Paddy Power and Hippodrome open UK’s first in-casino sportsbook with celebrity-studded launch

The London Hippodrome opened its latest attraction this week, revealing a Paddy Power-branded sportsbook beneath the Leicester Square casino. The launch, marked by celebrity appearances and a charitable twist, indicates how UK gambling venues are adapting to recent reforms under the Gambling Act Review.

The basement of the Hippodrome has been transformed into what Paddy Power has branded a “sports fan’s heaven.” Guests entering the space are greeted by neon-green lighting, a 10-metre curved high-definition screen, and 54 smaller displays, ensuring that no visitor misses a moment of the action.

Football, Boxing, NFL… Paddy's Sportsbook is showing it all.

Pull up a seat, grab a drink, and enjoy the action 🍻 pic.twitter.com/QwCW5iTygY

— Hippodrome Casino (@HippodromeLDN) September 30, 2025

At its center sits a 360-degree bar, while surrounding amenities include four gaming tables, video poker machines, a darts board, and a burger bar to reinforce the social atmosphere.

The debut evening carried the trademark humor of Paddy Power’s marketing, with a string quartet, magicians, and sporting ambassadors on hand. Among the attendees were former footballer Peter Crouch and professional darts player Fallon Sherrock, who joined Hippodrome Executive Chairman Simon Thomas in welcoming guests.

Bin your sofa. Sack your local.
55 screens and a jumbotron just took over.
Paddy’s Sportsbook.
Lower Ground Floor.
Doors open. pic.twitter.com/OgvIxEaaE0

— Hippodrome Casino (@HippodromeLDN) September 12, 2025

Thomas told those gathered that opening a sportsbook within the casino had long been a dream and praised the seamless partnership with Paddy Power. The opportunity, he noted, was made possible by the Gambling Act Review, which allows casinos to expand their slot machine numbers and add modern betting lounges.

For Paddy Power, the venture marks a new step in retail gambling in the UK. Rupert Elwood, Managing Director of Retail, said the operator was “extremely satisfied” with the project and optimistic about its impact on London’s betting landscape.

To test out the facilities, each guest was given £200 ($268.93) in complimentary chips, with winnings donated to charity. The gesture ensured that, alongside the fanfare, the evening contributed to good causes.