London's long-established Hippodrome Casino has made history: Together with Paddy Power, the first sportsbook within a British casino was opened at the beginning of October 2025. This makes Paddy Power the first major bookmaker to take advantage of the new legal opportunities following the reform of the British Gambling Act and expand the betting market with a spectacular, hybrid gaming experience.
The location couldn't be more iconic. The Hippodrome in Leicester Square is considered one of the most famous casinos in the country and attracts millions of visitors every year. Now, a modern sports betting area is complementing the offering, combining casino, bar, and entertainment under one roof. Paddy Power aims to reinvent the classic betting experience – right in the heart of London.
The new Paddy Power Sportsbook at Hippodrome Casino Its facilities impress with their facilities: Around 55 HD screens, including a gigantic 10-meter screen, create a stadium atmosphere. Guests can bet on a wide variety of sports while watching live broadcasts. Five self-service terminals allow for quick bets without waiting. Lounge-like seating areas, private booths, and a 360-degree bar create an ambiance that's halfway between a sports bar and a luxury casino. Food and drink are also catered for – burgers, cocktails, and snacks are part of the new entertainment concept.
Paddy Power is using this innovation to redefine its physical presence. At a time when many betting shops are struggling with declining visitor numbers, the integrated concept in the casino is intended to attract a new audience. By combining casino games, food and beverages, and sports betting, a space is created that is far more than a traditional betting shop. The company sees this as the future of brick-and-mortar gambling.
"We wanted to combine the thrill of sports betting with the glamour of a casino," a Paddy Power spokesperson explained at the opening. "The Hippodrome is the perfect place to set this new standard."
New era for sports betting in the casino
The opening of the first Betting shops in a British casino is now possible thanks to a change in the law. Since the revision of the Gambling Act, casinos in Great Britain are now permitted to offer sports betting – a step considered a milestone for the industry. Paddy Power immediately seized this opportunity and positioned itself as a pioneer with this project.
The goal is clear: to blur the boundaries between gambling, sports, and entertainment. Visitors should be able to enjoy a complete entertainment experience in the future – from the roulette table to live football matches. This is Paddy Power's response to the ongoing trend toward more closely integrated leisure activities.
The opening was celebrated with prominent guests. Football star Peter Crouch and darts player Fallon Sherrock were part of the launch event. Each invited guest received £200 in gaming chips, the profits from which were donated to charities. Thus, the opening became not only a marketing event but also a socially engaged highlight.
Paddy Power Sportsbook at the Hippodrome as an industry model
The project demonstrates the direction the British gambling market could take. Competitors are already closely monitoring developments to explore similar collaborations. The combination of casino, bar, and betting shop creates new revenue opportunities while appealing to a younger audience seeking experience and interaction.
"This isn't just a place to bet—it's a meeting place for sports fans," commented Simon Thomas, Managing Director of Hippodrome Casino. "We want to show visitors that entertainment and responsible gaming can go hand in hand."
With extended opening hours—until 2 a.m. on weekdays and 4 a.m. on weekends—the sportsbook is an attractive destination for both tourists and Londoners. Its location in Leicester Square ensures high visibility and a strong connection between nightlife, sports, and gambling.
For Paddy Power, the opening is a strategic move. While its online business continues to grow, the company is focusing on quality and experience in its brick-and-mortar stores. The new concept could be the beginning of a wave of similar partnerships between bookmakers and casinos in the United Kingdom.
The first Paddy Power Sportsbook at the Hippodrome Casino Thus, it not only represents a modern design, but also the beginning of a new era in British gambling. It combines technology, entertainment, and tradition – and makes it clear that the world of betting is on the move.
