Entain Completes Nationwide Rollout of Group BetStation Platform
Entain, a global leader in sports betting and gaming, has announced the successful completion of its Group BetStation (GBS) platform deployment across its Ladbrokes and Coral retail network in the United Kingdom and Ireland. This marks a significant achievement in the company’s digital retail transformation strategy.
The extensive project, initiated five years ago with the installation of the first GBS terminal in Feltham, involved upgrading over 2,400 retail locations. This comprehensive upgrade encompassed the conversion of 12,000 betting terminals. Entain highlights the substantial investment of thousands of hours dedicated to the platform’s development and rigorous testing.
A Transformative Upgrade for Retail Operations
Fiona Wallace, Entain’s Head of Self-Service Betting Terminals, emphasized the transformative impact of GBS. She stated that the company’s aim was to deliver a superior betting experience for its UK and Ireland retail customers. The result, she explained, is a market-leading software solution that significantly enhances the customer offering compared to previous systems. The complete conversion of all BetStation terminals to the GBS platform represents a major milestone, redefining the in-shop experience, boosting customer engagement, and accelerating the company’s digitalization efforts.
Positive Customer Engagement Metrics
The positive effects of the GBS platform are already evident. Entain reported a doubling of football bet builder activity within the last six months. Furthermore, Grand National bets placed via GBS have shown a year-on-year increase exceeding 50%.
Future Development and Market Growth
GBS, a proprietary Entain product, serves as a self-service betting solution for its retail customers. The company plans to continue investing in the GBS platform’s development, aiming for further enhancements to the customer experience and supporting continued market growth. This commitment underscores Entain’s dedication to innovation and customer satisfaction within the evolving retail betting landscape.
