EXPERT REACTION
Regulatory Shifts T
he UK government’s recent move to modernise regulations for land-based casinos marks a pivotal moment for the industry. Among the most impactful changes is the legalisation of real event betting, primarily sports betting, within casino venues for the first time. This change, along with increased gaming machine allowances and revised machine-to-table ratios, is designed to help physical casinos stay competitive with fast-growing online gambling platforms. For operators, the introduction of in-venue sports betting is a chance to enhance customer experiences, attract new demographics and drive additional revenue streams — but only if the supporting infrastructure is in place. With changes expected to come into force from 22 July in England and Wales, businesses have a matter of weeks to prepare, and a range of technology upgrades should be a top priority.
A COMMERCIAL TURNING POINT FOR LAND-BASED GAMING Following a broader consultation focused on helping land-based venues remain competitive with the rapid growth of online gambling platforms, the introduction of live sports betting represents a commercial turning point for casinos operating In England and Wales. In the US, similar changes helped states like New Jersey and Pennsylvania dramatically boost revenues through the integration of sportsbooks with hospitality and entertainment offerings. The same opportunities will soon be opened up to casinos in the UK, tapping into younger demographics and driving greater dwell time and customer value through a more engaging, digital-first approach. With quick responses from the likes of Rank Group, which announced it will expand its machine count, and Hippodrome welcoming the pending changes, the flexibility to incorporate live betting experiences and increase the number of gaming machines is seen as a long-overdue investment and employment boost for the sector. Alongside diversified customer experiences through a wider range of gaming machine options, sports betting introduces more opportunities for customer spend across multiple departments, from
Jonny McKee, VP Product Management, Amino, and Chris Cousin, Commercial Director at iGame Media, look at how UK casinos can get ready for sports betting.
restaurants and bars to VIP areas and merchandise. It also supports long-term customer value, with enhanced loyalty, higher return visit rates and increased brand engagement.
THE INFRASTRUCTURE GAP — AND OPPORTUNITY TO LEAP AHEAD
Despite the opportunity, many UK casinos currently lack the technical infrastructure needed to fully capitalise on sports betting. Lots of these venues are evolving, but few today offer the digital infrastructure needed to support dynamic, real-time betting on live sporting events. While online platforms are built on native digital systems, traditional casinos were designed for roulette, blackjack, and slot machines — not live betting on a football match or F1 race. To offer in-venue sports betting effectively, casinos must support a broad range of technical requirements. This includes real-time data feeds to power live odds, robust digital signage to display dynamic content, secure and compliant payment processing, customer account management, and seamless user interfaces — all integrated into a modern, flexible AV framework. This isn’t a case of simply adding a few screens in the corner. Successful implementation requires a scalable, IP-native infrastructure capable of switching between betting interfaces, live streams, promotional content and venue signage. Latency is a critical issue — bettors need access to accurate, real-time odds and video feeds that are synchronised with the event itself. A delay of even a few seconds can mean voided or rejected bets and dissatisfied customers.
The good news is that casinos entering this space now have the chance to jump streets ahead of their competitors. Rather than installing satellite distribution networks traditionally used by betting shops, forward- thinking operators can adopt IP-based streaming from day one. These systems allow for low latency content delivery, reduce infrastructure complexity and improve the overall betting experience by enabling seamless switching between applications and content types across the venue.
TACKLING TECHNICAL COMPLEXITY
Another key consideration for operators is how they will scale, manage and maintain an expanded digital estate. As the number of betting terminals, kiosks and digital displays increases, so does the need for a streamlined, centralised way to manage these devices. Cloud-based device management platforms are emerging as a critical tool — allowing operators to control, monitor and update devices across the casino floor from a single dashboard. This not only reduces operational friction but ensures consistent performance and security across all endpoints.
At the same time, the compliance landscape is evolving. With new rules governing real event betting, casinos will need to ensure that every element of their system, from transaction processing to content delivery, meets strict regulatory requirements. Data security and responsible gaming safeguards must be embedded by design. That means choosing partners who understand betting premises, the regulatory environment, and can deliver proven, compliant systems for gambling tech.
KICKSTARTING CASINO TRANSFORMATION
With changes expected before the end of the summer, we’re expecting venues to move quickly to get ahead of the competition. Integrating live sports betting is a complex technical and operational undertaking, and operators should prioritise working with experienced partners who offer fast, proven deployment pathways and deep knowledge of sports video streaming, live data integration and large-scale AV systems. Self-build approaches or choosing vendors without specialist gambling experience can come with signifi cant risk — and may fail to meet the reliability and responsiveness that customers will expect. These new changes are a huge opportunity to unlock new revenue, win new customers, and evolve into digital- fi rst entertainment venues — but there are several critical steps casinos need to take to get it right. Move quickly, think about key upgrades now, and fi nd the right partners to make it happen — we’re ready to help.
JUNE 2025 11
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