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Read More Land-based sportsbooks can bring in new audiences and enhance engagement from existing ones
In most regulated sports betting markets around the world, retail sportsbooks are far from a novel concept. In countries throughout Europe such as Belgium, Sweden and the UK betting shops are a common sight. Land-based sports betting is available in Latin American markets such as Colombia and Mexico, and with the repeal of PASPA many US states beyond Nevada have experienced the introduction of sports wagering inside the four walls of casino properties.
The cutting of the ribbon on Paddy’s Sportsbook in London’s iconic Hippodrome Casino has refocused minds on the many advantages that incorporating on-property sports betting within a casino can confer. Regardless of the market in question, the introduction of on-property sports wagering is proven to enable land-based casino operators to not only engage new audiences, but also build engagement and share of wallet with existing ones.
Harnessing the sportsbook advantage
Introducing sports betting to the casino floor unlocks access to greater revenue streams by bringing new audiences through the doors of the casino – leveraging fresh experiences within the property to attract new business which is less accustomed to content such as slots and table games.
Kambi partners have found sports betting draws in a new generation of customers, while on-property turnover has also been proven to grow during major sporting events – Kambi’s tribal partners recorded year-on-year increases around events including the Super Bowl and the NBA Playoffs.
Alongside a demonstrable widening of the acquisition funnel, launching an on-property sportsbook also grows the reach of the casino brand – a factor which is especially pertinent if launching the sportsbook under the operator’s established brand, as opposed to handing the sportsbook operation and branding opportunities to an existing B2C operator. This can be further enhanced by integrating the sportsbook within an existing customer loyalty system.
As outlined above, for the casino operator a sportsbook unlocks a means to draw in new audiences and boost familiarity with the brand, but also to draw even greater engagement from those already through the doors of the casino – having been drawn in by the existing selection of gaming, entertainment and culinary options on offer. All these elements can coalesce seamlessly within the property, as highlighted by the aforementioned launch of Paddy’s Sportsbook within The Hippodrome, a venue space which combines sports betting in immediate proximity to slots, table games and food service.
A 2025 shift in UK regulation has made the installation of these venues possible in the country, but they will be nothing new to casino-goers throughout North America. On-property sportsbooks have been spreading rapidly in the U.S. since PASPA’s repeal, and the influence they can wield in lifting engagement, growing customer loyalty and driving retention for a property is evident.
Offering rewards such as a free sports bet if the customer spends a certain amount on food and beverages, or a discounted night in the resort with a winning sports wager, are just two examples of how an expertly integrated sportsbook can generate greater engagement and property-wide synergies. Customers who engage with both casino and sportsbook, as opposed to just casino, have been shown to generate five times more value than those who engage with casino alone.
To offer a concrete picture of this effect in action, following the May 2024 introduction of an on-property sportsbook Kambi partner Potawatomi Casino Hotel experienced a 14% uplift in food and beverage activity. Additionally, its ‘Reward Card’ loyalty scheme saw a 154% increase in members aged 21 to 34 – alongside an approximately 200% increase in total property visits by members in 2024 – further underlining how an on-property sportsbook can deliver a ‘halo effect’ which impacts the entire casino operation.
Bringing online pace to the retail space
With the right partnerships in place there is huge potential for casino operators to unlock from sports betting. Partnered with retail operators all over the globe, Kambi provides everything ambitious casino operators require to capitalise on this potential. This includes a bespoke blend of kiosks, over-the-counter services and digital signage, as well as Kambi’s Bring Your Own Device technology – giving customers the opportunity to build their bets anywhere before scanning a QR code at the property to place them.
Kambi defines commercial success not only in terms of signing with new partners, but also launching them quickly. Having achieved on-property market firsts in multiple US states including Illinois, Michigan and New York, Kambi is adept at handling all of the compliance requirements operators must consider when launching sports betting, providing all the support partners require from signature to onboarding and beyond.
Furthermore, the benefits of introducing sports betting can extend beyond the casino. Embracing omnichannel and harnessing sports betting to ignite an online presence can further deepen brand recognition and customer engagement. Kambi’s Turnkey Sportsbook technology enables brands to build a true omnichannel experience, with consistency of UX, pricing, front-end and features across mobile, online and retail.
The launch of Paddy’s Sportsbook in the Hippodrome underlined that the competitive and regulatory landscape for sports betting is always shifting, but one thing remains certain – for forward-thinking operators with a land-based presence, capitalising on the opportunities and potential of sports betting can take both brand and revenue to the next level.
