Unlocking the Future: How UK Casinos Can Prepare for New, In-Venue Sports Betting Opportunities

By Jonny McKee, VP Product Management, Amino
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The UK government’s recent move to modernise ‘land-based’ (i.e. not online) gambling regulations marks a pivotal moment for casino operators - particularly those licensed under the Gambling Act 1968.  

The long-awaited permission for real event betting (primarily ‘sports betting’) within UK casinos represents not just a regulatory update but a significant opportunity for innovation, revenue growth, and enhanced customer experience.  

However, it also exposes a critical gap: most UK casinos currently lack the technical infrastructure to seize this opportunity. This article explores what the new legislation means, why it matters for UK casino operators, and how companies like Amino can help bridge the technology gap to ensure operators are ready to capitalise on this major shift.

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The Regulatory Shift: What’s Changing?

The Department for Culture, Media & Sport (DCMS) launched a consultation in mid-2023 following the white paper High Stakes: Gambling Reform for the Digital Age. This consultation, which concluded in October 2023, gathered feedback from 87 stakeholders, including casino operators, local authorities, researchers, and advocacy groups.

In May 2024, the UK government released its formal response, confirming plans to implement changes via secondary legislation. The headline change for the casino sector is the legalisation of real event betting within 1968 Act casinos - meaning, for the first time, these venues will be able to offer sports betting alongside their traditional table games and gaming machines.

Other accompanying changes include aligning gaming machine allowances and adjusting machine-to-table ratios across different casino categories. These measures are part of a broader effort to modernise the land-based sector, helping physical venues stay competitive with online gambling platforms, which have long offered a wider range of betting options.

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Why This Matters for Casino Operators

While this regulatory update is undoubtedly exciting, it raises an urgent operational question: Are UK casinos technically equipped to deliver on-site-sports betting experiences?

Most traditional UK casinos were designed for in-person gaming experiences - roulette, blackjack, slot machines - not dynamic, fast-paced sports betting. Unlike online platforms, where infrastructure is inherently digital, physical casinos will now need to integrate real-time data feeds, betting interfaces, secure payment processing, digital signage, customer management systems, and robust compliance tools to meet the new regulatory and customer expectations.

Simply put, offering sports betting is not as easy as adding a screen in the corner or opening a betting window. It requires a modern, flexible, and scalable technical infrastructure capable of handling live event data, ensuring transaction security, maintaining regulatory compliance, and delivering a seamless customer experience.

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Where Amino Comes In: Enabling the Transition

This is where Amino can play a transformative role.

Amino is already well-known in industries like sports, hospitality, and retail for delivering robust media distribution, media player management, and content delivery solutions. For casino operators looking to integrate sports betting, Amino offers a set of capabilities perfectly aligned to the challenges they face:

Content Distribution: Amino’s solutions can push live sports streams, odds updates, and betting prompts across casino screens, creating an immersive and engaging environment for bettors.

Device Management: With Amino’s cloud-based device management platform, operators can control, monitor, and update betting terminals, digital displays, and kiosks across the casino floor - all from a centralised dashboard.

Scalability and Flexibility: Whether a casino wants to start with a small sports betting corner or roll out a full sportsbook lounge, Amino’s modular solutions can scale to fit their needs.

Compliance and Security: Amino’s platforms are built with security and compliance at the core, helping casinos meet regulatory requirements while protecting customer data and transactions.

Enhanced Customer Experience: By integrating live betting, rich media, and interactive content, Amino helps casinos deliver a seamless, modern experience that keeps players engaged and coming back.

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Urgency and Opportunity: Acting Now

The government has signalled that the necessary regulations will be laid before Parliament soon, using both affirmative and negative statutory instruments to enact the changes. While the exact implementation timeline is still emerging, one thing is clear: casino operators cannot afford to wait.

The venues that move quickly to upgrade their infrastructure will be first to market, gaining a crucial competitive edge and attracting a new generation of bettors who expect the same slick, digital-first experiences they get online. Those who delay risk falling behind - not just in terms of revenue but also in brand perception and customer loyalty.

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Final Thoughts: Future-Proofing the Casino Experience

The legalisation of real event betting in UK casinos is more than just a regulatory change; it’s a wake-up call for the entire sector to modernise, innovate, and future-proof their operations.

With decades of experience delivering secure media solutions to high-demand environments, Amino stands ready to help casino operators navigate this transformation smoothly. By combining cutting-edge technology with deep industry expertise, Amino ensures that physical venues are not just compliant with the new rules but optimised to thrive in this new era of in-venue sports betting.

For casino operators, the time to act is now: let Amino help you unlock the full potential of this regulatory breakthrough and turn your casino into a next-generation entertainment hub.