A new era of Entertainment in UK Casinos By Edwin Ford

When the British government released its Gambling White Paper in 2023, much of the commentary centered on online reforms and affordability checks. Yet one reform in the land-based sector stood out as a moment of genuine opportunity: the decision to allow sports betting in UK casinos. That change became reality on July 22 2025, when the new regulations came into force, permitting casinos to offer sports betting  both over the counter and (with the appropriate license), through self-service betting terminals. For the first time, UK casinos can participate in a market that has been dominated for decades by high-street bookmakers.

But this is not just about adding another gambling product. It is about redefining what a casino can be in the UK.

More Than a Place to Gamble

Casinos in the UK have long battled a perception problem: that they are solely about gambling, reserved for a niche audience and cut off from the broader leisure market. This reform provides the opportunity to  reshape that perception.

By integrating sports betting, casinos can position themselves not just as gambling venues, but as complete entertainment destinations. They can be places where people gather to eat, drink, socialize, watch live  sports and yes, place a bet. The atmosphere shifts from transactional to experiential.

High-street bookmakers, by design, offer efficiency and accessibility. You place your bet, you collect your winnings and you leave. Casinos, however, are built for dwelling time. They already have bars, restaurants, lounges and a service culture. Introducing sports betting into that mix allows for a richer proposition, one where the betting is simply part of a wider leisure experience under one roof.

A Premium Alternative

The high-street shop may remain the most convenient place to pop in for a quick flutter, but casinos now have the chance to offer something far more premium and social. Picture this: A group of friends meets at a casino on a Saturday evening. They place their bets before the football, order a round of drinks, share food and watch the match on giant screens in a purpose-designed lounge.
There’s an atmosphere, a sense of occasion and a service level that no bookmaker can match and, when the final whistle blows, the evening doesn’t have to end; there are tables, slots and late-night dining options right there. Sports betting, in this context, is not the endpoint but the starting point of an experience.

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The 24-Hour Advantage and Global Sports

Most UK casinos already operate on a 24-hour basis. That alone sets them apart from bookmakers and makes them perfectly positioned to host global sporting events.
Take the Super Bowl as the most obvious example. Traditionally, fans in Britain have gathered in living rooms, staying up until the early hours with a handful of friends and some beers. Now imagine walking into a casino at 1 a.m.: The big game is on massive screens, the atmosphere is electric, a crowd of fans is sharing the occasion, food and drink are served throughout the night, and the chance to place a bet is part of the experience.
It’s not just about wagering; it’s about creating a community event. A casino can become the place where sport is celebrated collectively, turning late-night games from a private affair into a shared social gathering. That will resonate strongly with customers.

Learning from Europe

  • We don’t have to imagine how this might work. We can look to Europe for proof.
    In Spain, casinos such as Casino Barcelona have embraced the sports-book-lounge model. On match days, these areas transform into buzzing hubs: People come not just to gamble, but to watch, to eat, to drink and to share the event. The result has been clear: longer visits, higher F&B sales and a stronger reputation as a destination venue.
  •  In Austria, Casinos Austria has integrated sports betting into its venues for years, presenting it not as a side product but as part of a broader leisure experience. Their success lies in presentation: stylish lounges, attentive service and the positioning of betting as a complement to entertainment rather than the focus.

These markets demonstrate that when casinos bring betting into their mix, they don’t just compete with bookmakers. Instead, they redefine the category by making betting an experience, not just a transaction

Safer Gambling and Supervision

It’s also important to point out that UK casinos are uniquely well-placed to deliver this responsibly. Casinos have always operated under the strictest safeguards in the industry: ID checks at the door, membership systems, compliance teams on site and constant monitoring across multiple products.
This infrastructure means that when casinos add sports betting, they do so in an environment that is already structured for supervision and intervention. This makes them safer places to bet than many other outlets.

In Conclusion

The facts are clear: Sports betting is now legal in UK casinos. But the significance lies in how the industry responds.
This reform gives casinos the chance to move beyond the outdated stigma of being purely gambling halls. Done well, it allows them to become hubs of entertainment, venues where gaming, betting, dining, drinking and live sports all come together in a single, premium, and social experience. If operators seize the opportunity, designing purpose-built lounges, leaning into their 24-hour advantage and embracing their role as social hubs, then sports betting will become a powerful driver of footfall, dwelling time, and customer loyalty.
In short, this is not just about adding betting to the floor. It’s about creating atmosphere, building communities, and positioning casinos at the heart of leisure and entertainment. That is the true opportunity of this reform.

 

*** This article was originally published in Sports Betting Operator Magazine  Issue 018 September 2025***