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Entain Opens New-Look Digital Shops across UK & Europe

Published

5 years ago

September 29, 2021

George Miller

Reading Time: 2 minutes

Retail to have a more contemporary, digital feel

Entain, the global sports betting and gaming entertainment operator, has embarked on a digitization initiative across its retail business, converting a core of shops in key locations across both the UK and Europe into contemporary, digital, spaces to enhance the omni-channel experience for customers.

The retail makeover will initially apply to Entain shops in the UK and Italy across the Ladbrokes, Coral and Eurobet brands. In both countries, Entain has run successful trials of new, more contemporary store design and formats more closely aligned to customers’ online experience.

“Entain is a global online operator, but we are focused on delivering a great local experience for our customers. This investment allows us to give a more immersive and joined up online omni-channel experience to our customers” said Rob Wood, CFO and Deputy Chief Executive of Entain.

“Since high streets re-opened, our retail customers have returned in large numbers which reflects the continued demand from customers for an engaging in-shop experience,” he added. This digital makeover of shops, together with ongoing investments into our industry leading tech platform and £100m of innovation investment over the next 3 years, are important drivers of our future growth.”

Since the re-opening of retail, Entain has opened 18 new digital hubs across the UK and plans to have a total of 30 new-style Ladbrokes and Coral shops open by the end of the year in cities including Leeds, Birmingham, London, Portsmouth, Sunderland, Wolverhampton, Newcastle, Dumfries and Leicester. The aim is for 200 UK digital stores by the end of 2024.

The move will provide a welcome boost to many high streets and town centres in both Italy and the UK. In the UK alone The British Retail Consortium recently noted that more than one in seven shops are now vacant (*), rising to one in five in particularly hard-hit parts of the country.

“Our shops are at the heart of local communities and employ around 13,000 people across the country,” said Andy Hicks, Entain Retail MD for the UK and Ireland. “We want to bring the experiences customers have with us online into our shops, also making them more digital and contemporary environments. We want to offer local customers a place to socialize, enjoy sports, bet and play games in a relaxed and enjoyable way.”

Initially UK stores being converted into digital hubs contain the latest gaming machines, and interactive displays, giving customers a more engaging and dynamic experience as well as more choice of interactive sports and gaming content. In both Italy and the UK, the converted stores have digital window displays and additional interior screens which allow live events and new promotions to be shared with customers across retail locations.

In Italy, where Entain’s retail outlets operate under the Eurobet brand, the Group also plans to convert around 200 shops and plans to have the first 30 locations open by the end of this year. These include a number of “Eurobet Cafes”, which offer customers a new place to meet and socialize with friends.

“This is all about offering a different and more distinctive experience to new and existing customers, “said Andrea Faelli, Managing Director of Entain, Italy. “We want to move from simply offering betting shops to hosting spaces in town centres where people can come to have a good time, which may or may not include having a bet.”

All the initiatives are powered by Entain’s proprietary technology, which has the benefit of making the digital and retail experiences more similar for customers and being scalable internationally to other locations.

Booming Games

Booming Games Releases “Diamond Forge: Link & Loot”

Published

14 minutes ago

May 18, 2026

Wladimir P.

booming-games-releases-“diamond-forge:-link-&-loot”

Booming Games has released its latest slot “Diamond Forge: Link & Loot”. Boasting a 5×3 grid with 10 fixed paylines, the game offers players a maximum win potential of 10,000x. Set on a classic, diamond background, two explosive bonus features provide the ultimate experience for those seeking entertaining gameplay.

Every Diamond collected charges the Diamond Boost, which can be triggered in either the base game or from free spins. Boasting the ability to erupt at any moment, it can award up to 8 extra Diamonds onto the reels to instantly trigger the powerful Link & Loot feature. Players who collect 6 or more Diamonds are awarded 5 Link & Loot spins, where adjacent diamond symbols land and merge to create bigger symbols.

