Paddy Power launches sportsbook at The Hippodrome Casino in London

Paddy Power, a division of Flutter Entertainment, opened its first on-site betting business in a UK casino when it opened a sportsbook inside London’s The Hippodrome Casino.

In response to shifting regulations and player trends, this new sportsbook presents a novel approach for British gaming establishments.

One of the most well-known casinos in London, the Hippodrome, now has five Paddy Power-branded self-service betting terminals and a special hospitality area.

The venue provides live coverage and betting options for a variety of sports, such as the NFL, Formula One, UFC, cricket, horse racing, darts and Premier League.

With UK betting shops facing lower revenues, this addition supports Paddy Power’s goal to expand its retail offering. According to data from the UK Gambling Commission, the gross gambling yield in the first quarter of 2025–2026 decreased by 5% year over year.

The launch comes after the government’s review of the Gambling Act 2005, which took more than two years and resulted in significant changes.

New operator requirements for player protection, affordability checks, and reduced online slot stakes resulted from the review.

In addition, it opened up new avenues for casinos to offer sports betting services, which were previously prohibited by law. These changes enable casino operators and betting brands to explore sportsbook offerings directly within casino spaces.

Rival companies such as Rank Group, with its Grosvenor and Enracha brands, are closely monitoring developments and contemplating comparable actions in the UK market, while Paddy Power and The Hippodrome are among the first to implement the new policy.

Paddy Power’s choice is a component of a larger plan that also involves leveraging American football’s rise as an NFL official sponsor in the UK and Ireland and introducing sportsbook concepts throughout the UK.

Paddy Power is positioned to satisfy the increasing demand for social, entertainment-focused sports betting in a historic London location, thanks to the integration at The Hippodrome.

Paddy Power’s casino sportsbook, the most recent change in retail gaming strategy, is a prime example of how regulatory changes are changing the market for both operators and consumers.