British land-based and online sportsbook operator Entain has announced the launch of a program that is to see it digitize its retail businesses in the United Kingdom and Italy so as to enhance the omni-channel experience for its customers.

The London-listed firm used an official Wednesday press release to pronounce that the move will involve its Ladbrokes and Coral-branded locations in the United Kingdom ‘being converted into digital hubs’ featuring the newest gaming machines as well as interactive displays. The company, which is currently considering a $20 billion takeover proposal from DraftKings Incorporated, stated that this evolution is to allow punters to have ‘more choice of interactive sports and gaming content’ while simultaneously enjoying ‘a more engaging and dynamic experience.’

Transformational track:

Formerly known as GVC Holdings until undergoing a late-2020 name change, Entain proclaimed that this new course will moreover see its Eurobet-branded locations across Italy undergo similar transformations complete with the addition of ‘digital window displays’ and more interior screens for the sharing of ‘live events and new promotions.’ The operator declared that some of this latter estate is to furthermore soon host cafés in order to give customers ‘a new place to meet and socialize with friends.’

Earlier inauguration:

Rob Wood serves as the Chief Financial Officer for Entain and used the press release to disclose that his company has already premiered 18 of these new-look shops in the United Kingdom following the lifting earlier this year of this nation’s coronavirus-related lockdown. He went on to explain that these are to soon be joined by up to twelve more such venues in cities including Birmingham, Wolverhampton and Leicester with the intent to have debuted a total of 200 refreshed locations by the end of 2024.

Read a statement from Wood…

“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.”

In-house innovations:

In Italy and Entain divulged that it intends to convert approximately 200 of its retail enterprises beginning with a first tranche of 20 venues by the end of December. The operator finished by asserting that this entire initiative is being powered by its own proprietary technology with the intention of ‘making the digital and retail experiences more similar for customers and being scalable internationally to other locations.’

Wood’s statement read…

“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. This digital makeover of shops, together with ongoing investments into our industry-leading technology platform and £100 million ($134 million) of innovation investment over the next three years, are important drivers of our future growth.”