Players can create Colossal symbols of 2×2 and above to award a Colossal spin, where they can win higher value prizes or even the Mini, Minor, Major or Grand Prizes. This culminates in the ultimate Colossal of 5×3 Diamonds capable of unleashing the biggest rewards.

Elsewhere, players who find 3 or more Scatters are awarded with 8 Free Spins and a boosted chance of triggering the Link & Loot feature again as they deploy colossal Diamonds toward the 10,000x maximum win.

Craig Asling, Director of Games at Booming Games, said: “Diamonds are a player’s best friend! Diamond Forge: Link & Loot is a modern twist on a classic theme, which we’re confident will be as popular as previous iterations of the Link & Look series. Innovative bonus features set on a familiar 5×3 grid combine to create an ultimate gameplay experience with significant win potential. Play Diamond Forge: Link & Loot now!”

The post Booming Games Releases “Diamond Forge: Link & Loot” appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Compliance Updates

Incentive Games wins interim Pennsylvania gaming licence

Published

14 minutes ago

May 18, 2026

Wladimir P.

incentive-games-wins-interim-pennsylvania-gaming-licence

Incentive Games has been granted an interim gaming licence in Pennsylvania by the Pennsylvania Gaming Control Board, effective immediately. The approval allows the B2B supplier to offer its real-money gaming products to licensed operators in the state.

The Pennsylvania approval follows Incentive Games’ licensing in Michigan in 2025, as the company continues to expand across regulated North American markets.

Incentive Games said the Pennsylvania licence gives it access to one of the most established and competitive US iGaming markets, where compliance and player protection requirements are tightly enforced.

Ahmed Baker, Chief Commercial Officer at Incentive Games, said, “Being granted an interim licence in Pennsylvania is a huge achievement for our business and a strong endorsement of our regulatory approach. It strengthens our position in North America and supports our ambition to grow through trusted partnerships in regulated markets. We look forward to working with operators in Pennsylvania to deliver high-quality real-money gaming experiences to their players.”

The post Incentive Games wins interim Pennsylvania gaming licence appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

blackjack

Avanti Studios lands exclusive rights for live Sweet 16 Blackjack side bet

Published

14 minutes ago

May 18, 2026

Wladimir P.

avanti-studios-lands-exclusive-rights-for-live-sweet-16-blackjack-side-bet

Avanti Studios has secured an exclusivity agreement with HITSqwad Interactive Gaming to offer Sweet 16 Blackjack as a live casino product worldwide.

Sweet 16 Blackjack is already available in a digital format with operators including BetMGM, Caesars, DraftKings, OLG, BCLC and FanDuel, according to the companies. The land-based version is active across South Africa and is in the process of a broader rollout.

The companies pointed to third-party rankings for the title’s performance. Sweet 16 Blackjack ranked as a Top 10 Table Game in the Eilers & Krejcik U.S. Online Game Performance Report in September 2024 and April 2026, and was nominated for Top Performing New Online Table Game at the EKG Slot Awards in 2024 and 2025.

In gameplay terms, Sweet 16 Blackjack adds an optional side bet to standard blackjack. If a player’s first two cards total 16, the side bet wins, with payouts varying based on suits, colours and values.

Jonas Delin, Co-Founder at Avanti Studios, said: “The statistics show that Sweet 16 Blackjack is one of the iGaming industry’s top-performing table games, so we’re delighted to have reached an agreement with HITSqwad to exclusively offer the format to live casino audiences worldwide.

“Sweet 16 Blackjack’s innovative side bet mechanic coupled with the flawless presentation, deep customisation and infinite scalability that only Avanti can provide will ensure that the game will go on to become a staple part of our offering for operators in all regulated markets that we serve.”

Charl Geyser, CEO of HITSqwad Interactive Gaming, said, “Sweet 16 is an incredible game that has already built a massive player following across both online and retail environments. We are delighted to partner with Avanti to take it into the Live Casino market for the next step in its journey as one of the world’s top Blackjack Side-Bets.”

The post Avanti Studios lands exclusive rights for live Sweet 16 Blackjack side bet appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.