Global betting and gaming giant Entain announced that it has “successfully and fully” deployed the Group BetStation (GBS) platform across shops in the UK and Ireland. This marks a major milestone in the company’s continued transformation efforts.
Entain Converted 12K Terminals
Entain announced that all Ladbrokes and Coral shops in the UK and Ireland are now powered by the GBS platform. This means that more than 2,400 shops in the region were upgraded, resulting in the conversion of some 12,000 betting terminals.
Entain said that this marks a major milestone in its digital retail transformation. These efforts kicked off in 2020 and culminated with the final installation in Swansea, the company pointed out.
In addition to that, Entain reported strong growth in “Other sports” betting and a significant increase (over 50% year-on-year) in Grand National bets placed via GBS. Soccer bet builder activity, on the other hand, has doubled in the last six months.
GBS Highlights Entain’s Drive for Innovation
For context, GBS is Entain’s proprietary self-service betting solution that provides retail customers with unparalleled convenience. The platform was perfected thanks to feedback from thousands of UK retail employees and the hard work of Entain teams based in the UK, Austria, Gibraltar, India, and beyond. The result is a platform that is “intuitive, responsive, and feature-rich.”
The operator noted that deploying the platform across all retail shops in the UK and Ireland took significant time and money, which attests to the company’s desire to continue to innovate and expand its multi-channel strategy.
Entain added that it plans to continue working on the GBS platform to deliver even better customer experiences.
A Transformational Achievement
Fiona Wallace, Entain’s head of self-service betting terminals, commented on the deployment of the GBS platform across shops in the UK and Ireland. She pointed out that this is the culmination of several years of hard work.
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.
Fiona Wallace, head of self-service betting terminals, Entain
Wallace called the conversion of all BetStation terminals is a “transformational achievement” that will redefine the in-shop experience for thousands of players. The new platform will drive engagement and represents an acceleration of Entain’s journey toward retail digitalization.