Gambling operator Ladbrokes Coral last week unveiled its second “concept” betting shop as part of a strategy to modernize and digitalize the experience it offers to customers of its brick-and-mortar facilities.
The new concept shop is located on Stephenson Street in Birmingham. It opened doors on Thursday, December 19, to welcome its first customers.
The facility offers enhanced digital experience and a number of new self-service betting terminals. It also features a number of products provided by British racing and sports betting publisher Racing Post, including a new sports screen, an upgraded interactive version of the digital betting display, and a “departure board” that shows upcoming races supported by the Racing Post verdict.
The new Racing Post sports screen provides information in the form of key stats and tips for bettors throughout the sporting day.
Ladbrokes Coral, which was formed through the merger of British bookmakers Ladbrokes and Coral in 2016 and was acquired by Isle of Man-based gambling group GVC Holdings last year, is introducing its new concept shops amid a turbulent time for the British retail betting sector.
Renovation amid Crackdown
After years of pressure from anti-gambling campaigners, the UK Government decided last year to cut the maximum stakes on the highly controversial fixed-odds betting terminals to just £2 from £100. The gambling machines have long been an integral part of Britain’s retail betting sector and major driver of growth for that same sector.
The reduction of the maximum FOBT stake, which came into effect on April 1, has resulted in more than 1,100 betting shops around the country being shuttered. More closures are expected to occur in the coming years as the sector adjusts to the changes.
Ladbrokes Coral is the operator of UK’s largest chain of betting shops and was thus among the companies to suffer the hardest blow from the ongoing crackdown on their betting machines offering. The introduction of new wagering concepts is hoped to offset the losses it has suffered and would suffer as a result from the reduced FOBT stake.
The recent opening of its concept betting shop on Stephenson Street followed the launch of a Coral-branded shop of this kind on Warren Street in Birmingham. That first shop opened doors in early December and offers the same digital-first experience.
Commenting on the recent openings, Ladbrokes Coral Strategy and Business Development Director for UK Retail Bejay Patel said that they are really excited to unveil their new concept shops and that those have “pushed the boundaries in terms of design whilst incorporating some of our latest technology” to deliver enhanced experience for existing customers of the gambling operator while also bringing in a new generation of gamblers.
The Ladbrokes Coral official noted that their Coral concept shop has already seen “a terrific response” from customers and that they are looking forward to seeing how Ladbrokes customers would react to the new experience they have created on Stephenson Street.
Source: Ladbrokes Coral look to future of high street with new ‘concept’ betting shops, Racing Post
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