to develop and evolve the GBS platform to enhance the customer experience further, differentiate Entain’s retail offering, and support the Group’s market share growth objectives.
About Entain plc
Entain plc (LSE: ENT) is a FTSE100 company and is one of the world’s largest sports betting and gaming groups, operating both online and in the retail sector. The Group owns a comprehensive portfolio of established brands; Sports brands include BetCity, bwin, Coral, Crystalbet, Eurobet, Ladbrokes, Neds, Sportingbet, Sports Interaction, STS and SuperSport; Gaming brands include Foxy Bingo, Gala, GiocoDigitale, Ninja Casino, Optibet, Partypoker and PartyCasino. The Group operates the TAB NZ brand as part of a long-term strategic partnership with TAB New Zealand. The Group owns proprietary technology across all its core product verticals and in addition to its B2C operations, provides services to a number of third-party customers on a B2B basis.
The Group has a 50/50 joint venture, BetMGM, a leader in sports betting and iGaming in the US. Entain provides the technology and capabilities which power BetMGM as well as exclusive games and products, specially developed at its in-house gaming studios. The Group is tax resident in the UK and is the only global operator to exclusively operate in domestically regulated or regulating markets operating in over 30 territories.
Entain is a leader in ESG, a member of FTSE4Good, the DJSI and is AAA rated by MSCI. For more information see the Group’s website: www.entaingroup.com