Entain has enhanced the customer experience at Ladbrokes and Coral shops in the UK and Ireland by fully rolling out its Group BetStation (GBS) platform.
GBS is part of the gambling giant’s digital transformation strategy for its retail operations. The platform was initially launched in a pilot phase in Feltham in 2020, and its deployment has significantly expanded since then. Today, GBS terminals are installed in more than 2,400 retail locations across the UK and Ireland, with a total of 12,000 terminals in operation.
Customer satisfaction is evidenced by the data: the number of Grand National bets placed through GBS increased by over 50% year-on-year, while football bet builder activity has doubled in the past six months.
The platform was fully developed in-house by Entain teams and is now regarded as the flagship sports betting channel within the company’s retail network. Development was shaped by feedback from 14,000 retail employees in the UK alone.
Fiona Wallace, Head of Self-Service Betting Terminals at Entain, said: “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.
“This hard work has meant that all BetStation terminals across our retail estate have now been converted to Group BetStation, this is a transformational achievement.
“It has redefined the in-shop experience, driven engagement, and accelerated our journey toward retail digitalisation.”
Given the already evident success of the GBS terminals, it is safe to assume that the Ladbrokes shops in Ireland where part of them are located will soon see a bigger customer flow.
This comes at an interesting time, as rumours are currently circulating that an Irish businessman is eyeing up those very same shops to buy them from Entain’s portfolio.
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