Entain willing to modernize betting premises
Bet online or go to one of the many sports betting shops that proliferate in the neighborhoods of major cities. These are the alternatives. With the COVID-19 pandemic and the consequent digitization of the economy, the online betting sector has experienced its particular August with good growth prospects. In fact, according to experts, it would not have reached its ceiling yet. Although face-to-face betting has not lost its social pull, it is in need of a deep renovation, or so the Entain brand understands that it seeks to modernize them.
Improving the omnichannel customer experience in traditional betting shops transformed into digital cafes, this is Entain's proposal for the modernization of the retail business in the United Kingdom and Italy. ©JESHOOTS-com/Pixabay
The debates around the face-to-face betting venues they are eternal, especially in New Zealand since the arrival of Alberto Garzón at the head of the Ministry of Consumption and his particular crusade against betting and gambling in general. But beyond controversies, traditional gambling venues could be coming to an end . The increasing presence of the digital game could be making them obsolete, so it seems that their renewal is more necessary today than ever.
The absorption of the British bookmaker William Hill by the North American casino giant Caesars Entertainment left the unmistakable premises that the traditional brand had throughout the British geography abandoned. With the pandemic and the rise of online betting William Hill's face-to-face business languished to the point of no longer being profitable , at least in the eyes of corporate interests.
But Entain wants to change the course of history and transform betting shops into something more Moderna and without stigmas.
What does Entain propose?
The well-known British brand that owns well-known online operators such as Ladbrokes, bwin, Coral or PartyPoker has a large number of betting shops especially in the United Kingdom. According to the data provided by the company itself, the retail business of Entain contributes to around 13,000 direct jobs in 3,000 betting shops in the UK under the Ladbrokes and Coral brands.
The situation generated by the pandemic it has not made things easy for either Entain or any company involved in the face-to-face gaming sector , as the CeJuego employer warned for New Zealand in its most recent report published just a few dates ago. CeJuego pointed out that the private gaming sector had suffered a decline in turnover of practically 48% in 2020. The Orenes Group recently recognized that it would possibly not recover the turnover until 2023, and the red numbers of Cirsa (Sportium) are known, although now start to see the light at the end of the tunnel.
The Idea of Entain it involves digitizing traditional betting shops with a view to improving the customer experience that, from the company, they are aware that it has changed radically: it is today younger and digitized.
“Although Entain is a global online operator, we are focused on offering a great local experience to our customers. This investment allows us to offer a more immersive and unified omnichannel online experience. [...] The digital renewal of the stores, together with the ongoing investments in our industry-leading technology platform and the 100 million pounds of investment in innovation over the next 3 years, are important drivers of our future growth.” – Rob Wood , Deputy Executive Director of Entain, in press release
In the United Kingdom Entain has already opened 18 new digital stores and expects that by the end of the year there will be 30 of the Ladbrokes and Coral brands. In Italy the reform is also underway where it plans to convert 200 premises into Eurobet Cafes in which one can socialize and be entertained without necessarily having to make a bet.
Digital transformation is coming to the retail business
The betting shop as a private place , sparsely lit and somewhat hidden from the public gaze has gone down in history. It has given way to the postmodern perspective where social relations are transparent, a reflection of the constant visibility to which we are exposed on social networks. In this way, the digital venues proposed by Entain represent a small revolution that starts from the recognition that the in-person gaming experience has inevitably been digitized. The betting shop thus becomes an interactive entertainment venue with an attractive and dynamic offer , with digital storefronts and indoor screens where you can share the live events.
The digital revolution brings with it a technological revolution that Entain is willing to lead . Your bet on virtual reality together with Verizon Media is a step in this direction. In this way, Entain seeks to create immersive entertainment experiences that go beyond the simple fact of the bet.
